{"id":817,"date":"2023-12-06T09:21:03","date_gmt":"2023-12-05T22:21:03","guid":{"rendered":"https:\/\/new212fprod.wpenginepowered.com\/nz\/customer-segmentation-and-b2b-loyalty\/"},"modified":"2025-03-11T18:08:56","modified_gmt":"2025-03-11T05:08:56","slug":"customer-segmentation-and-b2b-loyalty","status":"publish","type":"post","link":"https:\/\/212f.com\/nz\/insights\/customer-segmentation-and-b2b-loyalty\/","title":{"rendered":"Connecting Customer Segmentation and B2B Loyalty Communications"},"content":{"rendered":"\n

One of the biggest benefits of B2B loyalty programmes in NZ<\/a> is the ability to build a dynamic database of active customers that gives your marketing and sales teams additional touch points and topics of conversation. Incentive and loyalty communications have great engagement rates, as they share an alternate brand message to typical outbound sales.<\/p>\n\n\n\n

Rewards, value & status – all benefits above and the day to day customer relationship. The biggest risk of these is avoiding a \u201cone size fits all\u201d message \u2013 as not every customer within your program is the same!<\/p>\n\n\n\n

This can be a bit of a tightrope challenge, as you need to ensure you\u2019re not bombarding them with messages that are irrelevant to them, as that can reduce engagement with your program and brand, which is the exact opposite of what a loyalty program should be doing with your high-value customers!<\/p>\n\n\n\n

Ideally, you\u2019ll want to create messaging that narrows in on how these customers engage with your program and speak directly to them. You might think this goes against what we\u2019ve already said about how customers engage differently, but we\u2019ve got a solution to this!<\/p>\n\n\n\n

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The best program communications should speak directly to each customer. Building a framework of understanding how each member engages with the program is integral to the success of your program, and that framework must consider engagement and success measures.<\/p>\n

We feel the best way to speak individually to each participant is customer segmentation, based on the levels of engagement and activity within the program. We work with our clients to gain data-driven insights into each customer, funnel them together into loyalty cohorts, and create bespoke communications that align directly with how these customers act while fuelling further engagement.<\/p>\n

These communications present messages and offers that speak to aligned cohorts, allowing your customers to feel that they\u2019re truly being listened to and understood \u2013 which we believe is key to promoting your brand above competitors. With individualised communications, we have seen behaviours be changed for increased growth and share of wallet.<\/p>\n<\/div>\n\n\n\n\n<\/div>\n \n\n\t\t\n\n

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Customer Segmentation<\/h2>\n\n\n\n

Targeted Engagement Campaigns<\/h3>\n\n\n\n

The importance of customer segmentation lies in the ability to understand where participants are currently within the program lifecycle<\/strong> and build engagement campaigns with targeted messaging for cohorts.<\/p>\n\n\n\n

These campaigns allow us to provide:<\/p>\n\n\n\n