Playing to win means understanding the rules of the game.
However, this game is changing fast – the only certainty is the increasing rate of change. This leads to the question perpetually asked of loyalty managers: how far and fast does my programme need to develop in order to keep up or even move ahead of the pack?
This report from ICLP explores key questions that define the loyalty space, including regulation change, market dynamics, customer needs and competitive threats. Hard consideration and robust answers to these should help you make that strategic choice in programme management for your brand and for your customers: should you rapidly evolve or fundamentally revolutionise your loyalty programme?
The five questions that structure ICLP’s approach to loyalty strategy are:
- Who really are my target audience?
- Where in their customer journey do they engage with me?
- What do my customers value and want from me?
- Why will this improve my commercial performance?
- How do I make this change in my customer proposition?
We know standing still is not an option. As for ‘when?’ the answer is right now. View the report to find out more >
ICLP will be at Europe’s Customer Festival 2015 on 8-9 September
Visit them at Stand 5 to play the Customer Emotional Roller Coaster, where you’ll see the ups and downs of the customer journey in action!
Listen to Jason De Winne’s expert advice on building that reciprocal emotional connection with customers at 1.40pm on Tuesday in the on-floor seminar theatre, and visit their stand for a quick game, prizes and sweets. Click below to book your free exhibition pass now!