MANUAL

Efficient servicing of a loyalty program

There are no totally loyal clients. Even the clients who are very connected with the company or its trademark reach for products and offers from the competition because they are looking for new products, higher quality, lower prices, may be attracted by competitors’ promotions. If somebody expects total loyalty should rather be buying a dog. So what kind of loyalty we are talking about? Because the fact that we should be fighting for it is not questionable.

There are few kinds of loyalty. One of them is an active loyalty, which includes client’s emotional involvement. Another one is passive loyalty resulting from customer’s habits, lack of choice and knowledge; it is characteristic for almost 95 % of the clients. There is also so called “ersatz” loyalty and it occurs when we offer low or too low prices and prizes. As a result of this policy the client migrates all the time looking always and everywhere for the same- price opportunities and bargains.

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