For years now I’ve been highlighting (and advising) that customer facing team members are the not-so-secret powerful force of loyalty program success.
Yawn…we know this…it’s nothing new!
Yes, BUT… what has never been identified and quantified before (at least that I can find) are four factors that team members have to influence the acquisition of new members to a loyalty program.
For the first time in the annual For Love or MoneyTM research and 2023 edition, we explored four influencing factors team members have, to acquire new loyalty program members, from the loyalty program members’ point of view.
The four influencing factors ranked by program members were:
1. Making it quick and easy to join:
A team member making it quick and easy to join the program.
(69% of loyalty program members ranked this factor as a moderate/significant influence)
2. Knowledge of program benefits:
A team member’s knowledge of the benefits of the program.
(62% of loyalty program members ranked this factor as a moderate/significant influence)
3. Enthusiasm about the program:
A team member’s enthusiasm about the program and its benefits.
(55% of loyalty program members ranked this factor as a moderate/significant influence)
4. Proactively asking customers to join:
A team member proactively asking customers to join the program when they are making a transaction.
(50% of loyalty program members ranked this factor as a moderate/significant influence)
The ranking is less important than having all four working seamlessly together
Developing a seamless experience to join with a well-crafted script (25 words or less than 15 seconds) along with knowledge and enthusiasm are key to successful member acquisition by team members.
Seems good in theory but needs more focus to make it a successful reality.
If you would like to go deeper on insights by gender and generations you can access the comprehensive For Love or MoneyTM report.
Have a happy loyalty day!