Select indicators that show whether tiered loyalty programmes is improving, and reject those that only look useful.
Building Tiered and Motivating Customer Loyalty Programmes
Learn to design, measure and defend your organisation's approach to tiered loyalty programmes.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in tiered loyalty programmes is imperfect; that is not a reason to stop measuring it. Buyers now complete much of their decision on the wider marketing and commercial practice agenda before speaking to anyone. Participants finish able to explain this area of marketing and commercial practice to a non-specialist audience without losing precision. Buying a tool rarely fixes tiered loyalty programmes; the underlying capability has to be built internally first. Post-incident reviews keep identifying weaknesses in this part of marketing and commercial practice that were visible long before the incident. Participants test their assumptions about this strand of marketing and commercial practice against scenarios designed to break weak ones. The level assumes working familiarity with the commercial team but no prior formal training in tiered loyalty programmes. The course sets out a working method for this part of marketing and commercial practice that participants can apply the week they return. Participants leave with a first-ninety-days plan for this area of marketing and commercial practice rather than a set of notes.
Expected Learning Outcomes
Design the retention and win-back approach for tiered loyalty programmes.
Define the audience for tiered loyalty programmes precisely enough to exclude people.
Set acceptance criteria for tiered loyalty programmes before work begins rather than after.
Plan the handover of tiered loyalty programmes so that capability is not lost when key staff move on.
Design the qualification criteria that stop effort being wasted in tiered loyalty programmes.
Structure pricing for tiered loyalty programmes to reflect value rather than cost.
Who Should Attend
Product managers whose proposition depends on tiered loyalty programmes.
Digital marketing specialists executing tiered loyalty programmes.
Account managers responsible for retention within tiered loyalty programmes.
Members of committees that take decisions affecting tiered loyalty programmes.
Business development managers pursuing opportunities in tiered loyalty programmes.
Specialists advising senior management on tiered loyalty programmes.
Course Modules
Tiered loyalty programmes: pricing, value and discount control
2 sessions · 8 pointsSession 1Building the method for tiered loyalty programmes step by step
- Record what was learned when tiered loyalty programmes did not go as planned.
- Confirm that reporting on tiered loyalty programmes reaches the people who can act.
- Build the report on tiered loyalty programmes that answers whether to spend more or less.
- Set the review interval for tiered loyalty programmes and who attends.
Session 2Choosing channels for tiered loyalty programmes on evidence
- Build the content that answers the buyer's real question about tiered loyalty programmes.
- Measure lifetime value from tiered loyalty programmes, not just first purchase.
- Design the retention action triggered when a customer of tiered loyalty programmes goes quiet.
- Set out the decisions in tiered loyalty programmes that require sign-off and by whom.
Tiered loyalty programmes: qualification and pipeline discipline
2 sessions · 8 pointsSession 1The paperwork for tiered loyalty programmes that is actually needed
- Distinguish symptoms from causes when tiered loyalty programmes underperforms.
- Describe the buyer for tiered loyalty programmes specifically enough to name who is excluded.
- Build the internal briefing that explains tiered loyalty programmes to those affected.
- Script the three most common objections in tiered loyalty programmes and the responses.
Session 2Keeping customers acquired through tiered loyalty programmes
- Map the decision journey for tiered loyalty programmes and mark where the choice is actually made.
- Check that tiered loyalty programmes still works when volumes rise unexpectedly.
- Plan the sequence in which improvements to tiered loyalty programmes will be introduced.
- Structure pricing for tiered loyalty programmes against perceived value.
Tiered loyalty programmes: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Pricing tiered loyalty programmes on value rather than cost
- Estimate the resource tiered loyalty programmes requires to run as designed.
- Write the positioning claim for tiered loyalty programmes and test whether a competitor could say it too.
- Establish what evidence demonstrates tiered loyalty programmes is under control.
- Arrange the handover of tiered loyalty programmes so capability survives staff changes.
Session 2The handover between marketing and sales in tiered loyalty programmes
- Map the handovers in tiered loyalty programmes between functions and secure them.
- Rehearse the briefing on tiered loyalty programmes that would follow an incident.
- Write down the assumptions underpinning the approach to tiered loyalty programmes.
- Review whether short-term tactics on tiered loyalty programmes are damaging the brand.
Tiered loyalty programmes: positioning and the honest claim
2 sessions · 8 pointsSession 1The claim about tiered loyalty programmes competitors cannot copy
- Rank the weaknesses in tiered loyalty programmes by consequence rather than by ease of fixing.
- Define qualification criteria that disqualify quickly in tiered loyalty programmes.
- Set the discount authority for tiered loyalty programmes and require justification.
- Select channels for tiered loyalty programmes based on evidence, then cut the rest.
Session 2What has to be agreed before work on tiered loyalty programmes starts
- Benchmark the organisation's tiered loyalty programmes against comparable operations.
- Document the sales process for tiered loyalty programmes so a new joiner can follow it.
- Define the handover point between marketing and sales in tiered loyalty programmes.
- Set objectives for tiered loyalty programmes in revenue terms with a timeframe.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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