Customer Loyalty by Generations

2020-09-14 by Ronn Torossian

“Trust is earned, respect is given, and loyalty is demonstrated” is the first half of a quote by Ziad Abdelnour, Lebanese-born American financier. For many brands, customer loyalty can make a tremendous difference is how and whether that person’s friends and family follow the lead. But a survey in late 2019 by global marketing agency Merkle reveals how emotions and different generations play important roles.

What’s Similar

Although there are differences in how each generation responds to loyalty programs, a bond that binds them all is emotion. Brands that succeed in fulfilling consumer needs and emotions will foster loyal customers who return again and again – even without the greatest digital or Public relations programs.

What’s Different

Merkle discovered in its annual survey of more than 1,500 American consumers of all ages that while Boomers were less likely to download apps and use social media, they are interested in completing surveys, attending events, and writing reviews.

Merkle’s findings differed with most generations. Millennials and Gen Z, they reported, like to achieve and compete. While 35% relish badges as a feature, and another 27% like leaderboards, the younger Gen Zers favor programs that are community-focused. Of those polled, 19% also like to compete against others, while another 22% expressed a desire to connect with like-minded counterparts.

Earning Loyalty

Recognizing the generational differences and interests and adapting to them is critical to brands that appeal to different generations. Loyalty programs can be successful, especially if these challenges can be overcome.

While rewards are still highly valued, Merkle discovered that COVID-19 altered the way consumers like to earn rewards. The only constant was in gaming, where earning points remained number one. The change was that consumers said they wish to earn rewards even faster. Not surprisingly, respondents said their primary cause of dissatisfaction was the time it took to earn them.

When asked, 95% told Merkle they want to have a say in selecting their own rewards and benefits, while 59% revealed that the best way brands could get their attention was by offering surprise gifts and offers. An interesting revelation was that 35% said they want to be able to unlock the right tools or features to find what they’re looking for.

Takeaways

Customers favor rewards for free products and discounts, but when it’s either too difficult or lengthy to unlock, customer loyalty can actually be damaged, and their buying diminished. Brands need to find a good balance between the time it takes to earn rewards and redemption ease.

Engagement is important. Brands that identify common goals with consumers and meet them with unlockable content, educational tools, and possibly even competition will create deeper connections.

Personalization should be everywhere in the customer journey, particularly when it comes to rewards. Acknowledgment and recognition continue to be essential.

As in past annual surveys, respondents told Merkle that thank yous are still important in maintaining healthy relationships with loyal customers. Many added that surprise gifts or offers also help.

Loyal customers also said they want to feel like the brand truly knows them. Cherish and never betray that trust, or as the punchline to Abdelnour’s remaining half of his quote goes, “Betrayal of any one of those is to lose all three.”

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities