Growth MarketingStrategy and Innovation

How to create loyal customers: let me

Customer loyalty can drive profitability and growth for your business. In an introductory post, four key themes were outlined to design an engaging loyalty experience:

  • Know Me - Customer Recognition
  • Tell Me - Transparency
  • Let Me - Empowerment
  • Value Me - Reward Loyalty

The third theme, Let Me, is focused on empowering users to, well, do what they want to do.

Let Me - Empowerment

Let users do what they want to do. While this seems simple enough, it requires a deep understanding of user behavior and values. There are limitless “Let Me” possibilities. Let Me…

  • Explore my options
  • Review my subscription benefits
  • See my account history
  • Share deals with my friends
  • Browse items from my favorite brands
  • Filter items my size
  • Check my statement

Through user research, your core user needs may have already been addressed during your product’s ideation and design phases. The key is to continuously enhance these core actions. How can your product make user actions easier and quicker?

One way to explore opportunities for user empowerment is to identify all the touchpoints with a user - whether it is initiated by marketing campaigns, customer service, or an operational transaction. How can each of these touchpoints be enhanced? Are there alternative ways your users would like to execute these core actions? What options can you grant them? Is the action time-sensitive?

Sometimes the solution to a user need may not lie within your business’s website or native app. Explore how your business can embed its experience within the broader digital ecosystem such as social media and popular payment platforms.

Case Study: ASOS, let me share items with my friends!

ASOS goes above and beyond to empower users to share items with friends, enabling numerous ways to do one task. Here’s just a few ways a user could share an item from the ASOS app: loyalty blog3 1

The Share button on every item page

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Sharing a screenshot when saved through the operating system

loyalty blog3 3

AirDrop saves the screenshot on the target destination and directly pulls up the item page

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Copy to the messaging app of the user’s choice, including WhatsApp, GroupMe, Messenger, and more

Explore various ways how one user need could be fulfilled and let users choose what works best for them.

Case Study: Domino’s, Let me check the status of my order!

One common user need for many businesses is to check for status updates on a transaction. Domino’s not only empowers users to track their order with Domino’s Tracker, but also takes proactive initiative to provide timely feedback. Digital channels have made this easier to achieve via methods such as push notification, SMS or e-mail. loyalty blog3 6

Domino’s Pizza sends timely push notifications to keep users updated with their order status.

Timely acknowledgment of key transactions (such as an order received or reservation confirmed) enables users stay updated and establishes credibility of the business. Explore if timely notifications could become a key experiential differentiator for your product.

After Knowing, Telling, and Letting users, there is just one final step to establishing a loyalty experience - Valuing users. Stay tuned for further details on how to complete the four key considerations.

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