And the behavioral psychology that makes them work
A loyalty program without a set of communications to make it work is like having a beautiful tenor
serenade an empty forest. Just as the quality of a tenor’s voice can be incredibly moving, a well-planned
communications strategy will fuel your loyalty program.
There are seven loyalty campaigns that every loyalty program should include in a life cycle communications strategy. Each campaign is designed to influence a specific type of behavioral response from loyalty program members, based on where they are within the customer life cycle. For each of these campaigns, there is one psychological principle that is of paramount importance to the success of the campaign.
Communicating with your members involves strategy. Developing campaigns that span the entire customer
life cycle for your loyalty program is the first part of that strategy. Understanding psychological influencers
and applying that knowledge to your campaigns can not only improve your engagement among existing
members, but grow your membership as well.
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