Highlights from the Humanizing Loyalty report
Let’s get personal – heartfelt stories straight from the source
Our research revealed that loyalty programs can help people be heroes to their children, spouse, family or friends.
"One customer told us about a time he felt especially appreciated by a loyalty program. The customer took his kids out to dinner at TGI Friday’s. Upon being seated and telling their server that the customer was a member of their program, the family received free chips and salsa. Surprised but delighted, the family looked around and noticed other tables around them had not been served the chips and salsa. The customer’s kids thought it was pretty cool that their dad was able to get them special treatment, and the dad was happy that he got recognized for his loyalty."
- Humanizing Loyalty Survey Respondent
Despite the opportunities technology lends to these dining loyalty programs, there are still areas where these programs fall short:
- Customers believe that these programs could offer more points, money-savings, and differentiated benefits over competitors.
- Dining businesses underperform against stated expectations, especially for providing great value and making customers feel appreciated.
To address these shortcomings, the main takeaway from our research is casual dining loyalty members want to feel appreciated, and they want to know what sets your program apart from your competitor’s. Ultimately, your members want a consistent program that they can rely on and trust to help them earn meaningful points.
To learn more about customer loyalty and the key drivers that help brands develop true emotional loyalty at scale, check out our complete Humanizing Loyalty report.