Case Studies

Designing a Better Loyalty Program from the Ground Up

MaybeForYou partnered with Budget Atlanta to build a full-featured customer loyalty program: Betterway Rewards. More than a responsive website, the platform provides an automated solution for gaining profound insights into customer behavior.

Budget’s new loyalty program create a "loyalty loop". A solution for offering customers more of what they want, while continually providing the Budget team with valuable insights they can use to improve and evolve their marketing efforts.

Overview

The Betterway Group is Avis Budget's oldest and largest franchise, independently operating since 1977 in seven metropolitan areas of Atlanta, Birmingham, Kansas City, Memphis, Nebraska, Utah, and Wichita. They approached MaybeForYou to develop a strategy for overhauling their existing loyalty program. The existing program had been around for years but wasn't meeting the needs of the business or Budget's customers. It was difficult to use, lacked any type of automation, and wasn't integrated into Budget's internal systems. As such, it was never fully rolled out and was only available to customers in select markets.

To develop a successful strategy, MaybeForYou needed to understand both what mattered to the business and determine exactly what would motivate their customers to remain loyal to the brand.

Client: Budget
Area of Focus: Consumer Products & Services

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TL;DR.

Provided the strategy, design, and development a fully automated loyalty program from the ground up.
Delivered a 15x increase in sign-ups, point redemptions, and overall customer satisfaction.

Services Provided.

User Research
Ethnographic Research & Shadowing
Stakeholder Interviews & Workshops
Landscape Analysis
Product Strategy
User Experience Design
User Interface Design
Prototypes & Testing
Responsive Web Design
Technical Development & Systems Integration

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Process.

Discover

Define

Design

Develop

Deliver

Using Research To Inform Design

Through a combination of onsite and remote-based customer research, we were able to gain a deeper understanding into where the current program was falling short and develop clear insights into what customers wanted and needed in a new loyalty program. These findings, together with our stakeholder research, led us to recommend a ground-up rebuild of the program. Providing the flexibility necessary to solve both the customers and the internal operational challenges. This also allowed us to upgrade the information Budget was able to collect through different aspects of the program. Equipping the platform to provide marketing insights that would lead to more informed marketing decisions.

With a clear picture of both the customer’s and the business’s needs, we put together a strategic roadmap for a 12-month project rollout. Consisting of a responsive website and an easy to use administrative backend, that would be piloted in select markets before being rolled out nationwide.

Using Proven Design To Fuel Further Research

Using a human-centered approach, we designed a program that customers started signing up for in record numbers, and it very quickly became Budget’s most successful marketing program to date. At the same time, Budget’s ability to learn about their customers in real-time made it much easier for them to generate compelling new campaigns, rewards, and solutions that could be implemented into the program — improving a customer’s experience over time.

In the end, what we designed for them went far beyond the scope of a software platform that Budget could use to run a simple loyalty program. We were able to help their team build the necessary tools and infrastructure to create a “loyalty loop” that fostered continual learning and gave customers more of what they wanted. Improving overall customer satisfaction, leading to a more engaged customer base and higher bottom line sales.