Loyalty360 Roundtables

Overview: There is a growing interest in B2B customer loyalty programs and strategies, as are the number of members of Loyalty360 who are administering them. This meeting will serve as a forum for those in the industry to discuss challenges and opportunities unique to B2B customer loyalty, allowing others to learn and share in the discussion.
 
Key Discussion Topics: 

• Current or planned B2B programs – program structure and overview
• B2B vs. B2C programs – challenges and opportunities
• B2B program partnerships
• Driving awareness and engaging members

 
If there are additional topics you would like us to consider for subsequent meetings on B2B Customer Loyalty, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching B2B customer loyalty within their organizations.

Overview: Brand heath focuses on the measurement of how well a company delivers on its “brand promise”, inclusive of the product/service it offers and the perceived value and quality to customers. A healthy brand will deliver memorable, consistent, and differentiated customer experiences.
 
During this Digital Roundtable session, we’ll discuss members’ interest in or experience with brand/loyalty program health measurement, tracking, and best practices. 
 
Key Discussion Topics:

• Importance of measuring brand/loyalty program health
• Gathering customer feedback and insights on overall brand and loyalty efforts
  • Survey techniques, tools, and questions asked
• Brand/loyalty health tracking tools and monitoring
  • Brand/loyalty health KPIs and metrics
• Loyalty versus convenience – are customers truly loyal to your brand?

 
**If there are additional topics or questions you would like us to consider for this or subsequent meetings, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared for an open discussion with other Loyalty360 Brand Members on the topics above. Please feel free to suggest other topics or bring additional questions to the meeting on 5/25.

Overview: There is a growing interest in brand-to-brand partnerships as a valuable resource for customer loyalty programs, especially as brands looks to differentiate themselves and bring additional value to their members in unique ways. During this meeting, we will discuss the opportunity for brand partnerships, best practices, challenges, and ways to market these relationships.  
 
Key Discussion Topics: 

• Do brand partnerships have an increased focus within your program?

• Success stories/advice for other brands?

• Managing partnerships and loyalty programs/customer experience

• Promoting and marketing partnerships

• Partnership challenges and opportunities

• Setting up new partnerships/partnership network

• Managing expectations and alignment

 
If there are additional topics you would like us to consider for subsequent meetings on brand partnerships, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching brand partnerships as part of their customer loyalty efforts.
 

About Loyalty University:
Loyalty University features supplier member-led (virtual) workshops for brand members. As brands have shared a desire for continuing education opportunities, Loyalty University sessions will focus on customer loyalty trends and best practices, while allowing brand members to interact with presenters and other brands during a live presentation.
 
Session Title: Knowing When and How to Reenergize Your Loyalty Program
 
Marketers understand that they cannot afford to take a “set it and forget it” approach to customer loyalty programs and strategies. But how do you know when it is the right time to update your loyalty strategy or bring new life to offers, rewards, and member benefits?
 
During this Loyalty University session, the team at Cheetah Digital by Marigold will walk Loyalty360 Brand Members through best practices, KPIs, and case studies on knowing when and how to reenergize your loyalty program.
 
Key takeaways:
• Introducing KPIs to ensure your brand is on track – or how to determine if it’s time for a “refresh”
• How to get started with a data-driven approach to program design evolution
• The key loyalty metrics your brand should keep in mind to measure success, from launch to the long-term
 
Speakers: Roger Williams, Director, Client Success and Paul Hebert, Director of Enterprise Strategy, Cheetah Digital by Marigold
 
About Cheetah Digital by Marigold: Cheetah Digital by Marigold is the leader in Relationship Marketing solutions enabling global enterprise brands to acquire, understand, engage and retain customers across the entire lifecycle. By bridging the gap between data and contextual engagement, Cheetah Digital ensures that you can easily understand your customer, activate insights, and deliver a unique value exchange across all channels and touchpoints. Many of the world’s best brands trust Cheetah Digital to create personalized experiences and drive revenue throughout their marketing programs. For more information, visit www.cheetahdigital.com.

Overview: The state of the economy and its potential to impact a brand’s customer experience and customer loyalty efforts is a growing topic of conversation for brand members.
 
Loyalty360 is hearing from brands who feel their sales will remain strong, some with sales forecasts that look challenged, and many holding the status quo. This digital round table will allow brands to discuss what they see within their organization, their industry, what they forecast for the remainder of 2023, and how they plan to adapt, primarily via their customer loyalty program.
 
Key Discussion Topics: 

• How are individual brands looking at the economy?
  • How are sales forecasts looking within the organization?
  • Concern for inflation rising, staying the same, or decreasing?
• Changes in customer behavior?
  • Purchase behavior (different product purchase or frequency)
• How can customer loyalty programs (currency, rewards, content) impact behavior? 
  • Programs or promotions that are working to impact or influence behavior.
• Interest in new reward opportunities
  • Personalized rewards, experiences, content, or offers?
• Promotional opportunities afforded by the current economy and future projections.
  • What is working?
• How does the current economic state impact the customer loyalty program?
• How does the current micro/macro environment impact employee engagement, staffing levels, and hiring for the customer loyalty team?
• Impacts on program measurement/performance.

 
If there are additional topics you would like us to consider for subsequent meetings, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching economic uncertainty and impacts on or opportunity for customer loyalty strategies.
 

Overview: This meeting will focus on members’ experiences, concerns, and impacts of fraud and gaming within customer loyalty programs. Individuals who are running customer loyalty programs see increased manners and frequency of loyalty program fraud and internal/external gaming. During this meeting, members can share their insights, challenges, and opportunities for standard operating procedures, internal and external training, manners by which to limit impacts of fraud, and current or potential fraud prevention technology partners.
 
Key Discussion Topics: 

• What types of fraud (targeted attacks, fraudulent receipt uploads, etc.) are you seeing?
• Instances of fraud/program gaming associated within your program?
• How are brands preventing or monitoring certain types of fraud (Order returns (earn/burn/return), account takeovers, etc.)?
• Employee Fraud – what are brands seeing? Are there new efforts to address employee fraud/gaming?
• How should we as an industry be discussing fraud/gaming (payment/transaction fraud, other areas of concern)?

 
If there are additional topics you would like us to consider for subsequent meetings on Customer Loyalty Fraud/Gaming, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching loyalty program fraud/gaming within their organizations
 
This is a meeting follow-up from the discussion on 1/19: Loyalty360 Digital Roundtable: https://brandpanel.loyalty360.org/articles/loyalty360-digital-roundtable-customer-loyalty-fraud-gaming-1-19-23

Topic: How to communicate bad news to customer loyalty members!
 
Speaker / Session lead: John Sellers – SVP – Bank of America Rewards
 
Overview: In a rewards program, you have meet certain requirements. People move up the tiers on a consistent process (sometimes monthly), and then once a year they must check their status. These customers need to meet certain requirements on a yearly basis to keep their status. How do you manage the communication cadence, manage bad news, and potentially allow for exceptions. What are the tactics to communicate in this scenario, especially if they run a multi-tier program.
 
Topics:
 

• How to manage the verbiage / communication (Restore your balances to X and we will do Y)
• Do you address it or not?
  • Do you send them early warning signs to let them know?
  • Do you just communicate you achieve the lower tier?
  • Do some brands just not communicate they have “achieved the lower tier?”
• Cadence – how early and often are you are you talking to them to let them know they will not make the tier?

