If you’re one for customer loyalty rewards, like credit card points, or discounts, then you’ll probably want to weigh in. Let’s start here, with my tweet about Android Pay’s Tap 10:
— Dan Diggler Proczko (@DanDiggler) March 13, 2016
I tweeted this over the weekend, because I was ticked. I use Android Pay as much as possible and as a loyal customer I would have jumped at the chance to show my customer loyalty by increasing my usage to gain rewards, especially a Chromecast.
The Black Ops of Customer Loyalty promotions
I have 2 Chromecasts already, 1 for each of my TVs, so I’m not hurting for not gaining access to the reward, but with how often I use Android Pay, I did find it weird that I had not learned about it until it was over.
Tap 10 was a “short-term customer participation program” (AKA loyalty program). As a customer loyalty program, it was one of the best kept secrets. I didn’t event know about it until it was over. The promotion, from what I can tell based on news article publish dates about Tap 10, started in January, and the first notification i received was in March – granted to redeem my rewards. At this point not feeling very appreciated as a loyal user/customer.
So, partially my fault for not realizing it was going on. Seriously, I never open the Android Pay app. I don’t have to. The app works by just holding it up to the NFC scanner the store and I see a check mark and it returns to my home screen. I even have the notifications turned off, because it works so well I don’t need to verify the transaction.
With all the apps on my phone, I get dozens of notifications a day, meaning all the brands, apps, etc, are competing for screen space. And in my quest to keep focus, I usually read the ones i recognize (my bank notification, email, and text messages), and ignore the rest. So, if I had a Tap 10 notification, I most likely cleared it and ignored it.
This is a conundrum for brands that rely on notifications and interruption marketing to gain attention of the their customers. This also, at least for me, has the added pitfall of making me feel like I was left in the dark about a customer loyalty program that I would have liked to have been a part of.
Doing a Customer Loyalty Program Right
The only way to do a loyalty program right is to make sure a vast majority your customers, or at least the one’s you’ve identified as loyal, know you’re holding a promotion. In the case of Tap 10, the only ways for me to learn about it, was to see the notificaiton or come across it in the app, which was pretty narrow sighted by Google, IMO. As a user of Android Pay, Google has access to send me emails, my address, and my phone number – not to mention all the retargeting in the world to show me ads about the promotion.
Do I expect Google to go so far as to call me, no, but it would have been nice. I do believe they could have sent me an email, maybe a text (though there may be “do not call”/CAN-SPAM issues with that), and most certainly Google could have served me a few ads across the ad network about the promotion.
Could you be calling your most loyal customers to tell them about your loyalty program, and to help them take advantage of it, maybe? Will they enjoy it – MOST DEFINITELY!
With all the digital technology, push notifications, email, relying on our clients to see our programs will only end in failure. A loyalty program is a loyalty program because you want to show your customers you care about them and appreciate their loyalty, so shouldn’t we go that one step farther and not expect them to come to us?