Independent thinking on customer loyalty
Research, practical examples and a clear point of view on building loyalty programs. By Pavel Los.
Promotion strategy · Latest article
Before approving a promotion, I want to understand why a customer would take part. Saving money is a clear answer. So are receiving something useful, enjoying a challenge or getting access to a relevant experience. Each gives us a different starting point for designing the offer.
Research and benchmarks
Before using an industry figure as a target, check whether the research measures the same behavior, among comparable people, over a comparable period.
Digital experience
For digital and CRM teams, the starting point should be the customer’s task. An app earns its place when using the app makes participation easier or more useful.
Measurement and ROI
A reported return gives you a reason to investigate. Before using the figure in your business case, understand whose results sit behind the number and how the return was calculated.
Member engagement
A useful membership report explains who joined, who participated and how participation changed.
Rewards and experience
Before redesigning a program, look at how long a customer waits for a useful reward and what happens when they try to use the benefit.