Overview: This meeting will focus on all aspects of the employee engagement/loyalty and the larger organizational impact on customer loyalty programs including, training, socialization, access to data sources, ability to participate in the program, and VoE. Employee engagement is an increasing focus for those with effective customer loyalty efforts and this forum will allow members to discuss what is working, what may not be working, and areas of opportunity to maximize employee engagement. 
 
Key Discussion Topics: 
 

• Opportunities to incorporate employee feedback into loyalty strategies (direct employee feedback and feedback from customers)
• Best ways to share feedback on loyalty efforts across all levels of the organization
• Continuing education/training on customer loyalty for front-line employees (frequency, measurement, training methods)
• Suggestions and best practices on how front-line employees can “sell” the program to potential members
• How to manage employee loyalty/engagement programs
• The challenges and opportunities of managing employee turnover

 
If there are additional topics you would like us to consider for subsequent meetings on Employee Engagement, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching Employee Engagement and Loyalty within their organizations
 
** Link to the previous meeting – Recording and notes can be found in the Brand Panel here: https://brandpanel.loyalty360.org/articles/loyalty360-digital-roundtable-employee-engagement-1-11-23

Overview: During this Digital Roundtable session, participating members will have the opportunity to bring forward their own topics, questions, and discussion trends for the group. Questions can be submitted to Loyalty360 before the session to help build the meeting agenda.
 
Key Discussion Topics Submitted from Brand Members:

• Loyalty program revamps and relaunches
• Best practices for mobile, web, and app experience design
• NFTs/Metaverse/Web3 – how are brands utilizing them and does it make sense for loyalty?
• Additional topics coming soon!

 
**If there are additional topics or questions you would like us to consider for this or subsequent meetings, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared for an open discussion with other Loyalty360 Brand Members on the topics above. Please feel free to suggest other topics or bring additional questions to the meeting on 3/2.

About Loyalty University:
Loyalty University features supplier member-led (virtual) workshops for brand members. As brands have shared a desire for continuing education opportunities, Loyalty University sessions will focus on customer loyalty trends and best practices, while allowing brand members to interact with presenters and other brands during a live presentation.
 
Session Title: Time for an Annual Brand Voice Checkup
 
The pandemic accelerated brands toward a new era of personalized service, products, and treatment that customers expect, even demand. This discussion, hosted by Loyalty360 and two creative leaders at The Lacek Group, will help you assess the effectiveness and consistency of your brand’s voice. Is your brand engaging its customers as individuals, meeting them where they are, and making them feel recognized and heard at every touch point?
 
Key takeaways:

• Glean insights from Lacek’s annual brand voice checkup, a time-tested process used for brand clients.
• Identify if your brand voice is effectively—and emotionally—connecting with your best customers right now.
• Learn the importance of being authentic, transparent, and human—and the value of getting back to the story that made your company successful.

 
Speakers: Amy Van Ert Vice, President, Creative Group Director and Shawn Sweeney, Creative Director, The Lacek Group
 
About The Lacek Group: For more than 25 years, The Lacek Group has built an enviable reputation for winning the hearts and minds of customers across multiple marketing channels using customer data to design, build and maintain loyalty and CRM programs for industry-leading clients. Data is at the core of everything we do. We know how to make it come alive. How to glean intelligence and drive business strategy from it. How to build amazingly effective promotions and programs around it. And how to get a true measure of its effectiveness. But we also understand and appreciate people – what motivates them, what makes them loyal, what they expect from brands and what those brands can do to demonstrate loyalty in return. That’s where our award-winning creative group comes into play.
 

Overview: Brand heath focuses on the measurement of how well a company delivers on its “brand promise”, inclusive of the product/service it offers and the perceived value and quality to customers. A healthy brand will deliver memorable, consistent, and differentiated customer experiences.
 
During this Digital Roundtable session, we’ll discuss members’ interest in or experience with brand/loyalty program health measurement, tracking, and best practices. 
 
Key Discussion Topics:

• Importance of measuring brand/loyalty program health
• Gathering customer feedback and insights on overall brand and loyalty efforts
• Brand/loyalty health tracking tools and monitoring
• Brand/loyalty health KPIs and metrics
• Uncovering opportunities and understanding what customers value

 
**If there are additional topics or questions you would like us to consider for this or subsequent meetings, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared for an open discussion with other Loyalty360 Brand Members on the topics above. Please feel free to suggest other topics or bring additional questions to the meeting on 3/22.

Overview: There is a growing interest in B2B customer loyalty programs and strategies, as are the number of members of Loyalty360 who are administering them. This meeting will serve as a forum for those in the industry to discuss challenges and opportunities unique to B2B customer loyalty, allowing others to learn and share in the discussion.
 
Key Discussion Topics: 

• Current or planned B2B programs – program structure and overview
• B2B vs. B2C programs – challenges and opportunities
• B2B program partnerships
• Driving awareness and engaging members

 
If there are additional topics you would like us to consider for subsequent meetings on B2B Customer Loyalty, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching B2B customer loyalty within their organizations

Overview: Many Loyalty360 members are considering adding, or have implemented, a premium, paid, or subscription offerings/tiers to their customer loyalty efforts. This meeting will allow a discussion of the challenges and opportunities pertaining to premium, subscription, and paid loyalty. 
 
Key Discussion Topics:
 

• Managing an existing loyalty program/strategy with a paid tier or subscription component
• Customer and member research – understanding if premium, paid, and/or subscription is right for your audience
• What members value and look for in paid loyalty programs
• Cost and pricing considerations for the program
• Tools and resources needed to implement a paid loyalty program

 
If there are additional topics you would like us to consider for subsequent meetings on paid or subscription loyalty, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching challenges and opportunities pertaining to subscription, premium, and or/paid loyalty strategies.

Overview: The state of the economy and its potential to impact a brand’s customer experience and customer loyalty efforts is a growing topic of conversation for brand members.
 
Loyalty360 is hearing from brands who feel their sales will remain strong, some with sales forecasts that look challenged, and many holding the status quo. This digital round table will allow brands to discuss what they see within their organization, their industry, what they forecast for the remainder of 2023, and how they plan to adapt, primarily via their customer loyalty program.
 
Key Discussion Topics: 

• How are individual brands looking at the economy?
  • How are sales forecasts looking within the organization?
  • Concern for inflation rising, staying the same, or decreasing?
• Changes in customer behavior?
  • Purchase behavior (different product purchase or frequency)
• How can customer loyalty programs (currency, rewards, content) impact behavior? 
  • Programs or promotions that are working to impact or influence behavior.
• Interest in new reward opportunities
  • Personalized rewards, experiences, content, or offers?
• Promotional opportunities afforded by the current economy and future projections.
  • What is working?
• How does the current economic state impact the customer loyalty program?
• How does the current micro/macro environment impact employee engagement, staffing levels, and hiring for the customer loyalty team?
• Impacts on program measurement/performance.

 
If there are additional topics you would like us to consider for subsequent meetings, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching economic uncertainty and impacts on or opportunity for customer loyalty strategies.

