Gauge the love in your loyalty club

The Chief Marketing Officer (CMO) Council has launched a new authority leadership programme to audit and assess where and how companies can better leverage their loyalty investments through improved member profiling, targeting, personalisation and relevant and timely offer delivery across all channels of customer communication.

The CMO Council's Getting a Business Lift from Loyalty campaign lets marketers scorecard the effectiveness of a programme, share best practices employed by loyalty leaders, and identify the most common problems besetting loyalty laggards who are under-utilising their customer advocacy and affinity assets.

The six-month campaign will audit and benchmark innovation and operational best practices in loyalty club programmes, the value and utilisation of customer data to drive response rates and revenue, and the mobilisation of loyalty club members as active agents and advocates for acquiring new or repeat business. Interactions with leading marketers and operators of loyalty programmes will seek to understand:

• Lifetime value, profitability and influence of members
• Level of active participation, predisposition and feedback
• Channels, methods, quality and regularity of communication
• Intimacy and knowledge of customers; use of personalisation technologies
• Retention, attrition, churn, recovery and renewal of members
• Uptake of offers, deals, discounts and add-on sales
• Referral, recommendation and advocacy levels among members
• Creative activities and programmes for growing community and affinity.

The programme will also include an in-depth analysis and pilot programme that will leverage existing communication channels within loyalty club programmes to create more precise and targeted engagements. These pilot programmes, executed in partnership with the TransPromo consulting group of InfoPrint Solutions Company, will test, measure and quantify the efficacy of targeted, personalised communications leveraging customer data and personalisation technologies to drive retention, growth, value and maximise business opportunities. Sectors to be targeted include retail, airline, hospitality, car rental, foodservice, grocery, financial services, insurance, communications, fitness/health, leisure, auto services, and business services.

The CMO Council has also established a content rich portal, dedicated to aggregating thought leadership, best practices and resources. From facts and stats to articles, books and expert insights, www.loyaltyleaders.org will be a go-to resource for the best information across the loyalty ecosystem.