Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

American SMEs love the loyalty bandwagon

Among US-based small businesses, usage of customer loyalty programmes for delivering special offers and rewards to frequent customers remains steady, according to the 'Local Commerce Monitor' from BIA/Kelsey.

Among those business owners surveyed, 38% said they currently offer a customer loyalty programme, with an additional 21% saying they were likely to add such a programme within the next 12 months. There was effectively no statistical change in this finding compared with the 2012 survey, one year before.

Small businesses estimated that 17.7% of their total business during the coming 12 months would be generated by customer acquisition promotions such as discount deals, daily deals, coupons or similar offers (although these promotions may or may not be aligned with a loyalty programme).

"The data suggests solid interest and intentions in loyalty programmes, which are becoming an increasingly important tool for customer retention," said Steve Marshall, director of research for BIA/Kelsey. "We believe the proportion of business generated from both loyalty programmes and promotions will rise significantly as SMBs increasingly tailor their offerings to frequent customers and specific customer segments."

Among those small businesses offering customer loyalty programmes, more than half (54%) said they operate their own in-house programmes, primarily using a paper-based tracking method such as a punch card.

Marshall concluded: "There's a large opportunity for third-party service providers and credit card companies to replace the home-grown loyalty platforms with sophisticated electronic platforms that link into a CRM system and/or a payments platform."

Sources: BIA Kelsey / The Marketing Factbook.
Copyright © 2013 - 2025 The Marketing Factbook.

Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)