Overview: There is a growing interest in brand-to-brand partnerships as a valuable resource for customer loyalty programs, especially as brands looks to differentiate themselves and bring additional value to their members in unique ways. During this meeting, we will discuss the opportunity for brand partnerships, best practices, challenges, and ways to market these relationships.  
 
Key Discussion Topics: 

• Do brand partnerships have an increased focus within your program?

• Success stories/advice for other brands?

• Managing partnerships and loyalty programs/customer experience

• Promoting and marketing partnerships

• Partnership challenges and opportunities

• Setting up new partnerships/partnership network

• Managing expectations and alignment

 
If there are additional topics you would like us to consider for subsequent meetings on brand partnerships, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching brand partnerships as part of their customer loyalty efforts.

Overview: At a high level, this meeting will focus on new and innovative technologies brands have launched or are looking to add to their customer loyalty strategies. Meeting topics will cover how Loyalty360 members are looking at emerging/innovative technologies focused on data management, experiences, personalization, digital currency, cryptocurrency, NFTs, etc. to differentiate their loyalty programs/strategies.  
 
Key Discussion Topics: 

• Types of new and emerging technologies brands would like to know more about
• Planned technology enhancements for 2023
• New technologies launched/introduced over the last 12 months
• Challenges and opportunities with new technologies
• What are program members asking for?

 
If there are additional topics you would like us to consider for subsequent meetings on new and emerging technologies, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching new and emerging technologies that can support or enhance their customer loyalty efforts.
 
This is a meeting follow-up from the discussion from February 2022: Loyalty360 Digital Roundtable: https://brandpanel.loyalty360.org/articles/loyalty360-digital-roundtable-innovative-reward-offerings-%e2%80%93-2-8-22

Overview: There is a growing interest in emotional loyalty and how brands can build successful customer loyalty/engagement efforts to build emotional connections with members. This meeting will serve as a forum for Loyalty360 members to discuss challenges and opportunities pertaining to emotional loyalty, understand how others define emotional loyalty, and approaches to creating and sustaining emotional connections with customers. 
 
Key Discussion Topics: 

• Challenges of Emotional Loyalty
• Defining Emotional Loyalty
• Measurement and Data Points
• Defined or Understood Stages of Emotional Loyalty
• Traits of Brands w/ Large Amounts of Emotional Loyalists
• Driving Emotional Loyalty in an era of increased Privacy and customer expectations.

 
If there are additional topics you would like us to consider for subsequent meetings, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.   

** Members should come prepared to talk about what they are seeing/how they are approaching emotional loyalty within their organizations
 
This is a meeting follow-up from the discussion on 12/7: Loyalty360 Digital Roundtable: https://brandpanel.loyalty360.org/articles/loyalty360-digital-roundtable-emotional-loyalty-12-07-22 

Overview: Personalization, Segmentation and Cadence Management are important considerations for customer loyalty programs. Effective Customer Loyalty Programs are predicated on effective personalization strategies that create an effective engagement paradigm for the program early and adapt throughout the lifecycle of the customer and program thru promotional campaigns, operative data driven segmentation and appropriate engagement thru measurable cadence management, listening and response process, all while being to do it at scale with limited resources and potential challenged around technology integration.
 
Key Discussion Topics: 

• Personalization Technologies - Platforms members are using or considering
  • AI/Machine Learning
  • Personalized Video
  • Personalized Rewards, Experiences, and Offer Management
  • Personalized Content/Communication
• How brands are looking at segmentation to drive personalization
• Integration challenges or opportunities (Internal or External IT constraints)
• Measurement: Cost/Profitability/ROI

 
 
If there are additional topics you would like us to consider for subsequent meetings on personalization, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching Personalization within their organizations
 
** Link to the previous meeting – Recording and notes can be found in the Brand Panel here
 

About Loyalty University:
Loyalty University features supplier member-led (virtual) workshops for brand members. As brands have shared a desire for continuing education opportunities, Loyalty University sessions will focus on customer loyalty trends and best practices, while allowing brand members to interact with presenters and other brands during a live presentation.
 
Session Title: Leveraging the Right Engagement Strategies to Keep Customers Coming Back
To have a truly impactful customer loyalty strategy, brands understand that effectively onboarding and continually engaging customers is crucial to success. However, these engagements have to go beyond mass email campaigns, irrelevant offers, and messaging that will cause customers to tune out. And once they’re gone – they might be gone forever.
 
So how can brands get it right from the start to foster long-term loyalty with their biggest fans? When strategy, technology, and data come together, brands can gradually learn more about their customers and preferences with personalized rewards, content, and communications, providing value for everyone.
 
During this Loyalty University session, Tenerity will share best practices and case studies on how marketers can:
 

• Deliver more value for members through personalized offers, content, and discounts
• Increase engagement with relevant rewards to reduce churn
• Evolve from a transaction-based model towards emotional engagement

 
Speakers: Aidan Lundy, Global Head of Connect Account Management and MD UK, and Eileen Peacock, VP Global Strategic Partnerships, Tenerity
 
About Tenerity: Tenerity provides global clients with intelligent engagement solutions that give customers reasons to connect with a brand, attracting them daily with compelling offers, and not just when they are transacting with a product or service. Tenerity’s multi-layered intelligence structures data to inform both content and context to make offers meaningful and effectively personalize at scale. This results in highly curated, individualized marketing offers and immersive customer experiences. Based in Stamford, Conn., Tenerity operates in 18 countries and our 1400 associates work with more than 2000 clients. For more information, visit http://www.tenerity.com.

Overview: There is a growing interest in how to use co-brand and Private Label Credit Cards (PLCC) most effectively within customer experience and customer loyalty efforts. Many brands would like to understand how to create more engagement, enhance their offerings, and integrate credit card benefits/rewards into their customer loyalty efforts.
 
Key Discussion Topics: 

• Successful cardholder promotion structures and rewards 
• Where are brands seeing success with deepening card member penetration? 
• Other benefits - If members can use outside the store, what are the benefits? 
• Credit Card behavior and trends with members 
• Marketing and promoting credit card benefits

 
If there are additional topics you would like us to consider for subsequent meetings on credit card programs/rewards and customer loyalty, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.   

** Members should come prepared to talk about what they are seeing/how they are approaching challenges and opportunities pertaining to PLCC and Co-Brand credit cards.
 
This is a meeting follow-up from the discussion on 9/1/22: Loyalty360 Digital Roundtable: https://brandpanel.loyalty360.org/articles/loyalty360-digital-roundtable-co-brand-private-label-credit-card-discussion-%e2%80%93-9-1-22  

The world is inundated with loyalty programs. That means LOTS of data. How do you know if your program is doing well? How can you identify program strengths as well as areas for remediation and enhancement?

Most marketers are measuring loyalty solely with retention metrics, unfairly boiling loyalty down into a purely transactional relationship with their customers. Loyalty, however, is much more than that. Make sure you’re accurately tracking both behavioral and emotional metrics.

