The latest app to make it to my phone is Beat the Q, an online coffee ordering app that a friend recommended. It means I don’t have to queue for my single origin, Fairtrade, gluten-free, almond milk latte anymore. And they also gave me a free coffee for doing it. That’s a win win as far as I’m concerned. Until the next app that comes along and promises to make my life better and reward me at the same time.
Oracle recently released a report on how millennials are redefining service. Millennials want to be acknowledged with personalised rewards that reflect their individual preferences.
Hotels still use the term loyalty but realistically loyalty doesn’t come into it. It’s about convenience and personalised rewards. In other words ‘what’s in it for me?’ The one size
fits all reward just doesn’t cut it anymore, and companies that tailor their reward programs to the needs of each customer are the ones racing ahead.
Ultimately, good service is about delivering a product in the most efficient way possible and loyalty to a brand or company only comes when that is a consistent promise. Have a look at
our story on loyalty programs on page 26 of CIM Magazine April 2016 Issue.