While working with a new client the other day, we were discussing the different types of goals to consider for employees and customers. For many organizations with a loyalty reward program, goals and bench marks may be established for both employees and customers. However, each group should have its own set of goals that depend on the overall goals of your company. To help give my contact an idea of goals used in current sales and loyalty reward programs, I provided the list below.
Customer Loyalty Goals
Registering for an account
Earn points for every purchase/item bought
Points for purchases over a certain threshold (onetime)
Purchasing over X $ in a Month/Quarter/Year
Purchasing an item with accessories
Referral rewards
Birthday rewards
“Liking” the Dealer/Manufacturer on Facebook
Sales and Loyalty Oriented Goals
Registering for the incentive program
Sales incentives based on % of each sale/item
Incremental increase in sales from current clients/customers
New client/customer acquisition
Sales incentives from new client/customer
Customer retention rewards
Sales contest winner
Selling featured item of the Month/Quarter/Year
Up-selling
Customer recommendation/compliment
New product promotion winner
Selling packages (item + accessories)
New account with a sale
Met or exceed sales quota Day/Week/Month/Quarter/Year
Attend sales webinar/training
Score 100% on a product knowledge quiz
Perfect attendance
Service anniversary
Although some of these goals are very similar, customers are going to be rewarded on the basis of their purchases whereas employees are going to be rewarded based on their sales. Both sets of goals have the same desired result though: an increase in overall sales and profit. Additional activities may be included in a sales or loyalty reward program to help increase brand awareness, selling skills and brand loyalty.
If you already have a sales incentive program, start thinking about how customer loyalty rewards could benefit your bottom line. From new product promotions to referrals, there are many goals from the list above that you can pick and choose to start offering incentives to your loyal customers.
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