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Brands: If You Want My Loyalty…

September 8, 2010 Leave a comment

OK, I’ll try to make this rant – I mean, this post – short and sweet.  

Brands, if you want my loyalty, start using technology and stop pushing your cards on me! 

Honestly – in a world full chock full of technologies that have demonstrated capability  to make our consumer experiences better, it’s amazing to me how many times a day you can still ask me, “Do you have your <fill in the blank> card today?”, especially when my reply is often “No, sorry, I don’t.”

Please stop making me feel like I’ve failed you before I’ve even given you my order (and my money)!  You’re immediately making me feel uncomfortable, defensive, guilty, and, well… a lot less loyal.

You already use technology to record and retain plenty of information regarding me.  You already use technology to measure and analyze program results.  Now how about leveraging technology to improve the process at its most important point – interacting with your customers? 

I shouldn’t need to carry piles of plastic and paper punch cards in an already over-stuffed wallet to “prove” my loyalty.  You should be able to use technology to already know who I am, or at least provide a much more convenient, seamless way for me to identify myself.

Ever hear of the Web?  Email?  Social media?  Mobile apps?  Location based services?  Entire businesses dedicated to providing you with turn-key loyalty programs in a completely digital manner?  The list goes on and on.  You need to consider technology as a key component in every step of your program.  

Brands, it’s really not that hard.  From the customer perspective, loyalty programs should be…

…well-designed…

…intuitive…

…simple…

…seamless…

…convenient…

…rewarding…

…and…

PAPER AND PLASTIC FREE.

Anybody else out there feeling the same way?

– Jim S.