During this Loyalty University session, Brierley’s Chief Consulting Officer, Don Smith, walks through the most important KPIs your company needs to be measuring right now for a holistic understanding of customer loyalty and program health. The session is comprised of 4 parts:

•    Scorecard & Benchmark: The most common program metrics are reviewed and contextualized by high-level benchmarks
•    Interrogate the Usual Suspects: Lessons for going deeper with the most common behavioral metrics in loyalty and engagement analytics
•    Frame & Score Engagement: for each communications channel, develop simple segments and tracking heuristics
•    Go From NPS To Authentic Emotion: Develop a simple VOC batter of measures to tap/track rational and emotional loyalty to brand/program

Speaker: Don Smith, Chief Consulting Officer, Brierley

Loyalty360 Lunch and Learn: Digital Roundtable where a Loyalty360 brand member will discuss its customer loyalty efforts to educate members on the vision, direction, and opportunities/challenges they face within the program.
 
Presenting Brand: Bloomin Brands (parent company for Outback Steakhouse, Carrabba's Italian Grill, Bonefish Grill, Fleming's Prime Steakhouse & Wine Bar)
 
Title: Building Differentiation & Engagement for New Loyalty Programs
 
Description: The Dine Rewards Loyalty program, serving restaurant brands including Outback Steakhouse, Carrabba's Italian Grill, Bonefish Grill and Fleming's Prime Steakhouse & Wine Bar, just underwent its biggest change since launching several years ago. In March of 2022, the program went from a visits-based system to a points-based offering. 
 
Now that the key program mechanics are live, join the Bloomin' Brands team for an interactive session as they walk through ideas to differentiate their program and build engagement in a low-tech, low barrier way. The first 20 minutes will be a presentation of their program, consumer and ideas. The last 10 minutes will be reserved for candid feedback on their ideas and any relevant experience with these kinds of activations. 

Overview: This meeting will focus on members’ experiences, concerns, and impacts of fraud and gaming within customer loyalty programs. Individuals who are running customer loyalty programs see increased manners and frequency of loyalty program fraud and internal/external gaming. During this meeting, members can share their insights, challenges, and opportunities for standard operating procedures, internal and external training, manners by which to limit impacts of fraud, and current or potential fraud prevention technology partners.
 
Key Discussion Topics: 

• What types of fraud (attack vectors, spam fake reviews, targeted attacks, etc.) are you seeing? 
• Instances of fraud/program gaming associated within your program?
• What technologies or process are you using to identify fraud/employee gaming issues?  
• Fraudster concerns: Account takeover, Point Usage, Returns, Reward re-use.
• Employee Fraud – what are brands seeing? Are there new efforts to address employee fraud/gaming? 
• How should we as an industry be discussing fraud/gaming (payment/transaction fraud, other areas of concern)? 

 
If there are additional topics you would like us to consider for subsequent meetings on Customer Loyalty Fraud/Gaming, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.   

** Members should come prepared to talk about what they are seeing/how they are approaching loyalty program fraud/gaming within their organizations
 
This is a meeting follow-up from the discussion on 7/21: Loyalty360 Digital Roundtable: https://brandpanel.loyalty360.org/articles/loyalty360-digital-roundtable-fraud-and-gaming-%e2%80%93-7-21-22

This is a meeting follow-up from the discussion on 11/9: Loyalty360 Digital Roundtable: Employee Engagement
 
Overview: This meeting will focus on all aspects of the employee engagement/loyalty and the larger organizational impact on customer loyalty programs including, training, socialization, access to data sources, ability to participate in the program, and VoE. Employee engagement is an increasing focus for those with effective customer loyalty efforts and this forum will allow members to discuss what is working, what may not be working, and areas of opportunity to maximize employee engagement. 
 
Key Discussion Topics: 
 

• Socializing and educating employees on the loyalty program
  • Training to “sell” the program to customers
• Opportunities pertaining training employees past initial onboarding, frequency, and how to measure efficacy
  • With what frequency are members conducting training regarding the customer loyalty program and its importance/impacts
• What is working regarding employee training (gamification, rewards, measurement)
• VoE – how are brands soliciting/acquiring employee feedback on the program – and potentially feedback those employees receive from customers.
• How to manage employee loyalty/engagement programs.
• The challenges and opportunities of managing employee turnover

 
If there are additional topics you would like us to consider for subsequent meetings on Employee Engagement, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching Employee Engagement and Loyalty within their organizations
 

It’s predicted that in the next 3 years, 82% of businesses plan to double down on loyalty investment, and 7 out of 10 companies plan on revamping their loyalty programs. Based on this research, it’s clear that a focus on customer loyalty is at the top of the priority list for most marketers.

For marketers, the question is how to achieve this, as future loyalty programs need to provide answers for potential economic pressures, rising customer expectations, and find balance in providing value to customers and brands.

During this Loyalty University session, presented by Antavo, attendees will learn:

• The latest predictions for customer loyalty strategies and marketers based on Antavo’s recent global research study 
• Loyalty and customer experience trends to look out for in 2023
• Key budgeting and ROI benchmarks as marketers plan future loyalty investments 

Speaker: Zsuzsa Kecmar, CMO and Co-Founder, Antavo

About Antavo: Antavo is a pure-play loyalty technology provider that builds comprehensive loyalty programs to foster emotional loyalty and change customer behavior for brands, retailers, and shopping malls. With a scalable and holistic loyalty logic, Antavo supports the marketing strategy of omnichannel and e-commerce companies, and delivers a next-level shopping experiences. Antavo empowers clients like BMW, KFC, Lagardere, Kathmandu, Benetton Group, Telarus, Luisaviaroma, the N Brown Group and BrewDog. For more information, visit antavo.com.

This is a meeting follow-up from the discussion on 11/16: Loyalty360 Digital Roundtable: Preference Centers and Privacy
 
Overview: As brands continue to improve their personalization efforts and find new ways to better understand their customers, preference centers and management have been of interest to brand members. While many brands may have some form of a “preference center,” many are part of the brand’s larger marketing strategy, and may be relatively simple, focusing on email cadence or allowing customers to opt into SMS campaigns.
 
Is there a way for brands to go beyond simple forms of preference management to better understand customers and their preferences to enhance personalization efforts? 
 
Key Discussion Topics: 

• What customer data can or should be managed through preference centers?
• Review 2022 Loyalty360 Brand Member research on Preference Centers. (link to questionnaire)
• How much of the preference center data can you leverage?
• Householding Opportunities: How to potentially manage different profiles within a household
  • How to serve up experiences to different household members
  • How to identify the individual users and their respective preferences and market to them accordingly

If there are additional topics you would like us to consider for subsequent preference management and personalization meeting, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk about what they are seeing/how they are approaching Customer Preference Management and Personalization within their organizations
 
** Link to the previous meeting – Recording and notes can be found in the Brand Panel here
 

Since it launched in 2007, the Scene+ program has been radically transformed… from a movies-focused program to an entertainment program to a lifestyle-focused customer engagement platform. Scene+ has members in more than 50% of Canadian households and is growing fast. Originally a partnership between Cineplex and Scotiabank, Scene+ has welcomed Empire as a third co-owner and now includes a wide range of program benefits and partners.
 
Scene+’s transformation was preceded by a conscious change in thinking about the program’s brand, vision, structure, and potential. And as it has evolved, Scene+ is changing the loyalty landscape in Canada for members, owners, and partners.
 
During this lunch and learn, Matthew Seagrim, SVP for Scene+, will reflect on 4 fundamental elements that created the momentum necessary to successfully transform.
 
