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Is Your B2B Loyalty Program Failing Your Channel Partner? Here is how to fix it.

Are you tired of your loyalty program feeling like a lonely game of solitaire? Are you ready for your customers to start ghosting you like that ex from college? Well, strap in folks, because we’re about to give you the rundown on why your loyalty program is headed for a spectacular failure. But don’t worry, it’ll be a hoot!” 

There are a number of reasons why B2B loyalty programs can fail. Some common reasons include: 

  • Lack of clear objectives: Without clear objectives, it can be difficult to measure the success of a loyalty program, and it may not align with the overall goals of the organization. 
  • Insufficient incentives: If the rewards offered by a loyalty program are not attractive or meaningful to participants, they may not be motivated to engage with the program or to maintain their loyalty to the brand. 
  • Complexity: If a loyalty program is too complex or difficult to understand, it may discourage participation. 
  • Poor communication and promotion: If a loyalty program is not effectively communicated or promoted to potential participants, it may struggle to gain traction. 
  • Limited budget: If the budget for a loyalty program is too limited, it may not be able to offer the level of incentives and rewards necessary to keep participants engaged. 
  • Limited data: Without proper data management and analytics, it can be hard to track progress of the program or identify areas of improvement. 
  • Inability to Scale: Some of the programs are not scalable, which makes it hard to increase the number of participants, and that makes it hard to achieve the desired ROI. 
  • Lack of personalization: Many loyalty programs fail to take into account the individual preferences and needs of participants, which can make it difficult to create meaningful engagement and foster loyalty. 

Please understand, a successful B2B loyalty program requires careful planning, clear objectives, appropriate incentives, effective communication, and data-driven decision-making. 

There are several things that you can do to make a B2B loyalty program more interesting to customers and channel partners: 

  • Personalization: #Personalization is key to making a loyalty program interesting and relevant to participants. By understanding the unique needs and preferences of customers and channel partners, you can create incentives and rewards that are tailored to their interests. 
  • Communication: Clear and consistent communication is essential for keeping participants informed about the program and engaged with the brand. You should use a variety of communication channels (e.g., email, social media, webinars) to promote the program and provide updates on rewards and incentives. #unified #communication 
  • Flexibility: B2B customers and channel partners are diverse, and they may have different needs, preferences, and expectations. You should strive to create a program that is flexible and adaptable so that it can meet the needs of a diverse participant base. 
  • Exclusive benefits: Offering exclusive benefits that are not available to non-participants can make a loyalty program more appealing and encourage participation. These benefits could include access to exclusive events, special promotions, or early access to new products or services. 
  • Recognition: Recognizing and rewarding participants for their loyalty can help foster a sense of community and make the program more interesting. Recognition could take the form of badges, certificates, or other types of awards that can be displayed on the website or social media. 
  • Gamification: Gamification is the process of adding game-like elements to a non-game context, such as a loyalty program, in order to engage and motivate people to participate. Creating a sense of competition, progress, and rewards can motivate customers and channel partners to participate, and make the program more interesting. 
  • Data-driven: You should make use of data and analytics to track progress, identify areas of improvement and personalize the experience for the participants. This could include tracking the progress of participants in the program, identifying areas where participants are most engaged, and using that information to inform future program changes. 
  • Incentives: Make sure that the incentives offered are relevant, desirable, and valuable for the b2b customer and channel partners. they should align with their business objectives and be able to help them grow their own business. 

A successful B2B loyalty program requires careful planning, clear objectives, appropriate incentives, effective communication, and data-driven decision-making. It is also important to remember that the program should be continuously evaluated and improved. 


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How are Cross-industry Loyalty Programs Being Used in Industries Beyond Retail?

In recent years, customer loyalty programs have become an increasingly popular way for businesses to incentivize and retain customers. Traditionally, loyalty programs were associated with retail and hospitality industries, but they have expanded to healthcare, finance, and travel industries.

These cross-industry loyalty programs benefit both the customer and the business, creating a mutually beneficial relationship

What are cross-industry loyalty programs?

Cross-industry loyalty programs are B2B loyalty program platforms that operates across multiple industries. They are designed to incentivize customers to continue doing business with the same company, even if they work in different industries. For example, a healthcare provider may partner with a fitness company to offer customers discounts on gym memberships in exchange for continued business with the healthcare provider.

Cross-industry loyalty programs are typically managed through a digital platform or app, making it easy for customers to track and redeem rewards. Customers may earn rewards through various actions, such as making purchases, completing surveys, or engaging with the company on social media. Rewards can include discounts, free products, exclusive access to events or content, and more.

  • Healthcare

The healthcare industry has embraced customer loyalty programs to incentivize patients to continue receiving care from the same provider. In addition to improving patient retention, loyalty programs can improve patient health outcomes. For example, a loyalty program could reward patients who regularly attend check-ups, take their medication as prescribed, or make positive lifestyle changes.

One example of a healthcare loyalty program is the Walgreens Balance Rewards program. It allows customers to earn points for purchases, prescriptions, and healthy behaviors. Points can be redeemed for discounts on future purchases, making it easier for patients to afford their medication.

  • Finance

The finance industry has also seen a rise in loyalty programs, particularly among credit card companies. These programs typically offer rewards points or cash-back for purchases using a credit card. Customers can redeem these points for travel, merchandise, or other rewards.

One example of a successful finance loyalty program is the Chase Ultimate Rewards program. This program allows customers to earn points for purchases using their Chase credit card. They can redeem these points for travel, gift cards, merchandise, and more. The program also offers additional benefits, such as access to exclusive events and airport lounges.

  • Travel

The travel industry has long been associated with B2B loyalty programs, with airlines and hotels offering frequent flyer and rewards programs for decades. However, these loyalty programs have expanded beyond traditional travel companies to include ride-sharing and car rental companies.

One example of a cross-industry travel customer loyalty program is the Delta SkyMiles program. In addition to earning miles for flights, customers can also earn miles for car rentals, hotel stays, and purchases made with Delta’s partners. It allows customers to earn miles even when they’re not traveling, making it easier to reach elite status and unlock additional perks.

Benefits of cross-industry loyalty programs

Cross-industry loyalty programs offer benefits to both the customer and the business

  • For customers, these programs incentivize them to continue doing business with the same company, even if they operate in different industries. It can result in increased loyalty and additional rewards and benefits.
  • For businesses, cross-industry loyalty programs provide an opportunity to expand their customer base and increase revenue. By partnering with companies in different industries, businesses can reach new customers and incentivize them to continue doing business with the company.
  • With valuable data and insights into customer behavior, businesses can better understand their customers’ needs and preferences by tracking customer activity across different industries. This information can be used to improve products and services, as well as to personalize marketing efforts.


Cross-industry customer loyalty programs are becoming increasingly popular for businesses to incentivize and retain customers. By partnering with companies in different industries, b2b businesses can expand their customer base, increase revenue, and gain valuable insights into customer behavior.

The benefits of cross-industry loyalty programs are clear for both customers and businesses. Customers are incentivized to continue doing business with the same company, which can result in increased loyalty and additional rewards and benefits.

As these programs continue to gain popularity, businesses need to understand these programs’ benefits and potential pitfalls. While loyalty programs can be an effective way to incentivize and retain customers, they must be well-designed and well-executed to be successful.

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