When natural disaster strikes, nearly every industry has the unique opportunity to support their communities in real and meaningful ways. From telecommunications keeping us connected, to hotels offering refuge, and quick-service restaurants (QSRs) providing a comforting meal, different types of brands can play a vital role when it matters most. Let’s hear from one of our teammates who, in the wake of recent hurricanes, experienced firsthand how brands could make a meaningful difference through their loyalty programs.
POV: The Role of Loyalty Programs in Times of Crisis
Picture an ordinary morning in the Sunshine State, you’re enjoying a cup of coffee on the patio, watching as the warm rays cast a golden glow over your garden and freshly painted porch swing. The sandy path nearby invites a barefoot stroll, its sea grass borders swaying gently in the ocean breeze. Your toes sink deeper into the sand until you finally reach the water, taking a seat to enjoy the peaceful view.
But on a morning that’s anything but ordinary, those same warm rays now fall on your living room furniture, with no roof above to shield them. Your garden has vanished under a swirl of sand and mud, and the porch swing has shattered a window, now soaking in a pool of saltwater that consumes your hardwood floors.
In the wake of back-to-back hurricanes Helene and Milton, like so many other Floridians, I face the daunting task of clearing debris, securing supplies and trade labor, and finding a way to rebuild. It’s a time where community means everything. As someone who’s dedicated a career to loyalty, I couldn’t help but consider how brands could do more to support their members when they need it the most. A loyalty program that actively supports and responds to customers’ immediate situations reinforces the reason loyalty exists in the first place.
Messaging that Respects the Moment
Just a few weeks ago, my home flooded, trees lay scattered across the roof, and essential repairs loomed. Amid the chaos, I realized, almost ironically, that I’d achieved “Silver status” with a home improvement store within a single week – thanks to the sudden flurry of emergency purchases. When the congratulatory email arrived, it felt painfully out of place, highlighting a lesson I couldn’t ignore: the messaging within loyalty programs, so often celebratory, has the potential to play a more meaningful role in moments like these. Instead of congratulations, what if the message recognized the hardship and extended a hand of support?
For members impacted by disasters, a status email could be recalibrated, framing the message as a tool for help rather than a celebration. Instead of generic loyalty language, brands can adjust their tone and offer messages of solidarity: “We know it’s a challenging time – here’s something to support your recovery efforts.” This approach demonstrates empathy and shows the brand is attuned to the customer’s circumstances, building brand equity.
A program designed to create thoughtful, personalized experiences during a crisis fortifies the brand’s role as a reliable and ultimately irreplaceable partner in customers’ lives, increasing lifetime value.
Proactive Support in Disaster Zones
Businesses across various sectors, can leverage data such as zip codes and recent buying patterns to identify members in affected areas. By monitoring sudden spikes in purchases of essential supplies, services, or repair materials, they could proactively offer faster rewards or accelerated tier status, acknowledging the increased spending caused by necessity, not choice.
- Expedited Points Accrual: To help offset costs, brands might consider doubling or tripling points for members in disaster zones, whether they’re buying essentials, facing restricted access to kitchen facilities, or booking temporary lodging.
- Emergency Discounts: Consider providing short-term discounts on essential products or services.
- Customized Offers: Tailored offers, such as discounts on specific categories (flooring, drywall, meal deals, room rates, etc.), can address immediate, practical needs without requiring customers to hunt for deals.
Coupled with case sensitive messaging, proactive support fosters goodwill that can boost lifetime value with the brand, especially as customers return for future, non-emergent purchases.
The Long-Term Impact
When brands adjust their approach to acknowledge life’s toughest moments, they leave an impression – turning their loyalty program into a lifeline. This impact is rooted in a psychological phenomenon known as the “negativity bias.” People are more likely to remember moments that evoke strong emotions, especially negative ones. Imagine the disappointment of receiving a “congrats” email about reaching a new tier status – a result of rebuilding your life from scratch. That tone-deaf message could anchor a negative association with the brand that lingers indefinitely.
Now, consider the alternative: a brand that genuinely steps up, reaching out with empathy, understanding, and proactive support. By recognizing the hardship and offering aid without adding to the burden, the brand forges a powerful positive memory. In such moments, brands not only earn gratitude but also create lasting loyalty, making customers feel seen and valued. And as they rebuild, these customers are likely to remember which brands stood by them, strengthening a bond that keeps them loyal far after the storm has passed.
Written By: Carrie Mann
Carrie Mann, Kobie’s VP of Client Services, leads client relationships within the telecommunications and entertainment verticals. She works across departments at Kobie to bring the products & services that best match her clients’ needs. She is committed to leveraging a data-driven and customer-centric approach toward delivering client value to every initiative.
