Customer is always king: The evolution of loyalty – ITP.net

Meeting customer expectations has always been a crucial element to the success of any organisation. In the digital age, this has become even more critical as competition in the business landscape increase and customer preferences evolve.

Today, consumer behaviours are driven by information, which influences their choices, decisions and loyalty. One of the most effective ways businesses can provide customers with relevant information is via loyalty programmes. So, what makes a good loyalty programme?

Modern consumers expect a relationship with the brands that they interact with. This means that they want a brand that knows them and provides personalised experiences. They also expect immediacy with real-time offers and instant communication. Additionally, they want to feel empowered with their choices and be able to share good experiences on platforms such as social media.

WEBINAR ALERT Comarch: Customer Loyalty Market Overview

This being said, a good loyalty programme does not only efficiently analyse customer data to provide enhanced experiences but also constantly evolves with market shifts to better connect with customers. An ideal programme is not just about the incentives, discounts or rewards. Its focused on forming a connection between customers and brands across every interaction and touch-point of a certain service or transaction. According to a KPMG report, The Truth About Customer Loyalty, one in five consumers in the UAE saw personalisation, be it in terms of service, communication, or promotions and offers, as a leading benefit of loyalty programmes.

Furthermore, a good loyalty programme focuses on innovation. Over the last few years, we have seen various organisations leverage tools such as gamification to boost customer engagements. Additionally, the global pandemic has spurred customers need for contactless services, driving brands to ramp up investments in artificial intelligence and machine learning tools such as chatbots and virtual assistants. The KPMG report also revealed that 94% of UAE consumers would prefer if organisations explored new ways to compensate repeat shoppers. Therefore, the emergence of advanced technologies such as AI and ML present tremendous opportunities for brands to deliver unique experiences to their customers.

To help organisations gain deeper insights into the biggest market trends, latest technological innovations and upcoming policies and regulations that are driving customer engagement and loyalty,global software firm Comarch is hosting an exclusive webinaron 25th November 2021 at 9:00 AM GST.

The virtual event will feature exclusive content from the companys top executives including Bartosz Demczuk, Managing Director, Comarch Middle East. Demczuk will discuss how social media platforms build their own loyalty programmes and how marketplaces and aggregators can change the customers perception.

Other speakers include Comarchs Head of Data Science Team, Maciej Tyczyski; CRM & Loyalty Consultant, Marlena Polrola; and Senior Business Consultant, Wojciech Kempny.

It will also feature a high-level panel comprised of Suryaveer Singh, Head of Loyalty, ENOC; and Dharmesh Bhana, Head of Loyalty and Rewards Nedbank; and Widyantoko Utomo

Key Account Manager, XL Axiata Indonesia. The panel discussion titled, Customer Loyalty in the Post-Covid Reality, will delve into the current state of the customer loyalty market and how the principles of consumer behaviour have changed during the pandemic.

Customers have always been at the core of any successful business strategy. In an ever-evolving business landscape, brands need to always listen to their customers and constantly reinvent their loyalty programmes to differentiate themselves.

Read this article:

Customer is always king: The evolution of loyalty - ITP.net