Overview

This article explains the SAPS model, which stands for Status, Access, Power, and Stuff. It discusses how each component contributes to customer advocacy and loyalty and why they are more effective than traditional cash rewards.

 

Information

The SAPS framework is a set of motivators that help marketers understand how to appeal to customer advocates beyond monetary incentives.

 

Definition – What is SAPS?

SAPS is an acronym for Status, Access, Power, and Stuff. The framework of motivators developed by Gabe Zichermann allows marketers to identify what types of tasks will appeal to their customer advocates. The primary goal of SAPS is to highlight that cash (aka the stuff) is not the ultimate reward for your customer advocates and is the least of their desires.

But what do status, access, power, and stuff represent, and how do they help with customer advocacy?

• Status – recognizing customers for their efforts goes a long way, so allowing them to grow that status and be rewarded for it continually ensures brand loyalty.
• Access – as part of that growing status, the customer is given unique access to something, such as offers, early access, exclusive items, or entry to an event.
• Power – your customers know what they want from your business and your products or services. Giving loyal customers a say encourages advocacy and helps improve what you offer.
• Stuff – the product or service customers receive for being loyal to the brand. While the stuff is a great incentive, it isn’t as powerful as it is when accompanied by the three previous stages of the model.

Not utilizing SAPS and only offering the stuff can cost your business more than it has to – after all, the cost of rewards can quickly add up, even if they’re small. And, if the rewards are too small, customers may not think they’re worth it. Waiting for the reward can be time-consuming, and without the prior incentives, customers can lose interest.

 

How SAPS is used for advocacy marketing

SAPS is used to increase employee advocacy in a way that rewards alone cannot. Gamification is a powerful tool for building customer loyalty, and SAPS helps to achieve this by peppering smaller, more accessible, and even more valuable rewards into the process. These rewards are more frequent yet can cost businesses less in the long term.

SAPS drip-feeds loyal customers with rewards and benefits the more they spend, and the more loyal they are, and many of these benefits don’t even cost your business anything. For example, something as simple as a badge beside a customer’s username elevates their status and displays their loyalty for all to see.

Also, giving customers a say in how your products or services should develop costs your business nothing and provides feedback and insight that might otherwise be expensive to obtain. This gives customers a feeling of authority and makes them feel like they can make a difference.

Access rewards allow customers to view or experience something that other customers don’t, which they can then review and share. This can also positively affect reviews, with customers excited about the exclusivity.

And, of course, stuff is appreciated – and in the case of SAPS, it’s the icing on the cake. A free product or service, even at low cost, works as an effective benefit when the customer believes the preceding benefits are of equal, if not higher, value.

 

Benefits of SAPS

SAPS is a way of growing customer advocacy while keeping costs low and engagement high. Stuff is a great way to entice new customers, but with SAPS, customers who would otherwise be put off by time-consuming, low-value, rewards-focused loyalty schemes are encouraged to engage. This is thanks to SAPS elevating the customer’s status, access, and power, which are cost-effective and beneficial to your business, on top of their continued spending.

 

FAQ

What does SAPS stand for?

SAPS stands for Status, Access, Power, and Stuff. It is a framework for motivating customer advocates beyond just monetary rewards.

Why is cash not considered the ultimate reward in the SAPS model?

In the SAPS model, cash or "stuff" is seen as the least effective motivator compared to status, access, and power, which can drive deeper engagement and loyalty.

How does SAPS benefit a business in terms of customer advocacy?

SAPS benefits businesses by fostering customer advocacy and loyalty through cost-effective means, such as elevating a customer's status, granting exclusive access, and giving them a voice in the business, all of which enhance engagement without incurring high costs.

Can SAPS be used to reduce the cost of rewards programs?

Yes, by focusing on non-monetary rewards such as status, access, and power, SAPS can help reduce the overall cost of rewards programs while maintaining high levels of customer engagement.