Customer relation in loyalty programs
ICO: tokenloyalty.io || Telegram: https://t.me/tokenloyaltyico
“Customer is always right. Even if he is wrong, he is right”. That important rule is often forgotten in other branches than e-commerce or offline sales. Loyalty programs are even closer to customer relation that anyone may think about.
Customer relation has to base on trust — prizes are important (for some people most), but in the back of their head is always the question — “why do I get something for free? Nothing is for free”.
Most of the old-type loyalty programs a lot of data related to customer to create better offers, use it in the marketing and sell this data in frames of partnership networks. So it may be called as “data trade”. This data is based on personal data of participants to build the knowledge base about consumer needs. That is why prizes aren’t for free.
For example:
- Collected is behavioral data
- Collected is personal data for direct marketing
- Customer profiles are created
We have constructed another type of model, which does not affect customers and bases on trust. We say “you are paid for the effort”, which is true — customer joins a game-alike campaign to get prizes. In this model his data is secure. Why? Blockchain technology gives opportunities to do marketing statistics based on full anonymity of users. We can connect the interests of users and merchandisers, because we can base on the anonymity, while still bringing desired effects to the merchants, but engaging customers into a game scenario.
Customer data is safe, because you do not have to enter any data if you decide so. Of course, you MAY enter some data if you want in specified campaigns, but THEY DON’T HAVE TO. This is totally different approach in difference to ‘you must’.
What is more, customers have a full control over the collected points and the customer finally decides what you will do them.
In old approach, when the campaign ends, customer’s collected points would be useless… As global data shows, collected points, codes and other non-physical assets do not represent any value after the end of such promotion. It is calculated that almost 40% of participants of such loyalty programs forgets about the collection of such points and do not realize them.
Token Loyalty is the solution. The token may be used in other campaigns or just be traded. We call it the use of added value and value related to exchanges.
So in basic importance of customer, we relate to:
- Pay him for the effort of being loyal to brand by creation of the environment to join campaigns of several merchants
- Give him freedom to dispose his loyalty points in form of tokens
- Create value of tokens that may be tickets, gif coupons, access codes, etc.
- Bring connection to gateways to exchange collector’s value of the token into money
