Playing for Loyalty

by Network for Good Specialist ‎11-02-2012 3:00 AM, EDT

By Kate Olsen and Allison McGuire

 

This is an excerpt from our new eGuide, Rewards & Loyalty: 3 Ways to Win the Hearts of Your Consumers & Employees with Cause.

 

Want a loyal audience? Of course you do! Your consumers and employees crave relevant and personalized touch points from brands they love. While it's no small feat to create constant, timely content, it's worth it.

 

Why? When done right, this multiple touch points approach to building long-term loyalty will differentiate your company amid a cacophony of marketing messages and brand promises.

 

Corporate content engagement.jpgConsumer loyalty is driven by marketers’ abilities to understand consumers better and deliver more relevant and valued offers via their preferred channels (email, social, etc.).  According to recent research from the CMO Council[i], 54% of consumers surveyed are considering leaving brands due to “the barrage of irrelevant messages, low value rewards, and impersonal engagements.” 

 

Employee loyalty is based on employees’ perceptions about whether their employer is looking out for their best interests, paying attention to their professional development, and giving them opportunities to improve their well-being.  According to MetLife's 10th Annual Study of Employee Benefit Trends[ii] released in March 2012, employee loyalty is at a seven-year low.

 

It’s time to make sure your company’s loyalty approach doesn’t fall victim to these trends. Charity rewards give your consumers and employees meaningful, personal perks and allow your company to gain better insights on their interests to drive even deeper engagement over time.

 

Image credit: http://on.fb.me/WEeP9D 

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Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity and advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. Learn more