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In this edition of The Deloitte Consumer Review, Deloitte are revisiting a theme explored in the 15th edition: the challenge businesses have in delivering a positive customer experience.
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GLOIn this report, Deloitte examine the following points:
- the traditional customer loyalty scheme has become a ‘tired’ concept that needs to be reinvented
- the customer experience is just as important as points or financial rewards to secure customer loyalty
- winning and retaining customers in the digital era requires a mix of personalisation, relevance, exclusivity and engagement across all the different channels
- traditional points-based schemes are often not agile enough to meet rapidly changing customer expectations the same way that ‘connected stores’ and new technologies can engage with consumers
- traditional financially driven loyalty schemes can become a financial liability for businesses
- businesses need to consider a custom-built solution for implementing their loyalty strategy versus an off-the-shelf ‘buy’ version
- loyalty solutions need to be agile to build and enhance the offering
