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Contoh Customer Loyalty Program yang Sukses untuk Brand


25 August 2022
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Lebih dari 90% perusahaan memiliki beberapa jenis customer loyalty program. Program tersebut adalah salah satu taktik paling efektif dalam meningkatkan pendapatan, dan mempertahankan konsumen. Sebanyak 84% konsumen mengatakan bahwa mereka lebih  loyal terhadap brand yang menawarkan customer loyalty program.

Tidak hanya untuk para konsumen lama program ini juga dapat menarik konsumen baru. Tanpa menawarkan produk, dan layanan, konsumen memerlukan alasan untuk tetap berbelanja secara eksklusif pada brand Anda.

Apa itu customer loyalty program, dan bagaimana cara penggunaannya?

Customer loyalty program adalah strategi brand yang mendorong konsumen untuk terus membeli. Brand dapat memberi keuntungan terhadap konsumen yang aktif. Dengan begitu semakin banyak konsumen yang membeli atau berinteraksi dengan brand, semakin banyak pula imbalan yang akan mereka peroleh.

Brand dapat menawarkan poin atau voucher kepada konsumen yang nantinya dapat ditukarkan dengan diskon, potongan harga, produk gratis, atau hadiah. Ini dilakukan agar memotivasi konsumen untuk melakukan pembelian berulang, dan membangun kepercayaan antara konsumen dan brand.

Contoh customer loyalty program terbaik

Berikut adalah tujuh contoh customer loyalty program paling inovatif. Anda dapat pelajari masing-masing program. Dengan begitu Anda mungkin akan menemukan beberapa program ide yang dapat brand Anda gunakan.

1. DSW

Dalam menjalankan customer loyalty program, Designer Shoe Warehouse (DSW) memberi konsumen poin di setiap pembelian, dan memberikan tingkatan hadiah yang akan didapatkan konsumen saat mereka berbelanja lebih banyak.

Untuk meningkatkan keterlibatan konsumen terhadap customer loyalty program, DSW melakukan kampanye lewat email yang bertujuan untuk mengingatkan konsumen tentang program mereka. Kampanye ini terdiri dari email yang berisi:

  • jumlah poin yang dibutuhkan untuk mendapatkan diskon.

  • cuplikan interkasi konsumen dengan brand yang berisi: informasi berapa lama konsumen menjadi member, jumlah poin yang dimiliki, dan berapa banyak yang nominal yang dihemat dalam waktu dua tahu terakhir.

2. Sephora Beauty Insider

Salah satu hambatan dari toko retail kosmetik Sephora adalah produknya yang mahal. Namun, dengan menjadi member Beauty Insider konsumen akan mendapatkan hadiah untuk setiap pembelian berdasarkan sistem poin. Bagian uniknya adalah konsumen dapat memilih cara menggunakan poin tersebut, baik gift card, dan diskon.

Ini dilakukan untuk mengimbangi harga pembelian tanpa perlu memotong harga produk. Member juga dapat menukarkan poin untuk hal-hal yang lebih eksklusif, seperti produk limited edition atau mendapatkan tutorial kecantikan di dalam toko.

3. Starbucks Rewards

Saat ini sudah banyak brand yang memanfaatkan aplikasi untuk customer loyalty program. Namun, pertama kali Starbucks mengeluarkan Starbucks Rewards melalui aplikasi itu adalah ide baru yang sangat genius. Karena konsumen tidak perlu khawatir kartu yang akan hilang, atau mengisi beberapa lembar dokumen untuk administrasi.

Untuk mendapatkan poin (atau bintang untuk sebutan Strabucks) konsumen harus memesan atau membayar dengan aplikasi Starbucks. Semua transaksi dipusatkan pada penggunaan aplikasi. Hal ini juga sangat bermanfaat untuk mengetahui lokasi, menu favorit, dan kebiasaan konsumen. Dengan begini Anda dapat mengumpulkan data-data konsumen lebih mudah lagi.

4. Amazon Prime

Untuk industri retail banyak produk, dan harga yang serupa, sehingga customer loyalty program dilakukan untuk menjadi pembeda, dan keunggulan. Amazon bersaing ketat dengan Walmart dan Costco. Cara Amazon membedakan diri dengan yang lain adalah dengan meyakinkan konsumen untuk menjadi member Prime.

