Nowadays it is extremely important to track and measure opinions surrounding brands and products, increase the online presence of companies and develop strategies that build customer engagement and strengthen their direct relationships with enterprises through social media. It’s important to have constant interactions with potential and existing customers and develop new communication methods to enhance existing loyalty programs strategies.
All these activities are especially important in the process of discovering and understanding customers’ needs and their behavior. That’s why loyalty program vendors, trying to be closer to their members, shift to social media. As a result, they enable increased satisfaction, engagement and loyalty by better targeted marketing campaigns relevant to the customers real needs. So, in fact the ability to adapt to the present market requirements could be in the future one of the loyalty programs success factors.