In light of today’s contentious and dynamic marketing landscape, outshining the competition is no easy task. And the brands that do excel on this front deserve to be recognized for their outstanding efforts to acquired and retain the loyalty of customers everywhere. The Loyalty360 Awards are designed for this very purpose.
 
This year, 17 brands have been chosen to compete in the 3rd annual Loyalty360 Awards, which will be held at the 9th Annual Loyalty Expo. These brands represent the cutting edge of customer engagement and customer loyalty marking across a wide range of industries and categories.
 
And because of the tremendous success and innovative nature of its RedZone loyalty program, Ryder is among this year’s prestigious nominees. For excellence in understanding the impact of loyalty strategies and initiatives, Ryder is a finalist in the Measurement category.
 
RedZone has been in effect since late 2014 and it occupies a unique space in the loyalty program industry. As a provider for commercial fleet management, dedicated transportation, and supply chain solutions, Ryder exists in a specialized sector of the rental truck industry and acts largely as a B2B company. RedZone, therefore, is also largely a B2B loyalty program.
 
And of course RedZone offers a solid value proposition to its clients. But the true power of RedZone lies in its ability to track the habits of customers.
 
Many Ryder clients need specialized trucks to move goods and items over long distances. And as a result, Ryder is constantly faced with a number of seasonal and geographical considerations.
 
In this regard, the program data that RedZone has already provided has been extremely valuable. But even so, Ryder continues to innovate the program in order to better suit its evolving needs going forward.
 
As of January 2016, Ryder recently switched loyalty program platforms to acquire an even better understanding of its customers, which promises to be tremendously beneficial to the brand going forward.
 
“Internally, what we are going to be able to do with this new platform is to really segment out our customer-base, and easily see some of what we were driving for by having a loyalty program, which is intelligence on our customers,” Rich Mohr, Ryder VP & Global Product Manager of Rental Operations, told Loyalty360. “This includes when our customers are renting, what they are renting, and what their seasonality’s are. We wanted to know how that information could drive demand and interest.”
 
Because of the unique nature of the business that Ryder occupies, it is difficult to determine what the competition is up to. And it is especially difficult to understand what Ryder’s own customer-base is doing within its competitive circle. Ryder cannot simply run quick market surveys to clearly see which customers are spending a percentage of their rental truck budget with other industry brands.
 
But RedZone’s new platform will begin to allow some insight into this problem.
 
And it will also allow Ryder to better measure overall engagement, and to increase the quality of the customer experience as Ryder continues to pursue excellence along the long road ahead.
 
“We have a measurement system that we have put blood sweat and tears into,” Mohr said. “And every year the value of our satisfaction has gone up and every single year our Net Promoter Score has gone up. So our customers are showing us that what we are doing with our measurement is working. For us, that closed loop process is really important. You can measure things from here to the moon, but the fact is if you do nothing with the answers that your customers are giving, then it doesn’t matter. And I think that the fact that we are able to complete that closed loop process puts us ahead of the competition.”