Dengan biaya tahunan, member Prime akan menikmati dua hari layanan pengiriman tanpa batas yang bisa dipakai untuk jutaan produk, streaming Amazon, dan penjualan Prime Day. Cara ini berhasil sebab, dibandingkan dengan konsumen lain, member Prime menghabiskan rata-rata empat kali lebih banyak.

5. The North Face

Konsumen yang terdaftar dalam member The North Face akan mendapatkan poin dalam program XPLR Pass. Poin tidak hanya didapatkan ketika belanja, tetapi juga saat menghadiri acara eksklusif The North Face, check-in di lokasi tertentu, dan download aplikasi The North Face.

Ketika poin sudah terkumpul, konsumen dapat menukarkan dengan akses ke koleksi atau kolaborasi limited edition, kesempatan untuk memakai produk sebelum dirilis, dan kesempatan menikmati perjalanan-perjalan yang mengasyikan, seperti mendaki gunning di Nepal.

6. REI Co-op

Perlu diingat bahwa tidak selamanya konsumen tertarik dengan customer loyalty program, sebab mereka tahu tujuan akhirnya adalah tentang membeli lebih banyak dan menghabiskan lebih banyak uang. Oleh karena itu, customer loyalty program harus dapat mengalihkan fokus, dan membuat konsumen merasa untung.

Dengan $20 REI Co-op mengajak konsumen menjadi member seumur hidup. Setelah bergabung, konsumen akan mendapatkan 10% diskon di setiap pembelian, akses ke garage sale dengan diskon besar-besaran, dan diskon untuk menikmati petualangan-petualangan yang disediakan REI Co-op.

7. Apple

Terkadang customer loyalty program yang inovatif adalah tidak ada program loyalitas sama sekali. Tanpa menawarkan imbalan dan insentif, brand dapat tetap menjual produk secara tinggi. Hal ini dapat dilihat lewat brand Apple. Dengan kualitas produk yang bagus, menciptakan fitur-fitur canggih, dan menawarkan manfaat pada produk di setiap pembeliannya, Apple dapat menarik konsumen, tanpa menggunakan customer loyalty program. 

Jika Anda tidak yakin program yang sesuai atau yang akan disukai oleh konsumen. Anda dapat menayakan kepada konsumen Anda tentang customer loyalty program yang mereka inginkan. Untuk mencari tahu manfaatkan survei atau jajak pendapat dengan basis konsumen Anda, lalu buatlah program yang diinginkan oleh para pelanggan.

RELATED ARTICLE
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Employee Engagement, One of the Effective HR Strategies
19 June 2024

One of the determining factors for company stability and success is employee engagement. Behind the company's reputation and success as seen from the outside, it cannot be denied that the active role of the employees is also involved.

So, what is included in employee engagement as an effective HR strategy to support successful company branding?

This concept, which was first popularized by  Gallup Consultants in 2004, is an attempt to understand the relationship between companies and their employees. This thing can be measured both qualitatively and quantitatively.

So what is its role that is called one of the efforts that HR can make to build the success and stability of the company? Read this article to the end to understand the concept, okay?

The Important Role of Employee Engagement

Even though the aim is to contribute to the success and maintain the stability of the company, employee engagement can be seen from two sides, namely the perspective of the company and the employee.

From a company perspective, employee engagement is an effort to assess how loyal employees are at work. This loyalty is not only assessed based on the work completed, but also includes the duration of the work and its quality.

Apart from that, companies also want to know whether employees feel proud of what they do for the company.

Meanwhile, from an employee's perspective, employee engagement is an effort to realize their role in the company. This needs to be known so that the company can continue to support employees so that they remain enthusiastic about working.

Apart from that, it can also foster a sense of having contributed to the company while working at the company.

It can be concluded that employee engagement is not only concerned with the company, but also seen from the employee's perspective. However, basically there is only one goal, namely to help maintain the stability and success of the organization within the company.

Strategy to Increase Employee Engagement

There are several strategies for increasing employee engagement within the company. This strategy certainly needs to be tried for those of you who want to measure how successful this concept is in the company.