Key Takeaways:

• By building the emotional core of your program's brand, you can differentiate the program in the eyes of your members and partners... and your team
• Transformation requires complete commitment to a vision and removal of friction that can impede your journey
• By changing how you think about your loyalty program or customer engagement strategy, you can dramatically increase its momentum

This meeting is a follow-up from the discussion on 9/7: Loyalty360 Digital Roundtable: Emotional Loyalty
 
Overview: There is a growing interest in emotional loyalty and how brands can build successful customer loyalty/engagement efforts to build emotional connections with members. This meeting will serve as a forum for Loyalty360 members to discuss challenges and opportunities pertaining to emotional loyalty, understand how others define emotional loyalty, and approaches to creating and sustaining emotional connections with customers. 
 
 Key Discussion Topics:  

• Current challenges of Emotional Loyalty within your organization
• Measurement and data points for Emotional Loyalty
• Driving Emotional Loyalty in an era of increased privacy regulations and customer expectations.

If there are additional topics you would like us to consider for subsequent emotional loyalty management meetings, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
**Members should come prepared to talk about what they are seeing/how they are approaching Emotional Loyalty within their organizations
 
** Link to the previous meeting – Recording and notes can be found in the Brand Panel here

This meeting is a follow-up from the discussion on 10/4: Loyalty360 Digital Roundtable: Personalization, Segmentation & Cadence Management
 
Overview: Personalization, Segmentation and Cadence Management are important considerations for customer loyalty programs. Effective Customer Loyalty Programs are predicated on effective personalization strategies that create an effective engagement paradigm for the program early and adapt throughout the lifecycle of the customer and program through promotional campaigns, operative data driven segmentation and appropriate engagement thru measurable cadence management, listening and response process, all while being to do it at scale with limited resources and potential challenged around technology integration.
 
Key Discussion Topics:

• Personalization Technologies - Platforms members are using or considering
  • Personalized Video
  • Personalized Rewards, Experiences, and Offer Management
• How brands are looking at segmentation to drive personalization
  • Internal or External Models
• Measurement: Cost/Profitability/ROI
  • Build versus Buy
  • Socialization Efforts 

If there are additional topics you would like us to consider for subsequent Digital Roundtable – Personalization, Segmentation & Cadence Management meetings, please let Carly (carlystemmer@loyalty360.org) or Mark (markjohnson@loyalty360.org) know.
 
** Members should come prepared to talk what they are seeing/ how they are approaching personalization, segmentation, and cadence management within their organizations
 
** Link to the previous meeting – Recording and notes can be found in the Brand Panel here

At a high level, this meeting will focus on all aspects of the employee engagement/loyalty and the larger organizational impact on customer loyalty programs including, training, socialization, access to data sources, ability to participate in the program, and VoE. Employee engagement is an increasing focus for those with effective customer loyalty efforts and this forum will allow members to discuss what is working, what may not be working, and areas of opportunity to maximize employee engagement. 

Topics will Include:

• Formal employee engagement strategies or processes
• Employee training and socialization of the program, updates, etc.
• Employee participation in loyalty programs
• Data access and management
• VoE – feedback processes?
• Employee engagement and CSR
•  Managing employee turnover/new employee training
• Need for new training based on new customer expectations

 

 

Date: November 3 @ 11am ET
Loyalty360 Brand Member Roundtable – Co-Brand/Private Label Credit Card

There is a growing interest in how to use co-brand and Private Label Credit Cards (PLCC) most effectively within customer experience and customer loyalty efforts. Many brands currently have offerings from banks / issuer, and for those who do they are looking for a manner to create more engagement, enhance the offering and integrate into their customer loyalty efforts.

This B-Monthly meeting will serve as a forum for Loyalty360 members to discuss challenges and opportunities pertaining to PLCC and Co-Brand credit cards.

Topics will include:

• Successful cardholder promotion structures
•  Ensuring the card is used by cardholders on your website / booking platform
• Primary Card Value Proposition.
• Where are brands seeing success is deepening card member penetration.
•  Spend benefits, if they can use outside the store, what are the benefits that you are seeing.
• Behaviors you are seeing with credit-card?
•  Value of credit in the landscape.
• Value of securing marketing placement and benefits that resonate.
•  Understand what brands are using which issuers & their perspectives on those issuers.

Personalization, Segmentation and Cadence Management are important considerations for customer loyalty programs. Effective Customer Loyalty Programs are predicated on effective personalization strategies that create an effective engagement paradigm for the program early and adapt throughout the lifecycle of the customer and program thru promotional campaigns, operative data driven segmentation and appropriate engagement thru measurable cadence management, listening and response process, all while being to do it at scale with limited resources and potential challenged around technology integration.

Topics Include:

• Personalization Technologies - Platforms Members are using or considering
  • AI/Machine Learning
  • Personalized Video
  • Personalized Rewards, Experiences, and Offer Management
  • Personalized Content/Communication
• How brands are looking at segmentation to drive personalization
  • Internal or External models
• Integration challenges or opportunities (Internal or External IT constraints)
  • Lessons learned?
• Measurement: Cost/Profitability/ROI
  • Build versus Buy
  • Socialization Efforts 
• Technologies Considered
• Questions for other members

At a high level, this meeting will focus on all aspects of the employee engagement/loyalty and the larger organizational impact on customer loyalty programs including, training, socialization, access to data sources, ability to participate in the program, and VoE. Employee engagement is an increasing focus for those with effective customer loyalty efforts and this forum will allow members to discuss what is working, what may not be working, and areas of opportunity to maximize employee engagement. 

Topics Include:

• Formal employee engagement strategies or processes
• Employee training and socialization of the program, updates, etc.
• Employee participation in loyalty programs
• Data access and management
• VoE – feedback processes?
• Employee engagement and CSR
• Managing employee turnover/new employee training
• Need for new training based on new customer expectations

There is a growing interest in how to use co-brand and Private Label Credit Cards (PLCC) most effectively within customer experience and customer loyalty efforts. Many brands currently have offerings from banks/issuer, and for those who do they are looking for a manner to create more engagement, enhance the offering and integrate into their customer loyalty efforts.

Topics Include: 

• Successful cardholder promotion structures
• Ensuring the card is used by cardholders on your website / booking platform
• Primary Card Value Proposition.
• Where are brands seeing success is deepening card member penetration.
• Spend benefits, if they can use outside the store, what are the benefits that you are seeing.
• Behaviors you are seeing with credit-card?
• Value of credit in the landscape.
• Value of securing marketing placement and benefits that resonate.
• Understand what brands are using which issuers & their perspectives on those issuers

Personalization, Segmentation and Cadence Management are important considerations for customer loyalty programs. Effective Customer Loyalty Programs are predicated on effective personalization strategies that create an effective engagement paradigm for the program early and adapt throughout the lifecycle of the customer and program thru promotional campaigns, operative data driven segmentation and appropriate engagement thru measurable cadence management, listening and response process, all while being to do it at scale with limited resources and potential challenged around technology integration.

