differentiating your engagement by perceived positive empowerment

All of us are part of so many ‘similar’ loyalty programs, that not only is it difficult to keep a track , but we also tend to shrug off by the thought of joining another similar program offerings. The problem lies in the design coz they all look the same, behave in the same way and more or less offer similar rewards. It is very hard to differentiate one program from the other and hence a key point of ‘differentiation’ comes here.

Here, I am referring about the differentiation that can happen at a program level and not at a brand or offerings level. 2 similar category stores can differentiate themselves in many ways but when it comes to program-level dynamics, they all ‘seem’ the same. There is very little engagement or interaction with members (customers) and the reason for being loyal to the store is never because of the program.

I would like to highlight the need for DEEP to be integrated with every program – differentiation, engagement, empowerment and perception (DEEP, for short)

* The program needs to be different..
* It should engage customers, accurately and appropriately..
* Customers should perceive being empowered by the brand – to choose the way they want to get treated / communicated.. (one example of the same is given below – empowering customers)