The following is the strategy:

Intense Communication

Establishing intense communication can foster a sense of trust between the company and employees, as well as team members and managers. In employee engagement, communication needs to be two-way and intense to understand the company's position and employee opinions.

Some examples of building intense communication are as follows:

  • Hold regular meetings to share important matters within the company and let employees understand the state of the company.
  • Create communication channels that are easily accessible, for example mailing lists, communication groups for short messages or groups on the office communication channels used.
  • Create a digital form for suggestions and criticism when the company holds activities for employees. This is useful for understanding whether employees enjoy or have other input for the program provided.

Rewarding Positive Contributions

Getting to know employees well, appreciating achievements and providing opportunities for self-development is one of the employee engagement efforts. With this, employees feel more positively appreciated and motivated to work harder or be more comfortable in the company.

Opportunities for Self-Transformation

In an era of intense business competition, giving employees the opportunity to transform themselves can be an employee engagement effort provided by the company. By providing opportunities for self-transformation for employees, it can make employees more persistent and improve their skills.

This can certainly help the company in the end. Some examples of self-transformation opportunities for employees are as follows:

  • Providing challenging projects for employees who like challenges at work.
  • Organize training both according to duties and to develop other skills.
  • Make a clear career plan for each employee so that they have a clear picture and make their performance better and more enthusiastic.

Benefits of Employee Engagement

In general, the benefits of employee engagement are improving work results in the company. However, there are several quite significant benefits that can be generated by people engagement as an HR strategy, namely;

Absenteeism Rates Decreased

Employees who feel engaged or feel connected tend to be loyal to their jobs and the company where they work. This is because he may be more motivated and also find the work environment pleasant.

Positive engagement between employees and the company will help improve the percentage of employee attendance.

Increasing Employee Production

What makes a significant difference with employee engagement? Another thing that is quite profitable is increasing the production of employee work.

If this can be applied to the majority of employees, it can certainly speed up the process of realizing the company's vision and mission.

Extending Employee Service Period

Employees will tend to stay in a company if they feel appreciated. This way of appreciating employees is one of the employee engagement efforts.

Employees who feel involved and appreciated will be more enthusiastic about working. As a result, employees will stay in a company for a long time because they believe they can grow together.

Employee engagement is only one of the efforts made by the company through HR. To do this requires skills in leadership and resource management.

These two things are important points and can be learned at prasmul-eli!

Currently, prasmul-eli is opening a short program that will provide material regarding leadership skill development, resource management, innovation strategies and much more. The short program at Prasmul-Eli also presents presenters who are experienced in their fields.
With this, of course you will get a lot of insight. Interested in joining this program? Click this link for further information!

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Change Management: Meaning, Benefits, Framework, and Steps to Do It
18 June 2024

In a company, changes can result in decreased work productivity and even losses. Therefore, proper change management is needed.

There are several types of frameworks that you can use to ensure changes in your business can be implemented and accepted well. In this article we will explain in full about change management.

What is Change Management?

Change management is a systematic step that companies must take in implementing organizational, operational changes, and the technology adaptation process. In other words, companies must ensure change continues while encouraging employees to take part in it.

According to TechTarget, change within a company, on any scale, can cause stress and discomfort. Decreased productivity and job satisfaction are only a small part of the negative impacts of messy change.

Before making changes within your company, you should consider the following:

  • Impact of changes on operations and employee conditions.
  • Prepare clear stages and implementation schedule.
  • Document all stages and change processes so that nothing is missed.

All of the above considerations will form the right change management plan. You can also choose a framework that suits the type of change and all employees.

Benefits of Change Management

If the company has a structured and systematic change management plan, the following are a number of benefits that will be felt:

For companies

  • Complete system and documentation.
  • Ensure the similarity of expected and occurring changes.
  • Automation systems can be adopted precisely and quickly.
  • Can identify what needs to be changed and eliminated.
  • Can determine infrastructure whose function can be changed.

For employees

  • Understand the reasons and solutions carried out by the company in the change process.
  • Understand the role and impact that can be provided during the change process.
  • Equalize the perspective and feelings of each employee towards change.
  • Understanding that his and the company's future is on the same path.
  • Can compare expectations and facts of changes that will occur.

