Loyal to a Fault? Tips to Make Your Loyalty Program Shine

* Avoid “overfunding” high-value customers who have more wallet space to spend.

2. Include soft benefits. Referring to the same study, Hlavinka noted that 77 percent of the failed loyalty programs offered no soft benefits to their customers. Soft benefits are special privileges with no monetary value, such as special access to information, events, scheduling and service upgrades, among others.