Topics to include:

• Personalization Technologies - Platforms Members are using or considering
  • AI/Machine Learning
  • Personalized Video
  • Personalized Rewards, Experiences, and Offer Management
  • Personalized Content/Communication
• How brands are looking at segmentation to drive personalization
  • Internal or External models
• Integration challenges or opportunities (Internal or External IT constraints)
  • Lessons learned?
• Measurement: Cost/Profitability/ROI
  • Build versus Buy
  • Socialization Efforts 
• Technologies Considered

Loyalty360 Brand Member Roundtable – Customer Loyalty Fraud and Gaming

A discussion regarding what members are seeing pertaining to fraud and gaming in their customer loyalty programs. Individuals who are running customer loyalty programs are seeing increased manners and frequency of loyalty program fraud and internal/external gaming. This will discuss the challenges, opportunities and need for standard operating procedures, internal and external training, manners by which to limit brand impact, and the need for more insight from technology provider who power customer loyalty program/strategies. This meeting will serve as secure and open forum to discuss these impacts.

Topics Include:
•Instances of fraud/program gaming associated within your program?
•Employee access to loyalty program benefits and reporting
•Concerns with employee/internal fraud and gaming?
•How should we as an industry be discussing fraud/gaming (payment/transaction fraud, other areas of concern?)
•Internal processes/checks and balances such as training, SOPs and other internal processes to identify or limit fraud? What is working or not working?
•What technologies or process are you using to identify fraud? What is working or not working?
•What types of fraud (attack vectors, CSA’s, targeted takeovers, spam/fake reviews, targeted attacks) are you seeing?

At a high level, this meeting will focus on all aspects of the employee engagement/loyalty and the larger organizational impact on customer loyalty programs including, training, socialization, access to data sources, ability to participate in the program, and VoE. Employee engagement is an increasing focus for those with effective customer loyalty efforts and this forum will allow members to discuss what is working, what may not be working, and areas of opportunity to maximize employee engagement.

Topics Include:
•Engaging employees – changes during 2022
•Formal Employee Training and Program Socialization/Updates
•Employee participation in loyalty programs/VoE processes
•Data access and management
•Employee-Focus and CSR
•Measuring Employee Engagement
•Changes in Focus/Training Based of Customer Expectations

Personalization, Segmentation and Cadence Management are important considerations for customer loyalty programs. Effective Customer Loyalty Programs are predicated on effective personalization strategies that create an effective engagement paradigm for the program early and adapt throughout the lifecycle of the customer and program thru promotional campaigns, operative data driven segmentation and appropriate engagement thru measurable cadence management, listening and response process, all while being to do it at scale with limited resources and potential challenged around technology integration.

Topics Include:
•Ability to offer unique communications, rewards, offers based on members’ interests
•Personalization Technologies
•The challenge/opportunity to leverage preference centers
•Interest in device-level personalization and single sign-on
•Understanding and balancing privacy
•An interest in emotional loyalty
•The challenge of how much to communicate to customers
•Need for the right technology that works with current technology stacks

There is a growing interest in emotional loyalty and how brands can build successful customer loyalty/engagement efforts to build emotional connections with members. This meeting will serve as a forum for Loyalty360 members to discuss challenges and opportunities pertaining to emotional loyalty, understand how others define emotional loyalty, and approaches to creating and sustaining emotional connections with customers. 

Topics Include: 
•Challenges of Emotional Loyalty
•Defining Emotional Loyalty
•Measurement and Data Points
•Defined or Understood Stages of Emotional Loyalty
•Traits of Brands w/ Large Amounts of Emotional Loyalists
•Driving Emotional Loyalty in an era of increased Privacy and customer expectations.

A discussion regarding what members are seeing pertaining to fraud and gaming in their customer loyalty programs. Individuals who are running customer loyalty programs are seeing increased manners and frequency of loyalty program fraud and internal/external gaming. This will discuss the challenges, opportunities and need for standard operating procedures, internal and external training, manners by which to limit brand impact, and the need for more insight from technology provider who power customer loyalty program/strategies. This meeting will serve as secure and open forum to discuss these impacts.

Topics Include:
•Updates from members on last meeting regarding instances of fraud
•New participants - Instances of fraud and gaming with loyalty programs @ your brand?
•What types of fraud have you seen/what are you focusing on?
•How are brands measuring the impacts of loyalty fraud/program gaming? What metrics does your brand consider? 
•Current support from customer loyalty providers regarding fraud (tech and strategy)?
•Suggestions for fraud-focused technologies/platforms?
•Employee involvement in the loyalty program – how to encourage participation but limit internal abuse

At a high level, this meeting will focus on all aspects of the employee engagement/loyalty and the larger organizational impact on customer loyalty programs including, training, socialization, access to data sources, ability to participate in the program, and VoE. Employee engagement is an increasing focus for those with effective customer loyalty efforts and this forum will allow members to discuss what is working, what may not be working, and areas of opportunity to maximize employee engagement. 

Topics Include:
•Formal Employee Training and Program Socialization/Updates
•Employee participation in loyalty programs/VoE processes
•Data access and management
•Employee-Focus and CSR
•Measuring Employee Engagement
•Changes in Focus/Training Based of Customer Expectations

Meeting for members of Loyatly360 to discuss the need for a set of standard customer loyalty financial and performance metrics. There is interest in forming a working group thru which to discuss how to work toward industry focused metrics for better measurement and benchmarking. Brands who have an additional interest are welcome. 

Topics Include:
•Pricing changes witnessed during covid?
•Metrics Being Used:
•Calculating program cost(s) and cost allocation?
•Metrics used in determining program ROI
•Program reporting/sharing metrics
•Program Expenses
•External provider cost structures

Personalization, Segmentation and Cadence Management are important considerations for customer loyalty programs. Effective Customer Loyalty Programs are predicated on effective personalization strategies that create an effective engagement paradigm for the program early and adapt throughout the lifecycle of the customer and program thru promotional campaigns, operative data driven segmentation and appropriate engagement thru measurable cadence management, listening and response process, all while being to do it at scale with limited resources and potential challenged around technology integration.

This meeting will serve as a forum for those in the industry to discuss which technologies they are using to manage their personalization strategies, how they sold in the need to new / updated personalization platforms

Topics Include:
•Need for tiers and the ability to offer unique (more expensive) experiences to drive behaviors based on the unique interest and value of that group
•The challenge/opportunity to leverage preference centers
•Interest in device-level personalization and single sign on
•The huge challenge of Apple MPP
•Understanding and balancing privacy
•An interest in emotional loyalty
•The challenge of how much to communicate to customers
•Need for the right technology that works with current technology stacks

At a high level, this meeting will focus on the broader discussion around the various (and growing) state and international privacy regulations and their impact on customer loyalty, customer experience and incentive/reward programs. Several members of Loyalty360 have asked to have this meeting due to the recent California DOJ notices of alleged non-compliance.

Topics Include:
•How have CCPA/GDPR impacted your customer loyalty program/strategy?
•Non-Compliance Notices (January) – reaction and approach?
•Addressing new loyalty enrollment terms and conditions
•Other approaches for addressing CCPA/GDPR requirements?
•Other legislation reactions/protocols

B2B customer loyalty programs are growing impact and interest, as is the number of members of Loyalty360 who are administering them. This meeting will serve as a forum for those in the industry to discuss challenges and opportunities unique to B2B/Channel Programs and to allow others to learn and share in the discussion.