Types of Change Management Frameworks

As mentioned above, there are several types of change management frameworks to ensure a smooth process. Summarizing Apty, here are four frameworks commonly used by companies in carrying out change management.

Kotter change management

This framework was popularized by Harvard professor John Kotter. The process he introduced is popular and has been used by many companies since 1996.

Kotter divides the change management process into eight important steps.

  1. Create urgency for change.
  2. Building collaboration within the organization to support change.
  3. Create a strategic and realistic vision.
  4. Can convey the vision well and clearly.
  5. Encourage various parties to take part in the process.
  6. Celebrate all small and short-term achievements.
  7. Maintain the duration and speed of the change process.
  8. Cultivate and form a corporate culture within the company.

When creating urgency for a change, you must be able to convey the reasons and the problem you are trying to solve. Make sure this information is conveyed transparently to employees.

Lewin's change management model

This change management model is quite simple, Lurt Lewin describes the following three phases.

Unfreeze

This phase is used to map out what needs to be changed and what kind of preparation is needed. In detail, pay attention to the following three things:

  • Decide what to change.
  • Analyze the company's current operations and what changes need to be made.
  • Communicate changes transparently.

Change

This phase is when all changes begin to be implemented. Make sure these two things are done:

  • Ensure all employees understand the positive impact of change.
  • Provide training and time for employees to adapt.

Refreeze

This final phase is to ensure the changes are implemented correctly. Three things to do are:

  • Convey again the goals and impacts that will occur from changes to the company's internal processes.
  • Ensure company stability during and after changes.
  • Celebrate success and success in making changes.

PDSA

This change management is a framework that prioritizes continuity. This means that even though changes have been implemented, the process will continue to be optimized and developed. The PDSA stages are:

  • Plan – Identify changes and develop a plan.
  • Do – Make changes from the smallest scale.
  • Study – Analyze the results of changes and identify successful patterns that need to be corrected.
  • Act – Make decisions and implement changes based on analysis and lessons learned.

This change management helps companies and employees to remain flexible and develop.

ADKAR model from Prosci

This framework prioritizes perceived outcomes in change management. Prosci outlined these five results or achievements:

  • Awareness – Company management explains the changes that will occur and their causes.
  • Desire – Leaders and managers ask for employee support through case studies and facts about company conditions. It is recommended to conduct 1-on-1s to understand employee opinions and concerns.
  • Knowledge – Changes are implemented thoroughly. Companies must hold training to support employees in adapting.
  • Ability – Employees will begin to apply changes in their daily work.
  • Reinforcement – ​​Give appreciation to employees for implementing and making the change a success.

Steps to Perform Change Management

If you look at the various frameworks above, the key steps for effective change management are:

Open-minded leader

Quoting Asis Online, feelings of frustration and uncertainty in change can be overcome by a company that can embrace all parties and be open. Internal stakeholders, clients, employees and consumers must receive a complete explanation and understand the new steps the company will take. The right leader will ensure all of those things happen.

Involvement of all related parties

Still related to the previous point, change requires help from all parties in the company. Every team, stakeholder and employee must work together to carry out and support the change process.

Open and clear communication

It can be concluded from the various frameworks above, transparent, intensive, effective and personal communication can help the change process run smoothly.

Change-related training

Employees must receive training and be given realistic time to adapt to changes. Managers can hold 1-on-1 sessions to check on employee conditions.

Clear success metrics

The final step is to determine realistic and clear targets for success. Frustration and uncertainty can result from metrics that are “too high” or impossible to achieve in a short time frame.

That is a summary of change management so that companies can avoid problems that could have a bad impact.

Through proper change management, the mission and vision of leaders and employees will be united. Therefore, change management is a process that must be prepared carefully.

Before making a decision, you should first study the change process and management.

Join the prasmul-eli short program and learn about various change processes and management!
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Customer Relationship: Meaning, Benefits, Types, How to Build, and the Difference from Customer Service
17 June 2024

The relationship between business and consumers must be a primary concern and continue to be maintained. Building strong customer relationships is one way.

Consumers always expect business commitment to provide the best products and services. Consumer loyalty is a result that will be directly proportional to business profits.

In this article, you will learn in depth about customer relationships, from the meaning, benefits, types, to how to build them.

