Earning loyalty has never been harder. Too often when companies first get serious about customer loyalty, they fall into a rational mindset that assumes that only effective way to drive customer commitment is to pay for it. But when loyalty is done right, customers are actually willing to pay more, not less. And their connection to your brand isn’t based solely on price or convenience. Instead, their loyalty is activated by the experience you create, the values you share, and the sense of community you build. That kind of bond is almost impossible for a competitor to disrupt.
Recognizing your best customers aren’t just the people who buy the most from you, but brand advocates within your span of care, opens up a rich new world of possibilities for building a different type of relationship. A loyal relationship. Our customer experience practice specializes in the design of customer loyalty strategies, with a combined experience of more than 25 years creating and optimizing successful B2B and B2C loyalty programs, rewards programs, and communication plans that drive greater customer retention, growth, and advocacy.
Customers are human beings first. For that reason, understanding why customers do what they do is just as important as tracking and predicting what they do. Our solutions are grounded in the understanding that humans are both emotional and rational and purchasing decisions involve a range of complex motivational drivers. Our customer experience practitioners leverage insights into human behavior in order to inform improved customer experiences.
Most companies are engaged at some level in improving customer retention. Most also have initiatives aimed at increasing employee engagement. But few attempt to align and integrate these strategies. At Chapman & Co., we go there. Our customer experience expertise, combined with our reputation as a pioneer in leadership development and employee engagement, uniquely positions us to partner with your business to create a shared customer & employee culture, which will optimize outcomes for everyone in your brand ecosystem.
Customer LoyaltyThe Human Drivers of Loyalty
We have developed a model based on established behavioral science principles and our own consulting experience that identifies the five core human drivers for loyalty. Function, Economic, Ego Expression, Social Identity, and Experiential. Each driver has its own unique characteristics, benefits, limitations, and strategic requirements.
Customer GrowthCustomer Growth Begins with Customer Insight
Which segment of your customers has the most potential for growth? What areas of the customer experience are repeatedly hampering your ability to improve customer relationships? Find answers by giving customers a voice in the conversation with our Growth Survey.
Customer RetentionCustomer Attrition Can Be Solved
According to a 2021 Chapman & Co. Market Survey, only 14% of consumers identify as truly loyal to the brands they interact with most. The majority of your customers are susceptible to competitive offers. In today’s market where customer attention is scarce and choice is abundant, what’s the answer? Let’s start by building a tailored loyalty strategy.
Customer ReferralSocial Beings Require Social Solutions
Referrals can increase the number of high-quality customers a company acquires, strengthen the brand commitment of existing customers, and do it all at a fraction of the cost of traditional marketing. And it isn’t always about “how much” do you need to pay the person doing the referring – often gaining the social status of being the person “in the know” is enough of a reward.
Retain, grow, and engage your customer base like never before with our Loyalty Services.
If there was untapped benefit to gain from your existing loyalty program, would you know? And if you don’t have a program yet, how do you know if investing in one makes sense? We can help you find the answers you need through an expert-led analysis of your business’s loyalty maturity, your current customer engagement strategy effectiveness, gaps you need to address, assets you are underutilizing, and the potential ROI of taking action on improving customer retention and growth.
Loyalty Program Design
Launching a new loyalty program can be a daunting consideration. Once your program is in market, you will want it to run effectively for years, therefore, it's critical to get it right from the start. Our design process will lead you through the key considerations of a great loyalty program: your key value proposition, tiering and segmentation, currency and rewards choices, messaging, and – most critically – the business case for loyalty.
Customer Experience Design Lab
Determining the right approach to loyalty can be much easier when you find ways to look at your customers with new eyes. Our expert facilitators use the lenses of behavioral science and gamification to lead your team through a two-day co-creation experience. This design will challenge you to completely rethink your possibilities for customer engagement and lay the framework for your new loyalty experience.
Customer Growth Survey
Sometimes analyzing customer behavior is not enough to drive retention and growth. That’s when understanding the “why” behind behaviors becomes critical. Our loyalty experts will provide the primary research tools to better understand what your best customers are looking for in your loyalty experience. Additionally, connected the dots on how your culture and employee engagement is helping or hindering your customer loyalty objectives.
The Loyalty Empathy Effect
Chapman & Co. insights that shed light on how loyal customers feel empathy for a brand’s employees, and why that matters.Read More
Adapting to Your Customers' Post-Pandemic Habits
As people emerge from lockdown and reengage with the world and each other, there is a lot to consider regarding the future of consumer behavior and here’s how you can prepare your business.Read More
Reframe How You Think About Referrals
Understanding this one common misconception will allow your team to craft a much more impactful referral strategy for your brand.Read More
Do I Need a Loyalty Program?
Do you know whether or not your organization needs a Loyalty Program? Find out in this video.Read More