It is no shock that when customers receive great service they never expected, the impression can be powerful and long-lasting. Because of this, companies have ample opportunity to transform their loyalty programs from ho-hum to exciting – and all it takes is a little surprise and delight.
According to Jon Parise of rDialogue in an article for Loyalty360, there are a number of benefits to using surprise and delight marketing tactics, including the flexibility they give companies to tailor their approaches to unique customers. Customer engagement also flourishes with surprise and delight, as customers never know what to expect. This keeps them coming back, forging a stronger relationship with the brand.
When companies start thinking about adding surprise and delight marketing methods to their arsenals, the place to begin is determining what events to tie to these tactics.
For an anniversary
An anniversary is the perfect time for a spa, restaurant, hotel or local attraction to send discounts that can help a couple enjoy their big day and increase customer loyalty. Companies should simply include an option for customers to list their anniversaries when they sign up for loyalty programs.
For the holidays
This is a great time to step in and reward customers for their business. For example, a retail store could offer an exclusive holiday themed item only available in stores and with a purchase. An online company might include some small extras, such as product samples, in each package. This way, customers not only know the company cares, but shopping with the brand is rewarding, too.
For a customer milestone
When a customer reaches a certain volume of purchases or visits, there’s reason to celebrate. Loyalty programs work best when they are tailored to the unique needs of their customers, so why not reward a pre-determined number of purchases with a highly customized gift? Nowadays, companies house vast stores of information about their consumers that they can leverage to their advantage. If the lucky customer has a favorite product, send a message thanking them and saying the next one is on the house.