Customer Loyalty is a Lopsided Bike


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Courtesy of bigstockphoto

Courtesy of bigstockphoto

This contraption looks like a bike.
It operates like a bike.
Since it is so lopsided, don’t expect to get any long-term mileage out of it.

In fact, the slightest interference down the road will topple the entire machine and its driver. Most customer loyalty programs that I’ve come across are lopsided at best. There is a lack of consistency and no evidence of long-term strategy. In fact, they are limping along with no one having ultimate responsibility for steering.

Many customer loyalty programs consist of rewards and goodies that are bestowed on customers for various good acts. The rewards programs are expensive to run and do not bring about a reliability in customer loyalty response.

To continue the bike analogy, every customer loyalty program should have two strong support wheels to provide safety and forward motion, all with a reliable suspension system.

If you were to outline the major elements of your customer loyalty program, what parts of this bicycle would be represented and how efficient are they?

Rear wheel = Program principles, concept and design
Front wheel = Implementation tactics
Seat = The individual who has ultimate responsibility for making sure the program stays on track
Axle = The entire executive team support
Suspension system = The framework that surrounds how the program responds (online, personal visits, gifts, auto-generated rewards, etc)
Pedals = All those who participate in the forward motion of the program

Find out if your customer loyalty program is lopsided or well balanced. And then let’s talk about maintenance and repair.

Darcie Davis
A career focused on finding the factors that inspire customer/client retention was shaped from, often naively, relentlessly asking questions. I am the founder of HUDDLE Sessions for Women which offer pop-up advisory boards.


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