What We Do
In a recent survey of 658 CEOs, customer loyalty/retention was ranked as one of the top challenges for the coming year.1 The fact that industry leaders see loyalty programs as important and challenging should come as no surprise. What is surprising, though, is that despite the high priority of customer loyalty, many organizations are struggling with how to move their existing loyalty programs beyond traditional models.
Maritz has both tools and strategies to help organizations achieve next-generation customer loyalty. Our initiatives deeply integrate customer service, call centers, sales channels, reward programs, marketing communications, and other touch points. This integration improves ability to make major shifts in customer attitudes, creating true brand loyalty.
The foundation of our approach is a focus on maximizing the lifetime value of your customers. By identifying, retaining and growing best customers, we help our clients maximize investment against their individual loyalty goals. Three primary concepts help us design and execute programs that make the most of our customer information, driving enhanced loyalty with the idea that each customer is unique:
- Reward Customers Differently: Rewards clearly do matter to consumers. When marketers execute reward programs correctly they are making an excellent investment. But, better results can be achieved by optimizing the reward mix and integrating partnership networks.
- Talk With Customers Differently: It is important to communicate appropriately with customers. Through the use of strategic segmentation, interactive dialogue and customer communities, organizations can not only deliver the right message at the right time but also assure that the customer’s voice is heard, captured and shared.
- Treat Customers Differently: Customers expect quality service. Organizations must understand these expectations, and the delivery gaps, from both the employee and customer perspectives It’s also essential to enable and motivate employees, so they’re willing and able to provide effective customer service and problem resolution.
As loyalty reward programs face unprecedented competition, particularly in loyalty-mature industries, it is imperative to rethink, or even go beyond points programs. By making smart investments in comprehensive, next-generation loyalty programs, companies can generate lasting, mutually beneficial customer relationships built on positive brand experiences and well-timed, appropriate rewards and communications.
1Salesforce.com Survey - 2005