For the third year in the ‘for love or money’ research studies (2015, 2016 and 2017), the 13 reasons for member defection from loyalty programs was monitored.
Whilst there has been a comparative decline in many of these, consistently at no1 over all these studies is the ‘earn rate’ or members’ perception that they are not earning their points/rewards fast enough.
Other impacts on loyalty program defection are
- The rewards are not appealing
- The program changed its benefits and rewards
- Too much of a hassle to participate
All program managers (those with existing programs and those planning a program) should take a close look at the list and ensure their programs do not fall foul of these.
Have a happy loyalty day