A simple - black and white - description of how Loyalty should be implemented as part of the overall marketing mix and the key elements to make it successful

1. A journey
to the Audiences’ hea
In black & white

2. Communicate With our Customers
• If we want to build a relationship with our customers, we need to show them that
we are present.
• We must communicate with them, let them know that there is a real person, show
them that we care.
• If our customers are unable to reach us, they will instantly be put off. The harder it
is for a customer to speak to a real person the less likely they will return.
• Building a lasting relationship requires a combination of effective communication
and effective listening.
• Take time to truly listen to what our customer is saying

3. Get Hyper personal
• Providing our customers with personalized service might be something small, but
it will go a long way. This “special” treatment is what makes people feel important,
respected, and valued.
• Addressing customers by their first name, and sharing our own name with them,
will make people feel a stronger connection with us. It shows that we are willing to
be accountable and proves to our customer that we are a real person, not just a
robot.
• Sending private messages to our customers is another way of building a
personalized relationship with them. Using the Captain Up plugin we can do just
that. We can discover who our most passionate and influential users are and send
them private messages to their inbox. These messages will be visible only to them
and to us

4. Make Customer Care a Key Part of our Business Strategy
• This means organizing our entire business to meet the needs of our customers.
• In order for us to deliver high-quality care to our customers, we need to ensure
our employees have good communication skills, they can handle complaints
effectively, and they are able to listen to what our customers want.
• Be consistent with our responsiveness, deliver our customers a good service, and
be sure to make realistic promises.
• People like to promise the world. We shouldn’t. It is better if we tell a customer
something will take a month and it takes just a week than the other way round.
• Under-promise, over-deliver – that way we will WOW our customer!
• Create a list of our top key accounts within our company. This way we will have a
focus.
• We will know that these are the customers who deserve our top service and
treatment at all times. With these important customers in mind, we should call
them “just to say hello” and introduce ourselves.

5. Develop a Brand Around the Company and its Services
• Developing a clear, consistent brand around our company that customers can
identify with, will increase our customer loyalty.
• Shared values are one or the largest drivers of brand loyalty. It’s important that we
define the value that we want our business to stand for. Then connect with our
customers through these values.
• Connecting with our customers on a personal level is a crucial stage of business
development.
• The majority of customers will not actually care about having a strong relationship
with our brand. They will however care about our brand if the beliefs of our
business are the same as theirs.
• If they like what our business stands for, they will come back.

6. Provide Customer Incentives
• Provide real incentives to our customers that make them feel ‘exclusive.’ This
means our loyalty rewards must only be available to those special customers who
continuously engage with our company and brand.
• Reel our customers in with rewards. Rewarding proves that we appreciate our
special customers.
• Using the Captain Up plugin, we can incentivize purchases by creating certain
conditions that must be met in order for our user to be rewarded.

7. Give our Top Customers More
• It is crucial that we keep our best customers happy. We want them to feel we treat
them extra-special because we appreciate their loyalty.
• A great way to do this is by giving them benefits.
• Different benefits can be given to our loyal customers, such as discounts,
invitations to special events, or even a waive on restrictions
• Our top customers are our greatest assets – think of them before anyone else, and
keep them happy no matter what it requires.
• If we have a new idea, discuss it with them. By asking for their opinions before
making decisions we are making them feel special, and showing that their opinions
matter to us.
• Remember our customers’ birthdays and send them e-cards. It’s the gesture that
counts!

8. Have Fun!
• If you want our customers to stay loyal to us, it is important that they have a good
time.
• Be entertaining, be outrageous, and be different. If they relate to our personality
then they will want to spend time with us.
• It is not only about business, it is about having fun and proving to our customers
that we are fun ones to do business with.
• Don’t be boring and our customers will love us.

9. Loyalty – Main Points
• Customer loyalty is relevant to us.
• A little goes a long way.
• If we do not forget our customers, they will not forget us. Show that we care
about them, show our appreciation time and time again. Go above and beyond.
• Selling to existing customers is much easier and cheaper than finding new ones!
• Improving our customer loyalty will be one of the best marketing tools we can
possibly implement.

10. Loyalty – Main Points
• Get hyper-personal
• Let your best customers skip the line
• Meet the chef
• Appoint true ambassadors
• Get all tiery-eyed
• Let the tools do their job
• Let Nature take its course