Game-changers like social, mobile, location-based technologies, and gaming mechanics are providing businesses with the ability to help elevate their loyalty programs to interactive devices in which to communicate with and motivate customers, cull ideas, increase engagement, and create brand advocates.
Some companies like BalticMiles , for example, are leveraging member feedback to even redesign the structure of their loyalty programs. The airline recently implemented a crowdsourcing platform that allows members to directly impact future partners and promotions based on personal preference. For the first 20 ideas to reach 100 "likes," members will receive 5,000 reward points. The top three contributed ideas, as selected by BalticMiles, will be awarded 100,000 points each, equaling 23 free flights. Winners will be able to redeem these points for travel and rewards catalog items within a three-year time period.