In order to secure customer loyalty in today’s markets, in which buyers put more time and thought into their purchases, businesses must engage customers with emotionally resonant and meaningful experiences. That may seem like a daunting task, especially if the services or products you provide aren’t really associated with strong emotions. Business leaders and marketers may ask themselves, “How am I going to generate psychologically, emotionally in-depth customer engagement with window glazing products?” Well, the answer is that you don’t have to. Customer engagement doesn’t have to be a convoluted process. As we all learned in high school geometry, the shortest distance between two points (on flat surfaces, anyhow) is usually a straight line. So, when it comes to customer loyalty, how do you ensure you’re on a straightforward path from point A (unengaged customers) to point B (engaged and loyal customers)? Not by clouding your brand meaning with complex messages and campaigns, but with simplicity. Simplicity + Convenience = Customer Loyalty Recent research by Harvard Business Review (HBR) concluded that the best way to encourage customer loyalty and engagement is with simplicity and convenience. They assigned different brands a “decision-simplicity score,” given according to how easily consumers could understand and gather brand information, how much they trusted the information they found and how quickly they could weigh their options. The easier the consumers’ purchase-decision process was, the higher the brand’s decision-simplicity score. After analyzing the data, HBR found that: “Brands that scored in the top quarter in our study were 86% more likely than those in the bottom quarter to be purchased by the consumers considering them. They were 9% more likely to be repurchased and 115% more likely to be recommended to others."

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Customer Loyalty: Make It Easy for Them to Stay and They
Will

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Customer engagement doesn’t have to be a convoluted process.
As we all learned in high school geometry, the shortest distance
between two points (on flat surfaces, anyhow) is a straight line.
So, when it comes to customer loyalty, how do you ensure you’re
on a straightforward path from point A (unengaged customers) to
point B (engaged and loyal customers)? Not by clouding your
brand meaning with complex messages and campaigns, but with
simplicity.
INTRODUCTION

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Click to edit Master title styleA Harvard Business Review study on customer loyalty and
engagement assigned different brands a “decision simplicity
score,” given according to:
• how easily consumers could understand and gather brand
information
• how much consumers trusted the information they found
• how quickly consumers could weigh their options
SIMPLICITY + CONVENIENCE =
CUSTOMER LOYALTY
Brands that scored in the top
quarter in our study were
86% more likely than those
in the bottom quarter to be
purchased by the consumers
considering them. They were
9% more likely to be
repurchased and 115% more
likely to be recommended to
others.
—HARVARD BUSINESS
REVIEW
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2. Use loyalty program apps to
facilitate better, faster data
exchange.
One of the ways you can achieve your own high decision-simplicity score
is by using an online customer loyalty program. Four important features
of online loyalty program technology promote simplicity and
convenience.
• Loyalty website integration
services
• Online rewards catalog
• Multi-channel loyalty program
communication
• Loyalty program mobile app

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1. LOYALTY WEBSITE
INTEGRATION
SERVICES
Sophisticated loyalty program software like
Loyaltyworks’ allows you to run multiple,
simultaneous sales promotions with specific
channel customers participants. Targeted
promotions help you zero in on certain
customers and end-users, so you can gather
data on the groups most influential to your
sales.
When it comes to user
experience, emotional
engagement builds on itself
as the user continues to
interact not only with your
platform, but with all aspects
of your brand online,
including SEM, press
coverage and social
networks.
—SMASHING MAGAZINE
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2. ONLINE REWARDS CATALOG
• When program participants wait weeks to receive
a reward, the connection between the reward and
the action that earned it dissolves. To keep this
connection strong and offer loyalty program
participants an experience that’s both
convenience and fun, offer customer rewards
through an online catalog.
• Online rewards catalogs such as Loyaltyworks’
offer millions of merchandise, event ticket and
travel rewards so participants can select exactly
what they want or need. Rather than setting
aside money for a new HDTV, for example,
participants can conveniently use their
accumulated loyalty reward points.
• When your loyalty program is convenient and
makes your customers’ lives easier, they will
become more invested and engaged in your
brand.

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Click to edit Master title styleThe best way to make sure your loyalty program
communications are effective and convenient is to put the
choice of communication preference in participants’ hands.
Use an online loyalty program that offers multi-channel
communication plans, including:
3. MULTI-CHANNEL LOYALTY PROGRAM
COMMUNICATION

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Using a loyalty program app can greatly increase customer
engagement by making the program more convenient and
easy to participate in. Especially for on-the-go customers
such as sales channel distributors, dealers and contractors, a
mobile app is the ultimate loyalty program convenience.
Participants can access their loyalty program profile to:
4. LOYALTY PROGRAM MOBILE APP
• check their reward point balance and update
their contact information
• scan UPCs to instantly claim qualifying
purchases
• receive rewards immediately
• spend reward points in the online reward
catalog

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The digital age has led to an increased expectation of
meaningful and emotionally resonant brands. That doesn’t
mean you have to attempt customer psychological profiling
through social media in order to achieve brand loyalty and
customer engagement. Studies have shown that the quickest
way to customer loyalty is through simplicity. Using an online
loyalty program, you can make customers’ lives easier and
more convenient, for which they’ll be immensely grateful.
CONCLUSION

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Today’s consumer-conscious
customers expect the following:
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