30 December 2016

Customers believe that brands require too much confidential information in their loyalty programs


Social content can help customer loyalty, but not by asking for confidential information. Both B2B and B2C can generate leads in exchange for quality content or access to exclusive discounts through a loyalty program; The key is that the client does not feel compelled to provide information with which he is not comfortable.

Maritz Loyalty’s latest Annual Loyalty Report indicates customers like to participate in these discount programs, but feel that brands require too much confidential information.

Is it really profitable Social Media Marketing for companies and brandsIn 2012, users took part in 7.4 loyalty actions, and 80% of them consider it worthwhile. Even 57% indicated that this participation influenced them when making their purchasing decisions.

However, companies should act with caution in this area, especially when determining what data to ask participants in their loyalty programs. 40% of customers feel that they have to provide too much personal information in order to access these promotions; 44% feel particularly upset when it comes to talking about their income, or their family nucleus; Contributing data such as family members, age, profession …

Something similar happens with content and actions on social networks. 40% of the participants in the Maritz survey indicate that they do not strongly agree that the companies they follow want to access their personal information, publications and photos as an indispensable condition to participate in one of their promotions.

The effectiveness of these discount-based actions works especially when focusing on the right target audience, even if the offer is not spectacular. Instead of asking such confidential information, another way to get customers involved and their social interactions is to offer discount coupons.

One of the most effective ways to gain customer loyalty is by providing positive experiences. This way it is not necessary to request compromised information. 75% of these satisfied customers willingly lend themselves to speak in favor of the brand; According to Analytics Partners.