By: Cathy Harms

Last week Erika discussed Self Service Loyalty primarily on the enrollment side of the event.  Technology has enabled loyalty programs to practically stand on their own.   The best part is the convenience and control for the member.  They can engage how they want to.  Here are just a few examples:

HHonors from Hilton has introduced a phone app that allows members to redeem rewards on their phone.  They can access loyalty program information, redeem points and book their room without going to a PC or talking to anyone on the phone.

MyPanera is utilizing a “surprise” rewards program.  So although the consumer is not choosing the reward, they are given a reward that is loaded on their card and can be used at the next visit.  When I went online to register my card my reward was a free bakery item.  I did not have to do anything and no one was involved in the process.

Sleek Rewards from Sleek Surgical & Medspa provides access so the member can see their points and request a reward.  The reward is automatically downloaded and ready to be used by the member for their next service. 

Technology has really replaced the days of calling someone to redeem points or sending an email to a person and waiting for them to respond.  Consumers can choose the rewards they want and when they want to use them.  This makes playing the loyalty game more fun.  The end result is a better customer experience for the member which delivers results for the retailer.

We would love to hear other examples of self service loyalty that you have been impressed with.