What are Tiers?
- Tiers are fixed and sequential thresholds that can be achieved by customers based on accumulated points over 12 months
- Points used to power Tiers can be linked-to net spend with an optional multiplier or other actions
- The amount of points a customer needs to earn to attain or maintain a Tier is configurable
- An individual can only belong to one Tier at a time within a Tier program
- A brand may have multiple concurrent Tier programs simultaneously running based on different conditions
- There is no limit to how many Tiers can be customised for your member program with Omneo
- Each Tier can have exclusive Rewards, Benefits and Credits which can only be claimed when a customer is on that Tier
- A customers Tier can be used to modify broader customer incentives and experiences
How do Tiers work?
Tiers are used in conjunction with a specific Point scheme and are typically designed as part of a broader incentive strategy.
To acknowledge a customer based on attributes outside of points, brands may use Status.
Customers can earn Tier points by doing or not doing any number of actions, such as:
- Becoming a member / creating a brand profile
- Shopping in more than 1 location over the past month
- Spending over X amount in Y period
- Using X service and purchasing Y product
- Attending an event
- Playing X amount of games
- Loaded credit onto their account
- Referring a friend
- Took up X offers in a row
A Tier can be manually assigned; however, a customer needs to meet the Tier rules to maintain it for longer than a year.
When configuring Tiers in Omneo CX manager, brands can ensure that when a customer does not maintain a Tier they will not fall below a set Tier floor.
When is it appropriate to use Tiers?
A Tiered incentive program should be employed when brands want to focus their efforts on deeply engaging a few high-value customers and reduce resource spend on those who are less engaged. Tiered programs harmonise with the commonly observed instance that most business revenue comes from a small cohort of customers.
Why employ Tiers?
Tiers are a great way to encourage your brands best customers to keep coming back, rewarding them proportionately to their patronage. They also allow frontline staff to identify brands best customers at a glance.