HOW TO: Achieve genuine B2B loyalty

To achieve customer loyalty brands need to build genuine relationships with customers. Phil Dunk, managing director at River Marketing, offers six tips to creating a loyalty programme

Traditional B2B loyalty programmes, which are based on ‘points’ schemes or discount offerings, have a number of fundamental drawbacks. These elements lack creativity, are hard to differentiate and rarely make the participants feel truly valued as customers; much less loyal. There is a danger, therefore, in placing too much emphasis on them.

The challenge for companies or brands in a B2B context is to create and maintain genuine relationships with customers that will stand the test of time and be resistant to the threat posed by competitor points or discount schemes.