How mobile technology is improving customer loyalty

Posted by Dan Kelly

If you have loyal customers, your business is more stable, more likely to be making a healthy profit, and has more potential for growth.

In a highly competitive global marketplace fuelled by the technology of the internet, how can you be guaranteed that customers will return again and again? Because finding and winning new customers costs more that keeping existing customers happy.

It’s quite fitting that a challenge created in part by technology can be met … with technology, mobile to be precise. Money off vouchers and membership cards are being overtaken. Customers want convenience, and they want it at their fingertips.

Keeping up with two types of customer

We’ve all become used to having a wallet brimming with cards, but if you’re getting fed up with it you’re not alone: it can take an age at the checkout to find the card you’re looking for because they all look the same and there’s so many to rifle through!

Of course, there will always be some customers who feel reassured by physical cards and who are less comfortable with virtual rewards, but to keep up with the vast majority of customers, brand loyalty schemes need to offer alternatives.

Multi-channel schemes offer the best chance of engaging with both kinds of customers, as you’ll have something to please everyone. And while many schemes already have the cards, the telephone service and the online facility, utilising mobile technology is a vital step.

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There’s an app for that!

The good news is that a rewards and incentives programme that is mobile friendly or designed to engage with people on-the-go is an inexpensive and efficient way to run a loyalty scheme, for businesses and customers alike.

  • No expensive printing costs
  • No lengthy registration processes
  • Information is managed remotely and instantly available for customers on their phones, so all they need to do is download the app to be engaged
  • Mobile schemes are flexible as they can be managed in real-time, so if something doesn’t seem to be working, it can be instantly adjusted to maximise its chances of success
  • And with the ability to message your customers directly and immediately, it’s easy to keep them informed of any updates
  • This fast and direct customer interaction makes a rewards scheme more measurable, as responses and communications can be monitored as they happen. Reactions, good and bad, can be logged and reported on almost instantaneously.
  • As customers expect direct access to businesses through social media channels (a fast-track route for comments and even complaints) utilising technology allows you to respond quickly and provide rewards swiftly to exceed expectations. In this way, mobile reward schemes help your customers to feel heard and valued, which keeps them coming back for more.

Digital rewards schemes

A mobile programme is the vehicle to communicate and provide your rewards. The scheme in place behind the scenes needs to be well thought out and worthwhile to capture customer interest and maintain it

Within this, digital rewards (like virtual prepaid cards) are a great way of offering customers that little bit more and taking your rewards programme to the next level. To engage with those who access your scheme primarily through the mobile channel, it’s definitely worth developing this area; it will make your rewards appear even more personalised if you can match digital rewards to the preferences of your digital consumers.

Are mobile rewards a stand-alone programme?

It depends on your target audience, but while loyalty schemes do need to move into mobile technology, we’d suggest it as an additional channel to function alongside those already in place, so you don’t alienate more participants who aren’t quite as immersed in mobile technology.

By taking a multi-channel approach, you will add to your current offering and keep up with the more forward-thinking customers who like an instant response to keep them engaged.

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People will almost always have their mobile phone on their person, which means you can reach them with your messaging and give them a reason to keep coming back 24/7.

Helping you to retain your B2B customers

Building customer loyalty is important for any B2B company. It helps ensure your business customers are engaged with your offering, that they stay loyal to you, and continually choose to buy your products and services over your competitors

At CR Worldwide, we can design, launch and optimise customer loyalty programmes that help to keep your B2B customers returning to your business again and again. Our customer loyalty schemes are:

Easy to implement — Our loyalty schemes can be tailored to suit your specific business requirements, allowing you to launch effective loyalty campaigns quickly and easily for your customers.

Easy to use — Our platforms are made to be straightforward, allowing you to efficiently track things like usage and product performance, while helping your customers to simply track their points, rewards and progress.

Easy to manage — Our programmes offer real-time reporting in participation with ROI and budget management. This makes managing, organising and tracking the success of your customer loyalty schemes quick and simple.

We love helping businesses to reach out, engage and retain their B2B customers, using our customer loyalty schemes. To speak to a member of our award-winning team:

As a founding partner of CR Worldwide in 2002, Dan helped develop the company from a start-up business into the multi-million global brand it is today.