Customer Loyalty Strategy

Customer loyalty has become a key factor for growth in today’s businesses. Poltio’s audience engagement platform is an extremely useful tool for companies with loyalty programs. In this post, we will cover how you can use our software to take your relationship with your customers to the next level. In addition to word-of-mouth marketing, loyal customers convert and spend more with brands they like more often. According to Fundera, loyalty program members spend between 12-18% more per year than non-loyalty program members. On top of that, acquiring a new customer is 5 times as expensive as retaining an existing customer.
Source: Accenture
A customer loyalty program is a marketing approach that recognizes and rewards customers who purchase or engage with a brand on a recurring basis. Beyond offering discounts, companies with loyalty programs utilize data for personalized offers, improving the overall customer experience. In that, Poltio’s platform has a lot to offer. Poltio provides a platform which lets you fully engage with your audience through entertaining tests or quizzes while having the ability to capture their motivations, interests and preferences at scale; allowing you to create a truly personalized customer experience.
As a result, you can gather GDPR and CCPA compliant declared data and understand them on a deeper level with every interaction. The great thing about declared data is that it comes directly from consumers, rendering it to be the most accurate and relevant information you can have. To learn more about the value of declared data, read our post by clicking here.

Benefits of adopting a customer engagement and declared data strategy: 1) Engagement Drive 2) Segmentation and Data 3) Lead Generation 4) Insight Creation

Engagement Drive

As a loyalty marketer, you probably have an active communication channel with your customers. By adopting an on-going interactive communication strategy, you can turn your user base into an engaged community. Interactive content is the best way to have a conversation with your audience because it brings in the persuasive power of an in-person interaction. Users like to interact with content that is easy to engage with and mutually beneficial. This type of content gets a much higher response and completion rate compared to standard surveys. So, it is a perfect match for rewards programs and promotional marketing efforts. You can put your users in the center of the conversation by regularly creating and sharing interactive content while also collecting data. Create a new communication channel to strengthen your relationship with users and increase the time they spend with your brand.

Segmentation and Data

If your company has a loyalty program, you already have user profiles based on collected data. This information is usually based on behavioral and transactional data, which is useful but limited. Using content created through Poltio, you can engage existing or potential users while the information shared voluntarily by the user can be used to expand on a specific user profile or to create digital segments for targeting. Matching user responses with unique user IDs allows you to create custom segments and user personas. In addition to enriching user profiles in your database, you can also create anonymized digital segments that you can target in external channels, such as social media or paid advertising tools. Pixel codes can be set to be fired real time after users vote on defined answer options or you can build a universal pixel code using our built-in custom parameters. This feature can be used to make integrations with DMPs and/or social media accounts.

Lead Generation

Interactive content is a great way to attract new users or incentivize existing ones. As customers interact with the content you build, you get to know them better with each answer. You can then make custom offers based on user personas to incentivize action. Below is an example of a quiz with an input form at the end, an effective way to build opt-in lists of potential customers in specific areas of interest. Using our algorithmic test module can allow you to create user personas in real time and show specific results based on sets of input. Customers are very likely to check out personalized recommendations coming from an interactive flow that they have committed to.
You can also integrate web hooks to your internal applications to trigger any event based on user action. Web hooks, along with our other features, are customizable and can be integrated for different purposes. For instance, you can set goals to give loyalty points to users when they complete a test, trigger an email when they give a particular answer to a quiz, or just feed the data to your CRM; raising a flag for your sales representative to contact a specific customer.

Insight Creation

Involving your customers in a fun, content-driven experience lets you gather first party data that  you can use to drive fast, unbiased insights or make detailed analysis. Content created over Poltio comes with built-in dashboards which can be used to track real-time results on your content both in terms of performance and also in terms of user behavior and preferences.
In addition to generic tables, you can analyze trends with our Sankey diagrams. Reports can be exported in various formats for external analysis. As you are able to match user responses with unique user IDs, you can also track back and combine the existing transactional or behavioral data you have on your customers.

Poltio & Loyalty

Poltio can effectively improve your loyalty program by letting you better understand and extend the value of your customer segments and build stronger relationships with your customers by allowing you to create highly engaging interactive content, which then can be embedded in and across the brand’s own digital channels. The inference based solely on what someone has purchased or their interactions with a promotion is a strong indicator of future customer behavior but it is not enough. Adding declared data coming directly from your customers to the mix provides you with definite rather than assumed answers. You can ask and learn about anything and receive the most relevant and accurate insights.

The results:

Poltio provides a platform for first-party self-identified data collection through engaging interactive content. To learn more about how it works, visit Poltio. Experience a Poltio widget: