By John Bartold

Are we making it too easy for customers to establish a relationship with us? Be careful about creating a loyalty strategy that’s too easy – and has too little payoff.

When people talk about being customer-centric, the word “frictionless” seems to equal nirvana. I have heard and read advice that tells brands not to put any impediment in the path of a consumer that could cause them to say no. Make it easy, they say, even if you as the marketer receive little value in return.

Is that the right approach? Is making everything easy, almost effortless, the key to success in your engagement strategy? Not really.

In a recent COLLOQUY Loyalty Census, participation in loyalty programs was found to be declining while enrollments were growing. Could we be making establishing a relationship with a brand too easy? How invested are consumers when it only takes an email address or phone

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