Are You Turning Customers Into Loyal Superfans?

Take this quick 6 question survey to gauge how effectively your brand transforms customers into superfans.

Following survey completion a Marigold Loyalty strategist will get in touch to provide additional feedback and insight.

Q1: How well does your organisation identify and recognise loyal customers?

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Never: The organisation does not have a system in place to identify or recognise loyal customers, so all customers are treated the same.

Sporadic: The organisation occasionally identifies loyal customers, but this process is informal or based on limited data.

Periodic: Loyal customers are identified periodically using basic criteria (e.g., purchase frequency or spend), but this recognition is not integrated across channels.

Frequent: Loyal customers are frequently identified through multiple criteria (e.g., purchase history, engagement) and are recognised regularly.

Consistent: Loyal customers are identified using advanced data analytics, including behavioural insights and real-time metrics. Recognition is fully integrated across channels, and the organisation regularly refines its strategy to maintain and enhance loyalty.

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Q2: How effectively does your organisation offer specific incentives to ensure customer retention?

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Never: No incentives are offered to retain customers and no differentiation between new and returning customers.

Sporadic: Some incentives (e.g., discounts or rewards) are occasionally offered to retain customers, but these are not targeted or personalised.

Periodic: The organisation offers periodic incentives designed to retain customers, with some targeting based on customer behaviour or loyalty status.

Frequent: Specific, personalised incentives are frequently offered to retain loyal customers, with strategies in place to target different segments based on their behaviours and preferences.

Consistent: Incentives are consistently optimised for each customer, leveraging data and behavioural insights. The organisation continuously refines its strategy to maximise retention and deepen loyalty.

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Q3: How well does your organisation foster deeper relationships with loyal customers beyond transactional interactions?

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Never: The organisation focuses solely on transactions, with no efforts to build deeper, lasting relationships with loyal customers.

Sporadic: Occasional efforts are made to engage loyal customers beyond transactions (e.g., surveys or basic communications), but these are infrequent and not personalised.

Periodic: The organisation engages loyal customers periodically with non-transactional interactions, such as personalised emails or invitations to events. However, efforts are limited and not deeply integrated.

Frequent: Deeper relationships with loyal customers are actively fostered through regular, personalised engagement, such as exclusive offers, events, or special communications that go beyond transactions.

Consistent: The organisation consistently builds deep, long-term relationships with loyal customers through a combination of personalised interactions, emotional connections, and value-added experiences. Engagement is ongoing and data-driven, ensuring relevance and impact.

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Q4: To what extent does your organisation cultivate emotional loyalty among customers (e.g., through brand affinity, values alignment)?

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Never: Emotional loyalty is not considered. The organisation focuses solely on transactional loyalty and immediate sales.

Sporadic: Emotional loyalty is occasionally addressed through brand messaging or values-based campaigns, but these efforts are not sustained or targeted toward loyal customers.

Periodic: The organisation periodically engages loyal customers through emotional drivers (e.g., brand values, community initiatives), but this is not consistently woven into the overall loyalty strategy.

Frequent: Emotional loyalty is frequently cultivated through ongoing brand storytelling, shared values, and personalised experiences that align with customers’ emotional and aspirational needs.

Consistent: Emotional loyalty is a core focus, with consistent, data-driven strategies that align brand values with customer emotions. The organisation regularly engages loyal customers through emotional connections that strengthen brand affinity and drive long-term loyalty.

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Q5: How well does your organisation design and implement successful loyalty programs to reward and engage customers?

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Never: The organisation does not have a loyalty program in place, and there are no structured efforts to reward or engage customers.

Sporadic: There is a basic loyalty program in place, but it is rarely promoted and lacks personalisation. Engagement is low, and rewards are not compelling.

Periodic: The loyalty program is designed to reward frequent customers with some level of personalisation and engagement, but the program’s structure and rewards are not regularly updated.

Frequent: The loyalty program is well-designed, offering meaningful rewards and personalised experiences. The organisation frequently updates the program to stay relevant and keep customers engaged.

Consistent: The loyalty program is fully optimised, using data and customer insights to offer personalised rewards and experiences. It is continuously refined based on customer feedback and behaviour, driving deep engagement and long-term loyalty.

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Q6: How effectively does your organisation measure and optimise its loyalty efforts to ensure maximum retention and impact?

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Never: The organisation does not measure the effectiveness of its loyalty efforts. Retention and loyalty strategies are not tracked or optimised.

Sporadic: Basic metrics (e.g., repeat purchase rates) are occasionally tracked, but there is no systematic approach to measuring or optimising loyalty efforts.

Periodic: The organisation periodically measures the impact of loyalty initiatives through metrics like retention rates or customer lifetime value (CLV). Some optimisation efforts are in place but are not consistent or data-driven.

Frequent: Loyalty efforts are frequently measured using a variety of metrics, such as CLV, engagement rates, and customer satisfaction. The organisation regularly optimises its strategies based on data insights to improve retention.

Consistent: Loyalty initiatives are measured continuously using advanced analytics and a comprehensive set of KPIs (e.g., retention rates, emotional loyalty, NPS). The organisation consistently optimises its efforts in real-time, ensuring maximum impact and customer retention.

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Thanks for completing the superfans survey.

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Following survey completion, a representative from Marigold Loyalty will be in touch.

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Are You Turning Customers Into Loyal Superfans?

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Thanks for completing the superfans survey.

Add your contact details below* and click the 'Send' button to reveal your score.Following survey completion, a representative from Marigold Loyalty will be in touch. * All fields are required

Marigold Loyalty delivers loyalty programs that recognise and reward customer behaviour, build lasting relationships, and increase purchase frequency and spend.

Add your contact details below* and click the 'Send' button to reveal your score.

Following survey completion, a representative from Marigold Loyalty will be in touch.

* All fields are required