If you have a loyalty program you probably have different levels where members belong, this is the idea of recognition – Platinum customers get preferential treatment. I strongly believe that customers like this recognition and feel proud about their association. After all, all it signifies is that “Hey, you are important to us.” If you don’t believe me, just look at any airline frequent flyer program. I have come across many members who like state that they are “gold” and “platinum” members.
I believe that at every level of your loyalty program there should be increased customer recognition. The recognition you give should be noticeable e.g. extra points, or intangible e.g. special entry or invitation to VIP nights. For retail loyalty program, being able attend sale before its open to the public, is nirvana. Or being able sip a glass of champagne in-store while shopping is heavenly. In this dynamic business environment, it is critical that you don’t misjudge or miscalculate customer recognition.
Consequently, I urge you to ask this question to your marketing or loyalty manager “what are you doing to tackle our customer’s hunger for recognition?” Remember, when retail-marketing people said that they wanted to create special extended trading hours for their best customers, the operations people cringed and said they were crazy. Guys, don’t take “no” for an answer.