A perfect storm is developing in the world of customer loyalty as conditioned by the changing customer expectations, new technology and the emergence of new competitors. Modern Coast Express continues to live to its customers’ expectations through the launch of “Modern Miles”, a move that is intended to reap rewards and benefits to customers as a show of appreciation for their patronage. Through issuance of loyalty cards to customers, Modern Coast targets to reposition its relationship with customers so that both parties benefit as the loyalty program is centered on what customers need.
Modern Coast is keen to develop direct customer relationships. The move started with the application of modern technology in service provision to facilitate ease with which customers can access the company’s services. The most recent and highly appreciated development involves provision of loyalty cards to customers. The initiative justifies the company’s understanding that loyalty reinvention is not a passing trend but a fundamental requirement for establishment of a solid relationship with customers.
The introduction of Modern Miles shows that Modern Coast is aware of the current developments in the business industry. It is a response to the understanding that customers need a different relationship with their service providers of choice. Modern Coast’s customer loyalty cards show the company’s commitment to change from transaction-based exchanges with customers to establish an ongoing relationship with them. With the programme in place, customers can now earn points whenever they book bus tickets or send parcels with the company. Details of the points earned in a given route are accessible at https://www.modern.co.ke/index.php/loyalty
Modern Coast loyalty cards are specifically coined for two clusters of customers namely students and non-students. As such, there are two types of loyalty cards; student loyalty cards and the loyalty cards that are meant for non-students. The latter is on and running as final arrangements are made to launch the former; student loyalty cards.
Customers can acquire the cards either by filling the online registration form that is available on the company’s website (http://modern.co.ke/index.php/online/page/loyalty) or when booking at the company’s booking offices.
When filling the online registration form, customers need to indicate their names, identification or passport number, telephone and email address. Before completing the registration process, customers are advised to indicate their preferred collection branch to facilitate the transfer of the card. In the case of acquisition at the booking office, a customer is issued with the card upon booking a ticket for which payment is made in cash via Mpesa or smart card. In such a case, the booking agent instantly issues a customer with the card upon completion of the booking process. In either of the cases, customers are advised to provide their original Identity cards or passport for justification of ownership.
The student loyalty cards (yet to be launched) will be more comprehensive as it will enable students to earn points in adverse ways. For instance, Modern Coast understands students’ attachment to the social media. The student’s loyalty program will enable students to earn points whenever they book a ticket with the company, send a parcel, share the company’s Facebook data and when they enter into some competitions. The students’ loyalty card expires with the expiry of the students ID cards. At that point, student graduate to the loyalty cards for non-students.
At Modern Coast, we understand the rapid change in customer expectations and technologies hence the modern miles is designed in a future-flexible manner to offer solutions to every eventuality. The company’s loyalty ecosystem gives room for new components to be plugged in to take care of the changing customer demands. We are determined to give value to all our customers and to appreciate them for their patronage.
Authored by Wycklif Onyango