HOME > GLOSSARY >
C
>
Customer loyalty program

Customer loyalty program

Noun

[kuhs-tuh-mer loi-uhl-tee proh-gram]

A customer loyalty program is an organized system that allows a company to reward customers for their engagement. The company may offer incentives to customers who promote their brand on social media and in real life, refer business, and perform other activities that are beneficial to the brand. In return, the customers may receive points, swag, conference tickets, gift cards, or other rewards.

Many B2B software vendors understand that their customer base is one of their greatest untapped marketing and sales resources. By encouraging happy customers to share their positive experiences with their peers, vendors can leverage customers as a low-cost, highly effective marketing channel. For example, customers may receive points that can later be redeemed for rewards by referring new business. Or customers may receive cash incentives when they generate new deals that close.

Also known as customer advocacy programs.

Example: As ChamomileCorps’ #1 fan, Refika told all her entrepreneurs friends that the software was a must-have and had saved her a great deal of time and money. Since she received 500 points on ChamomileCorps’ Cham-pions program for every referral, by the end of the year, she had received enough points to redeem them for a brand new iPad.

More Partnership terms beginning with
C
Cannibalism

When a partner or campaign that is meant to help a company ends up taking away their source of traffic or leads. For example, if a partner bids on the same keywords as a company's marketing team —essentially driving up the bidding price and competing for the same finite set of leads. Ideally, you want your partners to expand your audience instead of targeting the sections of your audience that you already have access to.

Full definition ->
Certification

Typically, a certificate to acknowledge that a partner has completed product training and is now qualified to represent the company as a partner.

Full definition ->

Fast track your growth with PartnerStack

Get a real-time walk-through of our complete partnerships platform to see how PartnerStack helps you scale up, without doubling down.