Topics Include:
·Current or planned B2B programs – program structure/membership overview
·B2B vs. B2C programs
·B2B program challenges and opportunities
·Partnerships in B2B programs
·Driving awareness and engaging members

This meeting will focus on how brands, members of Loyalty360, are looking at the fluid state of privacy regulations (domestic and international) and how they are managing internal and external stakeholders. What are the opportunities and challenges with their approach, and what are other brands seeing in regard to their approach in an effort to exchange best practices which allows others to learn/share in the discussion.

Topics Include:
•How have CCPA/GDPR impacted your customer loyalty program/strategy?
•Non-Compliance Notices (January) – reaction and approach?
•Addressing new loyalty enrollment terms and conditions
•Other approaches for addressing CCPA/GDPR requirements?
•Other legislation reactions/protocols

Meeting Outline:
•New Introductions/Updates
•Technical Questions and Discussions
•Integrations, APIs, Iframes
•Roadmaps and Collaboration
•Oracle/Crowdtwist Addressing UX

There is a growing interest in emotional loyalty. This digital roundtable will discuss the challenge and opportunities pertaining to emotional loyalty from the perspective of the members of Loyalty360. It was one of the three areas of focus of the 2021 Loyalty Expo. This meeting will serve as a forum for those in the industry to discuss challenges and opportunities pertaining to emotional loyalty, to allow others to learn/share in the discussion. Those who were at the Loyalty Expo should have an early foundation.

•Challenges of Emotional Loyalty
•Defining Emotional Loyalty
•Measurement and Data Points
•Defined or Understood Stages of Emotional Loyalty
•Traits of Brands w/ Large Amounts of Emotional Loyalists
•Driving Emotional Loyalty in an era of increased Privacy and customer expectations.

This meeting will focus on how brands, members of Loyalty360, are looking at the fluid state of privacy regulations (domestic and international) and how they are managing internal and external stakeholders. What are the opportunities and challenges with their approach, and what are other brands seeing in regard to their approach in an effort to exchange best practices which allows others to learn/share in the discussion.

Topics Include:
•How has CCPA/GDPR impacted your customer loyalty program/strategy?
•Non-Compliance notice sent January 28 – reaction and approach?
•Addressing new loyalty enrollment terms and conditions
•Other approaches for addressing CCPA/GDPR requirements?
•Other legislation reactions/protocols

At a high level, this meeting will focus on all aspects of the employee engagement/loyalty and the larger organizational impact on customer loyalty programs including, training, socialization, access to data sources, ability to participate in the program, and VoE. Employee engagement is an increasing focus for those with effective customer loyalty efforts and this forum will allow members to discuss what is working, what may not be working, and areas of opportunity to maximize employee engagement. 

Topics Include:
•Engaging employees – changes during COVID
•Formal Employee Training and Program Socialization/Updates
•Employee participation in loyalty programs/VoE processes
•Data access and management
•Employee-Focus and CSR
•Measuring Employee Engagement
•Changes in Focus/Training Based of Customer Expectations

Meeting Outline:

•Introductions
•Current program and scope of work with Crowdtwist/Oracle
•Pros/cons of current platform and service agreement
•Implementation issues and opportunities
•Future development plans
•Partnerships/integrations
•Recommendations for other Crowdtwist/Oracle clients

A discussion regarding what members are seeing pertaining to fraud and gaming in their customer loyalty programs. Individuals who are running customer loyalty programs are seeing increased manners and frequency of loyalty program fraud and internal/external gaming. This will discuss the challenges, opportunities and need for standard operating procedures, internal and external training, manners by which to limit brand impact, and the need for more insight from technology provider who power customer loyalty program/strategies. This meeting will serve as secure and open forum to discuss these impacts. 

Topics Include:
•Updates from members on last meeting regarding Instances of fraud.
•New participants - Instances of fraud and gaming with loyalty programs @ your brand?
•How to discuss fraud and how to measure/what metrics to consider? How are brands measuring the impacts?
•Current support from customer loyalty providers regarding fraud?
•Suggestions for fraud-focused technologies/platforms?
•Employee involvement in the loyalty program – how to encourage participation but limit internal abuse.
•What types of fraud have you seen/what are you focusing on?

  

During the last digital roundtable on personalization (November 23, 2021), the impact of Apple’s Mail Privacy Protection program was brought up, and several brands have asked for a member meeting to discuss.
 
Apple introduced its Mail Privacy Protection (MPP) program in June of this year. The rollout of iOS 15 gives consumers more privacy protections over their personal data, yet it has impacted customer loyalty programs significantly.
 
Discussion Topics:

1. What are brands seeing regarding MPP?
2. Challenges brands are having with MPP
   1. Data issues (Lack of Geolocational Data, IP/device tracking, and in email data points)
   2. Impact on program metrics (False positive open rates – leading to much higher open rates)
   3. Data Center impacts (all emails being opened at once – overloading servers)
   4. Other personalization efforts
3. How are brands adjusting customer loyalty efforts – or how do they plan to change?
   1. Redesign email and contents of email
   2. Use new email metrics/create new baselines
4. Questions for other members on the call

This Digital Roundtable will focus on Customer Loyalty for 2022. A few members have asked for a quick touch base meeting to discuss a few key trends discussed during October's Loyalty Expo: 

1. The rise of personalization and best practices/how to
2. The increase of partnerships and getting internal/external buy in within organizations
3. The challenge of Metrics & KPI’s

Brands understand that there is no “set it and forget it” in customer loyalty. As technology and customer expectations quickly evolve, marketers are faced with several challenges when it comes to regularly optimizing their customer loyalty programs and strategies to stay relevant and stand out from competitors. During this small-sided meeting, our discussion topics will focus on how brands monitor, manage, and optimize their customer loyalty strategies and programs.
 
Discussion Topics:

• How are brands measuring and defining loyalty program/strategy success?
• Best practices on KPIs brands are using – or what KPIs would you like to use?
• Establishing a customer focus – capturing and actioning on customer feedback 
• What technologies have worked/what technologies does your brand have an interest in?
• How does your brand stay in touch/communicate with customers to keep them engaged?
• Recent or planned enhancements to your brand’s personalization efforts?
• How does your brand keep your loyalty program/strategy “fresh”?

Personalization, Segmentation and Cadence Management are important considerations for customer loyalty programs. Effective Customer Loyalty Programs are predicated on effective personalization strategies that create an effective engagement paradigm for the program early and adapt throughout the lifecycle of the customer and program through promotional campaigns, operative data driven segmentation and appropriate engagement through measurable cadence management, listening and response process, all while being to do it at scale with limited resources and potential challenged around technology integration.
 
This meeting will serve as a forum for those in the industry to discuss which technologies they are using to manage their personalization strategies and how they sold in the need to new/updated personalization platforms. If they have a platform up and running, or are looking at doing a POC, who they are considering/who they chose for the respective platforms and what they are seeing, how they are measuring, what the potential is for personalization with their team.
 
** Members of Loyalty360 should come prepared to talk about their current status regarding personalization, what technologies they are considering and offer feedback on other members approaches **
 
Topics to include:

1. Personalization Technologies/Platforms Used/Considered
   1. AI/Machine Learning
   2. Personalized Video
   3. Personalized Rewards/Experiences/Offer Management
   4. Personalized Content/Communication
2. How brands are looking at Segmentation to drive personalized
   1. Internal or External models
3. Integration challenges and opportunities (Internal or External IT constraints)
   1. Lessons learned?
4. Measurement: Cost/Profitability/ROI
   1. Build versus Buy
   2. Socialization Efforts 
5. Technologies Considered
6. Questions for other members

Emerging Technology considerations for customer loyalty programs. This meeting will serve as a forum for those in the industry to discuss which new emerging technologies they have an interest in, if they have a platform up and running, or looking at doing a POC, who they are considering/who they chose for the respective platforms and what they are seeing.
 
