GlossaryB2B Loyalty
B2B loyalty concerns relationships with professional clients, distributors, resellers, or influencers. It must take into account purchasing cycles, account structures, and the role of the people who decide, order, and benefit from the advantages. Professional services can play a significant role.
A concrete example
In a retail environment, the company makes a purchase, an employee places the order, and another uses the product. The programme must identify the account holder and the authorized beneficiary.
A point to consider
Don't assume the buyer can receive a personal gift. The client company's rules and the roles within the network must be considered.
Map the roles of a business account
Distinguish between the client company, its establishments, the individuals authorized to participate, and the beneficiaries of the benefits. Assign each role an identifier and access rights. Then test the departure of an employee, the transfer of an establishment, and a joint order across multiple sites. These situations determine the continuity of the balances and avoid treating a change of contact person as the loss of a client.
Questions to ask your team
- At what level are the objectives and points calculated?
- Who approves changes to affiliations and entitlements to benefits?
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