Services

Loyalty Programs

Most organizations find it’s far more cost-effective to keep a current customer happy than to acquire a new customer. That’s why loyalty programs have grown in importance as a way to maintain relationships and deepen a customer’s commitment to you.

If you’re new to loyalty marketing, we can help you design an innovative and quality-oriented program that is appealing for your customers and affordable for you—including program structure, execution of loyalty newsletters and other communications on a regular schedule, and fulfillment and tracking of awards. If you currently manage such a program, DMP can help you take it to the next level.

DMP has provided comprehensive and high quality loyalty services to such diverse industries as financial services, telecom and network/IT security. Here are some examples which may provide ideas for your own programs:

• A leading telecommunications company wanted to drive revenue with new add-on products aimed at business decision-makers. Problem: with minimal customer information beyond a level of basic services, the company did not have the audience data necessary to promote the new products. DMP helped our client clean, update and verify its customer database, then engaged target customers with a loyalty program including check-up calls and written or e-mailed messages of appreciation. Next, we presented the benefits of a new product offering centered around online meetings and training tools to reduce costs. Customers who expressed immediate interest in the new products became sales leads, while those with intermediate or long-term interest were nurtured through appropriate marketing touches.

• A major bank relied on mortgage brokers for a substantial percentage of its home loan business. We helped our client build rapport and cement a relationship with the bank’s account managers through a broker loyalty program. A broker newsletter was created which included a BRC to be used to claim a gift. Information on the cards was used to expand and update the bank’s database of mortgage resellers. The gifts were sent by DMP to the appropriate account managers (whose information was maintained by us in a separate database) for hand delivery to their brokers.