SHOULD YOU BE CRAFTING YOUR LOYALTY AND ENGAGEMENT OFFERINGS MORE IN LINE WITH CUSTOMER ETHICS?

THOUGHT LEADERSHIP

Our new research into customer expectations of brand loyalty programmes has revealed that more than a third of UK consumers (35%) only engage with brands they agree with ethically.

 
When we asked consumers specifically how they feel about the brands they regularly engage with, 38% said they only use brands that treat them with respect, 30% said that they feel like the brands they use are an extension of their personality, and 30% said that they only engage with brands that treat them as more than just a customer.

Furthermore, 61% of consumers said they feel the strongest connection to brands they use regularly, while 39% said that this applied to the brands that they aspire to use.

The findings make clear that brands must see consumers as more than just a customer. This means not just treating them with respect, and offering a great product or service at a great price, but going one step further and really getting to know their customers and conducting their business in a way that matches both their customers’ values and their expectations.

While customer expectations are evolving rapidly, so is the development of data capture technology. This presents brands with the opportunity of gaining a better understanding of their customers than ever before, to ensure that they are tailoring their loyalty and engagement strategies accordingly.

We also asked consumers how they feel when a brand engages them personally. 35% of respondents said this makes them feel like their loyalty is rewarded, 34% said it makes them feel valued, and 21% said it makes them feel like they are important to the brand.

Being surprised with rewards was identified by consumers as their favoured form of brand engagement (70%), followed by surprise gifts (66%) and brands doing something out of the ordinary (57%).

The Understanding Customer Expectations of Brand Loyalty Programmes report draws on a survey of 1,000 UK consumers, looking into their expectations surrounding loyalty, to provide brands with a resource that will help them shape the customer loyalty and engagement offerings that people desire.

Download the full Understanding Customer Expectations of Brand Loyalty Programmes report here.

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