… That is, that the 70% of the interviewed operators affirms how their users / customers interact with their websites but, in any case, they have as a recognition tool the old dear physical loyalty card, the plastic one to understand us.
On the other hand, this data is instead confirmed by the users and why?
Because the 31% of respondents say it interacts with digital-only loyalty programs.
So, since we are faced with such an important gap, where still 7 out of 10 users and on the other hand 7 out of 10 operators work, they operate, with the old dear physical fidelity card, what is the use of wanting to revolutionize at all cost a system?
But even assuming and not granted that we pass to all operators who recognize their customers with entirely digital means, their loyal customers, their "associates", we never want to think that recognition as we said before, the only recognition mechanism can make yes that we can really penetrate the breach in the heart of our customers?
It is not so! This is absolutely not the case!
They would all be badly invested money, they would all be resources diverted from what represents the main point on which they should be invested, that is, the construction of real loyalty programs that make interactions, which capture interactions with every single individual, putting every single customer really at the center. attention.
We have to build (and as far as we are concerned, as a company, we have in fact built…) a podium where, in the first place, there is only our customer, each of our customers.
And there must be no second and third places.
Each customer plays a role in itself, each customer deserves his first place in our attention.
It is therefore useless to think of wasting resources by throwing them out of the window, thinking that the digitization of recognition tools alone could be for us the answer to the loyalty of our customers over time.