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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)
 

How to turn loyalty marketing mistakes into profit

2015 was a year of hard lessons for brands and marketers who sought new ways to earn and keep their customers' loyalty, according to loyalty and marketing agency Customer Communications Group (CCG), which here suggests ten ways to turn loyalty marketing mistakes into profit in 2016.

The company's president and CEO, Sandra Gudat, has compiled a shortlist of the top loyalty marketing errors and slip-ups made in 2015, and here summarises the best approach to solvin each and turning them to advantage or profit going forward:

  1. Ignoring the Big Picture
    Take a step back and conduct an in-depth customer communications plan review to ensure a cohesive message that upholds brand and programme promises.
  2. Focusing Solely on the Sell
    Special offers grab attention and pull customers in, but overused, get marketers tuned out. Leverage data - yours and third-party appends - to find relevant reasons to get in touch.
  3. Not Using Data to Maximize Loyalty
    More loyalty marketers need to sift through big data and act on it to impact the bottom line. Start by focusing on best customers.
  4. Taking No for an Answer
    Convince management that the right content works with research and relevant statistics, including consumption and behavior statistics.
  5. Letting Good Rewards Go Bad
    Weakening loyalty redemption rates and uncomfortably high outstanding liability are early warning signs for customer engagement and profitability. Fixes include: Analysing breakage (the amount of points that are rewarded but never spent); Rampin up redemption with the right messaging; and using data to keep rewards fresh.
  6. Breaking Badly?
    Know the difference between good and bad breakage. Good breakage


    Sources: Customer Communications Group CCG /
    The Marketing Factbook.
    Copyright © 2015 - 2025 The Marketing Factbook.

        Categorised as:

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

    Have you seen The Customer-Focused Marketing Playbook?

    This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

    Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

    Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

    The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

    This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

    With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

    Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark