90-Day Customer Loyalty Plan

What if the next 90–180 days could lock in measurable customer loyalty? In this episode, we break down a practical, no-fluff playbook for building a retention strategy that customers actually value—whether you’re serving consumers or complex B2B accounts.

We focus on intentional success and segmentation, identifying high-value customers and the signals that predict renewal, frequency, and advocacy. Then we narrow in on the KPIs that matter most and design loyalty mechanics that make sense: points, tiers, access, bonuses, and earned surprise moments. You’ll learn why swag rarely drives loyalty, how to reduce early friction with smart onboarding, and where re-engagement triggers fit when momentum slows.

We compare B2C and B2B loyalty without clichés. For B2C, convenience, delight, and timely nudges win. For B2B, loyalty must support the whole account through shared benefits like premium support, admin training, success reviews, and milestone-based usage credits. Throughout, we lean on behavioral analytics, automation that enhances relevance, and a communication cadence that drives action without fatigue.

To keep programs fresh, we champion co-creation and experiential innovation—inviting customers into pilots, iterating on perks, and retiring low-impact rewards fast. Ask the Disruption Day question: what will customers need tomorrow, and how can you start building it today? This mindset turns loyalty from a cost center into a growth engine. If this resonates, subscribe, share with a teammate, and leave a quick review.

Resources Mentioned:
Learn more about CXI Membership™ and apply -- http://CXIMembership.com
Order your copy of Experience Is Everything -- http://experienceiseverythingbook.com
Experience Investigators Website -- https://experienceinvestigators.com

Want to ask a question? Visit askjeannie.vip to leave Jeannie a voicemail! (And don't forget to follow Jeannie on LinkedIn! www.linkedin.com/in/jeanniewalters/)

Episode Transcript

Jeannie Walters (00:00):
You'll want to listen in for this one.
This is a great question fromour listener, Tenisha.

Listener Question (00:04):
Hey Jeannie.
This question came in fromTenisha.
What are the fundamentalsneeded to build a ninety or a
hundred and eighty-day customerattention plan and strategy for
B2B versus B2C customers withloyalty program as a core focus?

Jeannie Walters (00:19):
I love this question for a bunch of reasons.
Number one, I can hear yourintentionality.
You all have heard me talkabout intentional success.
Having a plan that istime-bound for 90 or 180 days,
that is really important.
That helps us put structure tojust goals and wishes, right?
Which we see a lot in customerexperience.

(00:41):
So I love that this requiresthat intentionality, thought
about design.
And also we have to now diveinto really what are we trying
to do in that 90 to 180 days?
So here's where I'd start.
I'd think about number one,your customer segmentation.
Who are your best, mostvaluable customers?

(01:01):
What are their behaviors like?
How much are they purchasing?
What, where are they in theirlife cycle stage with you?
What are their engagementbehaviors?
What do they respond topositively?
So really look at defining whoyour most valuable customers are
for this type of program.
And then, of course, you wantto define the goal.
Now you mentioned specificallycustomer retention, but what are

(01:24):
we trying to do with thatretention?
Are we trying to get them toincrease the frequency of
purchases?
Are we trying to make sure theyrenew a contract if it's B2B?
Are we trying to just deepenthe engagement with the
customers that we have?
We want to tie these back toimportant KPIs or goals or
outcomes like retention rate orloyalty program redemption rates

(01:48):
or engagement or usage.
We want to look at what are wetrying to do and make sure we
understand how to measuresuccess along the way.
We also want to think about theloyalty program structure.
This is not a one size fitsall.
We can't just wave a magic wandand say we have a loyalty
program now.
We have to create a program,maybe around points, maybe
around frequency, maybe it'stiered.

(02:10):
Are there perks along the way?
But this is the important part.
We want to align the value ofwhat the program provides for
the customers with what theyactually value.
We don't want to do it justbased on things that we think
are easy.
Most customers don't want swagfrom your company.
That is not necessarily a perk.

(02:32):
So if you are saying, hey, ifyou do this, we're going to send
you a coffee mug with our logoon it.
That is not usually somethingthat customers value.
Get into looking at theirbehaviors.
What are they asking you for?
Are they asking you for accessto things?
Do they want a little bonus?
Do they want surprises?
Some of the B2C brands do thisreally well.

(02:53):
When you order something, theythrow in a lot of samples or
previews, and customers reallylike that.
And so they started using thatas part of their loyalty
program, saying, you will getextra samples.
You will get our best samplesif you are part of our loyalty
program.
So look for what they really,really value.
And then, of course, we want tothink about what is the actual

(03:14):
journey?
If you are thinking about the90 to 100 days as a customer
journey, then really dig intothat.
What does that feel like andlook like for them?
What does onboarding feel like?
What are the ways that we canmake it easier and more
delightful and more surprising?
How do we continue to engagethem even after that onboarding
phase?
What about re-engagement if weneed to?

