Written by: Mark Pearson, Vice President, Loyalty Marketing
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Thinking of your customer loyalty program as a tree is a useful way to structure your program strategy and, like a tree, great loyalty programs stand the test of time, growing and bearing tangible fruit for many years.
A well-designed program is worth the effort and investment as it returns value in many ways:
To ensure success, a measurement plan is a critical element in the design phase of your program. It requires identifying the objectives and KPIs of the program as well as how they will be tracked.
Roots are the pillars of your program, and the foundational elements that hold up the rest of your work. Just like the roots of a tree, without these the long-term health of the program is in jeopardy:
Long term, program level objectives are the trunk of your program. They are the north star, the metrics by which you define your program’s success and they lead directly to the roots you have established:
Short term engagement categories are the branches of your program. They connect desired customer behaviors to your long-term objectives and provide incremental milestones to achieve your program goals. Leaves are the individual behaviors that lead to short-term success:
Trees can’t grow without water, and your program can’t grow without funding and investment. Plan your program budget to hit these key factors:
Growing a healthy tree means periodically trimming branches and leaves that no longer provide nourishment to the rest of the plant. As your program continues, remember to monitor, adjust and evolve:
By starting at the roots and moving up the trunk to your branches and leaves, you’ll have a healthy customer loyalty program that delivers continual short and long-term results aligned with the core values of your company. With appropriate funding and continual adjustments to business and market-driven forces you’ll reap the rewards of your efforts for years to come.