8 strategic questions to ask when setting up a B2B loyalty program in a saturated or highly competitive market.
Companies like Proximus, Luxair, and Continental Benelux know better than anyone how to retain both customers and employees — even when the market is shrinking or shifting. Curious how they do it? Discover the key that makes their loyalty approach so successful.
In a time when customers are more critical and less loyal, customer loyalty is no longer a “nice to have” — it’s a strategic lever.
But where do you start?
Below you’ll find the core principles of the step-by-step guide, enriched with inspiring real-life cases and data.
1. What is the goal of your loyalty program?
Do you want to stimulate repeat purchases, create brand ambassadors, or increase referrals? Start with concrete objectives and measurable KPIs.
“It’s not your customer’s job to remember you. It’s your responsibility to make sure they can’t forget you.” — Nathalie Arteel
2. Who do you want to reward — and why?
Segment based on strategic value: growth potential, margins, ambassadors. Focus on the segments with the highest impact.
💡 Did you know that 20% of your customers often generate 80% of your revenue? (Pareto principle)
3. How do you currently measure loyalty?
Use metrics such as retention, share of wallet, referrals, or customer satisfaction.
Structured loyalty programs lead to an average 13% increase in retention (Alvarez & Marsal).
4. What truly motivates your customer?
B2B loyalty is about more than discounts — think recognition, simplicity, co-creation, or marketing support.
Arteel Case: Proximus
With the Domino Points Program, Proximus motivated employees to generate leads.
→ Result: sales via ambassadors rose from 1.5% to 4% of total revenue.
5. How do you communicate your program?
Support your program with storytelling, strong branding, and consistent follow-up.
“A loyalty program without storytelling is like a gift without a message — it lacks impact.” — Nathalie Arteel
6. How do you launch it effectively?
Start with pilot programs, involve your teams, and scale based on feedback and early results.
Case: Luxair’s loyalty program for travel agents
Luxair collaborates with 2,000 independent travel agents across Europe. Through Arteel, they introduced a flexible reward system.
“We wanted to avoid only rewarding the big players. Thanks to Arteel’s points system, I can now motivate smaller travel agencies from their very first sale.”
— Olivier Lamoral, VP Sales LuxairTours
Result? Arteel’s loyalty program delivered instant recognition, motivation, and growth — without a single complaint about the system.
Insight: A personalized, flexible points system not only motivates high performers but also activates smaller partners and increases engagement.
7. How do you keep customers engaged?
Maintain momentum by updating rewards, organizing challenges, or fostering community engagement.
Arteel Testimonial: Continental Benelux
“It’s the best customer loyalty platform — our results exceed expectations.”
— Jan Vandenbussche, Managing Director, Continental Benelux
8. How do you measure success?
Track KPIs such as retention, activation, referrals, or revenue growth.
A 5% increase in retention can lead to 25–85% higher profits, depending on your industry (Bain & Company).
Use these eight questions as a starting point within your team, and get inspired by cases with proven impact.
