Remember when a 10% discount with a loyalty card was enough to keep customers coming back? Well, those days are as outdated as dial-up internet.
Nowadays, half of loyalty programmes are gathering dust. Why? Because customers have evolved. They're not just looking for deals; they're seeking connection, community and a brand that resonates with their values.
What do points make? People.
Transactional loyalty is on the decline. Customers aren't just buying products, they're buying into movements. They want to feel part of something bigger.
Enter the Customer Advocacy Index (CAI). It's not just about purchases; it's about passion. A high CAI means your customers are not only sticking around but also singing your praises.
Building communities, not just customer bases.
If you think of your brand as a club, not a shop, you can create spaces where customers can connect, share, and feel valued. This isn't about hard selling, it’s taking a softer, more encouraging approach - it's about storytelling.
Use AI to understand your customers better, but don't let it replace the human touch. Authenticity with humour, emotion and empathy can't be automated.
Experiences that money can't buy.
Offer your customers something beyond the product. Exclusive events, behind-the-scenes access, a little extra something. Even a simple thank-you can go a long way. It's these experiences that turn customers into advocates.
The bottom line.
Points and discounts aren’t the whole story anymore. Loyalty comes from building a community that buys into your brand's values. Listen to and learn from your customers, engage with them authentically, and watch the rewards flow both ways.
Ready to transform your customer base into a community? Let's have a chat and maybe we can do something Cheeky together.