So you’re getting ready to launch your loyalty program? Congratulations! After carefully going through the steps for designing and building your loyalty program, getting to launch is an exciting milestone. After this point your focus will be on program performance and fine-tuning the workings so your program is optimized to the best it can be.
Before big day comes around however, make sure you’ve covered these key points below to ensure to your launch goes as smoothly as possible.
1. Make Sure Customer Support Is Ready
As with every new brand initiative, customers are going to have questions. You need to ensure your current customer service teams are updated on important topic areas like how to enroll, how to redeem or access rewards, resolving issues with receiving points or redeeming rewards, and similar areas. A good tip is to develop loyalty program FAQs and make sure your teams have access to the same documentation. Also make sure your customer service channels are easy to find and access so loyalty program members won't become frustrated when they have questions or concerns.
2. Review All Enrollment Guidelines For Accuracy
Simple and easy enrollment is key for signing up new customers into your loyalty program. The last thing you want is miscommunications regarding how your customers can enroll. Be sure to review all marketing and promotional materials to ensure they contain the same instructions. If a customer receives a promotional email saying that only their email address is required to enroll but an in-store poster says email and phone number are required, it could quickly cause confusion for your customers and potentially deter some from choosing to sign-up.
3. Test That Your Platform Is Integrating Properly With Your Systems
Loyalty platforms can capture a whopping amount of customer data. From the product data on validated receipts to personal preferences to preferred rewards, there’s a bounty of information customers can willingly give in exchange for receiving benefits and rewards from your loyalty program. When you combine loyalty program data with data collected by other sections of your brand (such as customer service and marketing) you can gain even more detailed insights into your customers and develop better promotions and offers.
You won’t be able to get this holistic view of your customers when your loyalty program is not integrated correctly with your other tools and technology. If your data isn’t syncing you can quickly run into reporting issues, which can affect your understanding of program performance. At the very minimum you’ll be forced to manually combine and analyze the data, which is time-consuming and inefficient.
4. Distribute Notices And Information To Internal Teams
By internal teams, we don't just mean "update your boss". We mean all internal teams - branding, finance, distribution -- from the top of the company all the way down to the in-store associates. Your employees are some of your best brand advocates, which means they can also be some of your best loyalty program advocates. Help them out by giving them all the details they need on your program ahead of launch. Doing so will set them up to promote your program successfully while also ensuring they're not caught unaware or left out of the loop.
As we said before, launching a loyalty program is an exciting time and a major feat. Even if you end up having to deal with some snafus the day of (as most major project launches do), following these checklist items will help your launch process be as efficient as possible while also putting you in a better position to handle whatever challenges come your way.