Customer
Loyalty FAQ
Answers to the most frequently asked
customer loyalty questions.
Customer loyalty is the customer’s unwavering preference for your brand over any competition. We measure loyalty through order volume, frequency, and the duration of customer engagement with your brand.
Customer retention involves building strong connections with customers, providing them with reasons to consistently choose your brand over others.
While cost and convenience are important, B2B customer loyalty is often rooted in factors that go beyond business deliverables. These include:
- Personalized Value
- Expertise and Service
- Trust
- Shared Core Values
- Connectivity and Availability
- Authenticity
- Engagement
- Fun and Perks
B2C experiences have influenced how B2B buyers evaluate brands. Today’s B2B customers expect intuitive digital experiences, seamless omni-channel communication, and customer-centric service.
Implementing a customer loyalty program is an effective way to convey the values that B2B buyers care about and educate them about your brand and products. By offering personalized rewards, customer loyalty programs help build emotional investment and foster lasting relationships. Consider taking advantage of modern loyalty platforms to provide digital hubs where customers can interact with your brand and receive relevant, omni-channel communication.
Since many B2B businesses fall short of meeting today’s buyers’ expectations, a customer loyalty program serves as a powerful tool to differentiate your brand, gain market share, and build lasting customer loyalty.
According to MIT Sloan Management Review, members of high-performing customer loyalty programs are:
- 77% more likely to choose your brand over the competition.
- 117% more likely to provide referrals.
- 78% more likely to pay higher prices for your products.
- 91% more likely to increase their overall spend.
According to MIT Sloan Management Review, members of high-performing customer loyalty programs are:
- 77% more likely to choose your brand over the competition.
- 117% more likely to provide referrals.
- 78% more likely to pay higher prices for your products.
- 91% more likely to increase their overall spend.
B2B customer loyalty programs allow you to become more than just a “commodity supplier” by enabling you to engage, communicate, and build personalized relationships with your customers. These programs increase customer engagement, which positively impacts profitability.
Based on extensive case studies with hundreds of clients and thousands of participants, internal Extu case studies have shown that well-managed B2B loyalty programs increase sales by an average of 44%. They can also increase warranty registration by up to 318% and engage up to 95% of a participant audience.
Beyond increasing sales, B2B loyalty programs can also lead to other outcomes such as:
- Inspiring B2B customers to provide referrals or valuable sales and marketing data.
- Building mindshare and brand awareness.
- Improving customer retention.
- Shifting buyer behaviors to reduce cost-to-serve and improve response times.
Effective loyalty marketing begins with a compelling value proposition for your customers. To stand out from your competitors’ loyalty programs, you need to present rewards that feel significant and personalized to your buyers.
Today’s B2B buyers expect engaging, omni-channel experiences. Creating an accessible online platform where buyers can interact with your brand from their laptops or cellphones improves the registration process. You can even incorporate gamification elements, such as scratch-offs and spin-to-wins during onboarding to make your loyalty and rewards program fun and meaningful from the start.
Finally, don’t forget to spread the word! Utilize emails, mailers, SMS, phone calls, and attach reward point certificates to your products or instruction manuals to generate excitement about your loyalty program. Tradeshows and conferences also present opportunities to market your customer loyalty program.
