Loyalty Programme Implementation
Too often we see real issues with project slippage because the programme hasn’t been properly thought through or sold into the business at a financial, operation and cultural level.
We would highly recommend you have a Loyalty Champion; someone in the business who holds responsibility for the strategy and the vision for the programme. Ensuring you have a clear vision for how the programme is going to work, what its objectives are, what success looks like and how you are going to manage it is critical to its longevity.
Whilst we would recommend getting people from different functions and departments to provide feedback on elements of the programme as you define them, we would urge caution on giving too much involvement or sign off as programmes can easily be derailed with too many people involved.
At the point you start to implement the programme ensure you have the right people lined up to assist at the right time. Data takes time and is more likely to hold up a programme launch than any other aspect. Get the marketing team involved to start planning communications. Get the sales team involved so they can start to think about how they can weave the messaging into their customer conversations and make sure your customer service teams have the tools available to help customers when they need to.
Loyalty Programme Launch
This is a crucial part of the programme but shouldn’t need any vastly different resources if you have planned the launch successfully. Think about whether you are going to launch softly, softly or with a big bang. The two options are very different but don’t necessarily require different resource levels. The internal launch is as crucial as the external launch and don’t let it become an afterthought. Ensuring your whole business understands the programme inside and out and is able to live it is crucial to ensuring your customers understand it. We are big advocates of launching a similar programme to your internal audience as well to ensure they feel valued and are able to talk first hand about the benefits
Loyalty Programme Management
The level of resource you need here very much depends on the type of programme you are launching. Three programmes we run for very different clients are polar opposite in terms of requirements.