What is Customer Relationship?

Customer relationship is a method used by companies to ensure customer satisfaction and loyalty. This method, citing HubSpot, requires companies to proactively provide the best service, solutions to consumer problems, and ensure their needs are met.

Companies with the best products or services are not limited to what they sell. Because today's consumers also want to know the image of the product and the level of company awareness after the product or service is purchased.

Therefore, strong customer relationships will ensure business success in the future.

Benefits of Customer Relationships

In addition from bringing business success, also know the benefits of customer relationships in your business in the short and long term.

  • Consumer loyalty to buy any product sold.
  • Know and understand consumer needs.
  • Becomes important capital in making business decisions.
  • Understand what problems they face and how the product can help them.
  • Improve the overall reputation and image of the company.
  • Make your brand or business at the top of consumers' minds.
  • Improve customer experience and satisfaction.
  • Creating opportunities for businesses to have more diverse products.

Types of Customer Relationships

Depending on the business, type of product, and type of consumer, there are three types of customer relationships. Summarizing HiverHQ, here is the complete explanation:

Proactive customer relations

Proactive customer relations is directly building customer relationships proactively. Companies must contact consumers before any complaints or problems occur. From the start, companies must:

  • know who the consumers are
  • what are the needs
  • what is the thought process before buying
  • what kind of product is expected
  • what image is expected
  • understand how to keep them satisfied

You can run this type with a variety of rewarded surveys. Make sure the survey is run consistently, for example every quarter (3 months).

Reactive customer relations

Different from the previous type, reactive customer relations is a way for businesses to respond to, understand and resolve problems experienced by consumers. Therefore, you must know all the problems and complaints that consumers convey in various forms and platforms.

Several strategies that businesses can implement to produce positive reactive customer relations include:

  • Validate consumer complaints and input.
  • Apologize and make sure the business is ready to resolve the complaint.
  • Understand the problem and offer the best solution.
  • Follow up even though the problem has been resolved and show concern.

Strategic customer relations

Strategic customer relations means that the company's culture and references are based on consumer needs and satisfaction. Every product made is always confirmed and tested by loyal consumers. Usually this type is carried out by companies that already have a special image in general.

How to Build Customer Relationships

Follow these steps to build good customer relationships:

Build a strong foundation in communication

Good relationships are based on clear and open communication. Convey all information as it is and use sentences that are easy to understand. Avoid jargon or difficult words.

Be realistic and don't lie

Don't give false and unrealistic hopes. Make sure the solution offered makes sense and can be done easily by consumers.

Receive and collect input from consumers

Always record and pay attention to every input, suggestion, and complaint submitted. Use this as a reference for development and solving various problems.

Track the problem resolution process

As long as the problem is not resolved, consumers should not have to report the same thing again. Also track the problem resolution process with the relevant team. Continue to convey how far your team is working.

Anticipate consumer needs

Even though the problem has been resolved, consumers will continue to use your product or service. By understanding consumer habits and profiles, create a list of needs that may arise in the future.

Make the relationship more personal

Make consumers feel like you are a friend who helps them solve problems. You can also call consumers by name in each communication process.

Monitor consumer changes

Monitor consumer changes and check for possible problems that may occur. These problems can be related to how the product works, the taste of the product, the impact of the product on consumers, and even the image of the product.

Competitor analysis

Find out how they build relationships with consumers. Especially competitors in the same industry. You can build stronger and better relationships to attract new consumers.

Understand market changes

Understand market changes and consumer needs. Changes that occur in the economy, ways of thinking, and needs will influence the company's customer relationship strategy.

Reach new consumers

Reach potential consumers who can become loyal consumers in the future. You can expand the range of services or products marketed or add product lines.

Difference between Customer Relationship and Customer Service

In short, here are the basic differences between customer relationship and customer service:

  • Customer service focuses on the process of solving consumer problems directly.
  • Meanwhile, customer relationship focuses on the process of building and maintaining long-term relationships with consumers.

Both play an important role in business and consumer relationships.

Customer relationship is a concrete step to ensure consumers continue to use your product in the long term.

Building customer relationships requires time and the right strategy.

Want to learn more about customer relationships and how to build them?
Join our class and learn how to build good customer relationships, click here now!