Instead, these artificial attempts at loyalty create extra overhead in the customer relationship, they deliver pseudo-benefits the customer never needed, and they may even create barriers, resentment, or revolt.Īt Adaptive Path, we’ve observed this superficial nature of loyalty programs first hand. Such shallow solutions don’t resonate deeply with customers.
It’s no surprise that the MBA-knee jerk reaction to a loyalty problem is to create a loyalty program, but you can’t manufacture loyal customers by issuing them bronze, gold, and platinum ID cards. But measuring loyalty doesn’t create loyalty. Such measures are popular because they track behaviors that create economic value: a customer recommending your brand to a friend, or a customer returning to buy from you again. A satisfied customer isn’t necessarily a loyal customer, today’s satisfied customer might find even more satisfaction in your competitor’s offerings tomorrow.Īnd so we’ve started to see the rapid diffusion of tools like the Net Promoter Score which try to quantify loyalty. Going a step beyond just measuring loyalty, the Long Wow is an experience-centric approach to fostering and creating it.īusinesses have begun to realize that the lofty goal of customer satisfaction might in fact be a red herring. The Long Wow is a means to achieving long-term customer loyalty through systematically impressing your customers again and again. For example a 20X WOWpoints offer means you earn 20 WOWpoints for each dollar, the equivalent of 20% cash back! This means that a purchase of $20 through a 20X link will earn you 400 WOWPoints, which can be redeemed for a $4 credit on a future purchase.Originally published in Adaptive Path's book, Subject To Change.
Standard offers award you with 1 WOWPoint for every dollar you spend, but we frequently run promotions that allow you to earn even more. They never expire and are as good as cash and can be earned and redeemed across our catalog of thousands of offers.
WOWpoints are the online currency that you earn when doing your shopping through Perks at Work. Here is an intro video to earning and using WOWpoints:
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