(03:36):
Maybe you have some members whoare just kind of there but not
really engaging.
Really think about what wecould do in that 90 to 180 days
with our customers.
And then, of course, technologyand tools are part of this.
So, what is the tech stack weneed?
How are we using automation?
How will we look at ouranalytics and make decisions so

(03:56):
we can do things smarter thanjust kind of going in and
following a plan?
We want to track behavioraldata.
Are they clicking on the linkswe're sending?
Are they engaging with theproducts?
Are they reaching out when weask them to?
Are they providing feedbackwhen we ask them to?
So, really think about all ofthose things as you build your

(04:17):
plan.
And then, of course, thedifference between B2C and B2B,
B2C tends to be more individualand product-based.
So I mentioned that samplestrategy.
That was something that acompany did.
We also want to look at whatare the emotional drivers?
You know, people wantconvenience, they want delight,

(04:39):
they want recognition.
We all want to be seen andvalued, every single one of us.
That does not matter if it'sB2C or B2B.
So think about how can you helppeople feel seen and valued and
appreciated.
Of course, we want to thinkabout what is the program design
and how does that make sensefor either the B2C market or the
B2B.

(04:59):
In a B2B market, we want tothink about what will serve the
organization for the long termbecause you might have somebody
who is a buyer or an end user,but they might not be at that
organization forever.
So if you give them all theperks and they walk out the
door, somebody else isn'tnecessarily going to see that as
valuable.
So really think about what youcan do for both the person who

(05:22):
is buying, but also theorganization.
What will they get as part ofthe loyalty?
And then think about your touchpoints.
How do you continue to engage?
How do you make sure that theyknow that you haven't just said
it and forget it, as we used tosay?
We don't want people to feelneglected or ignored, whether
it's B2C or B2B.
So really mapping out how doyou keep them engaged?

(05:42):
What are those touch points?
And looking at how does thatimpact their behavior?
If you reach out too much,people might back off.
You have to find the rightcadence of communications.
And then, of course, we want toreally think about what is
motivating someone to dobusiness with us in the first
place.
Is it because it's easy to dobusiness with us?

(06:05):
Is it because they like what weoffer?
Lean into whatever that is foryour loyalty program because
that's what people want more of.
So think about what are theperks that you can offer here
that people will reallyappreciate?
How can you leverage feedbackand behavioral analytics to make
sure you're offering thingsthey value and then continue to

(06:26):
engage them in co-creation?
Things get stale, people getused to things.
Sometimes loyalty perks becomecommodities if everyone's
offering them.
So you have to stay fresh, youhave to stay innovative, you
have to make sure you areco-creating with your customers.
You know, as part of our CXInavigator framework, there are

(06:47):
four parts of it.
And two of them fit very wellwith this.
There's always intentionalsuccess.
We always talk about that.
Cultural commitment, of course.
But the two parts of theframework that I'm talking about
are customer collaboration andexperiential innovation.
This is when you look ahead andyou think, what could we offer
our customers tomorrow that weneed to start building today so

(07:11):
that we will have their loyaltyfor the long term?
It's a great exercise to gothrough when building your
loyalty program.
We do something with ourclients where we host a workshop
called Disruption Day.
We want you to be the disruptorin your industry.
Loyalty programs are a greatway to do that.
So as you're looking at your90-day, 100-day strategy for

(07:33):
customer retention with aloyalty program as part of that,
really dig in, think about whatyour customers actually value,
and then lean into that andcontinue to co-create with them
to engage with them.
So I hope this was helpful.
This was a fantastic question.
And again, I love how you'reframing things with
intentionality and with thattime-bound view because that

(07:57):
helps us get things done and ithelps us deliver even more value
for our customers.
Thank you so much for beinghere.
Thank you for all of yourincredible questions that we get
here on the Experience Actionpodcast.
And don't forget, we have afull set of resources for you
within our CXI Membershipprogram.
We have lots of differentevents coming up.

(08:18):
I encourage you to check thatout.
And I want to remind you, we'realso booking special events for
our upcoming book, Experienceis Everything, including special
keynotes around the book wherethe book is included as part of
the keynote.
Maybe you're looking for a wayto kick off the CX strategy with
you and your team.
Please reach out to us atExperience Investigators because

(08:39):
we have a program that couldwork for you.
Thanks for being here.
Keep sending in thosequestions, and I'll talk to you
soon.