Building Strategies to Measure the Effectiveness of Loyalty Programmes

Course Overview

Most disappointing results in loyalty programme effectiveness trace back to an audience defined too broadly. A message about the practice within marketing and commercial practice that tries to reach everyone reaches nobody. Exercises escalate in difficulty, ending with the ambiguous situations that make this part of marketing and commercial practice hard in practice. It suits anyone whose decisions touch loyalty programme effectiveness, in large organisations and small ones alike. The version of this area of marketing and commercial practice described in the manual and the version practised on the floor tend to diverge over time. It concentrates on the parts of the marketing and commercial practice capability that determine outcomes and treats the rest proportionately. Participants take away a working set of documents supporting loyalty programme effectiveness, ready to be adapted internally. Mature organisations treat the practice within marketing and commercial practice as a standing capability rather than a project that finishes. It closes by agreeing the smallest change to this part of marketing and commercial practice that would make a visible difference.