From the course: Customer Experience (CX) Strategy: How to Design an Organizational Approach
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CX in loyalty programs
From the course: Customer Experience (CX) Strategy: How to Design an Organizational Approach
CX in loyalty programs
- [Host] No CX strategy is complete without rewarding your customer's loyalty. Even brands and industries that seemed above the language of points and free, are launching rewards programs, which suggests that these programs have become an expectation of customer experience. But most loyalty programs are broken. They focus too much on an explicit exchange of value, when they should be focused on an implicit value exchange. So what's an explicit reward? This is when you do X and get Y. It's a proven and powerful tool, but today it's only part of the equation. Implicit rewards, on the other hand, occur when continued loyalty leads to more curated and personalized experiences. These experiences are often nuanced and unique to each brand. It's the barista who knows your name and drink, a skip to the front of the line, because a single click placed your favorite order. These are all examples of implicit rewards. In the…
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