** Members of Loyalty360 should come prepared to talk about the different platforms, or technologies they are considering and offer feedback on the platforms they are using or considering using). This is a large list; we may remove a few categories based on feedback from the community **
 
Topics to include:

1. Personalization platforms
2. Artificial Intelligence/Machine Learning
3. Personalized Video
4. Fraud/Gaming Solutions
5. Geolocation/Proximity - Location Based
6. Experiences/Personalized Rewards
7. Gamification Platforms
8. Community Platforms
9. Currency (Blockchain, Cryptocurrency, NFT’s)
10. Partnership programs
11. AR/VR

Members of Loyatly360 have asked to hold a small-sided meeting to discuss the challenges and opportunities they have about their customer loyalty programs, what new technologies/features they may be looking for, are interested in. Many are looking for new solutions, from short term agencies to long term technology replacement. They are having challenges discerning what different partners can do to help their customer loyalty processes. 
 
Members will be able to share their perspectives on what they are looking for and discuss their supplier partners (what they like/would like to see), what technologies/supplier partners would be a good fit for their brand, and what they would recommend to other brands, as well as understand the challenges they have with their current partners and how to gauge the offerings in market.
 
Please take the follow surveys:

1. State of Customer Loyalty: http://bit.ly/StateOfCustomerLoyalty
2. Loyalty360 member survey: https://bit.ly/L360-NewMemberSurvey

 Discussion Topics:

• What features / reporting are you looking for / missing in your current offering?
  • What features do you do not like in your current offering?
  • What features on your providers roadmap would you like to prioritize?
• What reporting / metrics / KPI’s are you looking for / missing in your current offering?
  • Personalization reporting, AI / ML
• What are other marketers using?
• What would your “perfect” technology look like?
• Technologies currently being considered.
  • How to manage potential integrations (successes and challenges for disparate technologies)
• Challenges in assessing technologies and platforms, how can the community help?
• Technology recommendations from marketing peers
• Feedback on disparate providers / consultants from the community
• Best Practices Discussion
  • Getting individuals to enroll / participate in program while managing the program

 
Here is a link to the 2021 Technology Today report – (http://bit.ly/2021TechnologyTodayReport). This is Loyalty360’s first report in the industry and we have a follow up report this fall (the Clarity Reports) and will use this meeting to help inform that report
 

A discussion with regard to what members are seeing pertaining to fraud and gaming in their customer loyalty programs. Individuals who are running customer loyalty programs are seeing increased manners and frequency of loyalty program fraud and internal external gaming. This will discuss the challenges, opportunities and need for standard operating procedures, internal and external training, manners by which to limit brand impact and the need for more insight from their technology providers, both the consultants and technologies who power their customer loyalty platforms and also from the suppliers in the market (Kount, Forter, Arkose Labs) This meeting will serve as secure and open forum to discuss these impacts.
 
** Members of Loyalty360 should come prepared to talk what they are seeing regarding the instances of customer loyalty fraud and gaming and how they are looking to address these challenges. The link to the last meeting (video and notes) are below and the PowerPoint from the last session and summary of what was discussed are attached **
 
Link to Last Meeting (Notes, PowerPoint, and Video) - Aug 05, 2021 - https://bit.ly/SSM-Loytalty-Fraud-Gaming-Aug21-BrandPanel 
 

Emerging Technology considerations for customer loyalty programs. This meeting will serve as a forum for those in the industry to discuss which new emerging technologies they have an interest in, if they have a platform up and running, or looking at doing a POC, who they are considering, and who they chose for the respective platforms and what they are seeing.
 
** Members of Loyalty360 should come prepared to talk about the different platforms, or technologies they are considering and offer feedback on the platforms they are using or considering using). This is a large list, we may remove a few categories based on feedback from the community **

Topics to include:

1. Personalization platforms
2. Artificial Intelligence/Machine Learning
3. Personalized Video
4. Fraud/Gaming Solutions
5. Geolocation/Proximity - Location Based
6. Experiences/Personalized Rewards
7. Gamification Platforms
8. Community Platforms
9. Currency (Blockchain, Cryptocurrency, NFT’s)
10. Partnership programs
11. AR/VR

There is a growing interest in emotional loyalty. This digital roundtable will discuss the challenges and opportunities pertaining to emotional loyalty from the perspective of the members of Loyalty360.

This meeting will serve as a forum for those in the industry to discuss challenges and opportunities pertaining to emotional loyalty, to allow others to learn/share in the discussion!
 
Agenda: The meeting will start with a discussion/review of the Loyalty360 Emotional Loyalty Paper (which reviews several of the emotional loyalty platforms in the industry (including Lack, ICF, Brierley and others)

• Review of Loyalty360 emotional loyalty analyst paper
• Challenges of Emotional Loyalty
• Defining Emotional Loyalty
• Measurement and Data Points
• Defined or Understood Stages of Emotional Loyalty
• Traits of Brands w/ Large Amounts of Emotional Loyalists

B2B/Channel customer experience and customer loyalty programs are growing impact and interest, as is the number of members of Loyalty360 who are administering them. This meeting will serve as a forum for those in the industry to discuss challenges and opportunities unique to B2B/Channel Programs and to allow others to learn and share in the discussion!

There is a growing interest in partnership marketing as a valuable resources for customer loyalty programs, especially with fraud, privacy, technology concerns and other considerations. Join us to discuss partnership best practices. 

Topics for discussion:

• Do you have a traditional partnership program? Guidelines for program?

• Do Partnerships have an increased focus within your program?

• Success stories/advice for other brands?

• Managing partnerships and loyalty programs/customer experience

• Promoting and marketing partnerships

• Partnership challenges and opportunities

• Setting up new partnerships/partnership network

• Managing expectations and alignment

• Interest in point sharing or a partnership/member portal

 

This small sided meeting will focus on all aspect of the employee engagement/loyalty and the larger organizational impact on customer loyalty programs from training, socialization, access to data sources, ability to participate in program to how the brand listen to the employees and other disparate stakeholders within the organization.
 
Topics Include:

• Formal employee engagement strategies or processes

• Employee training and socialization of the program, updates, etc.

• Employee participation in loyalty programs

• Data access and management

• VoE – feedback processes

• Employee engagement and CSR

• Managing the reopening of the stores / offices / impacts

• Need for new training based on new customer expectations?

• Other

This small sided meeting was requested to discuss customer loyalty fraud and gaming concerns for 2021. We will have a high level discussion of relevant metrics/industry metrics that marketers would like to see around fraud. 
 

Members of Loyalty360 have asked to hold a small-sided meeting to discuss the challenges and opportunities they have about their customer loyalty programs, what new technologies / features they may be looking for, are interested in. Many are looking for new solutions, from short term agencies to long term technology replacement. They are having challenges discerning what different partners can do to help their customer loyalty processes. 
 
Members will be able to share their perspectives on what they are looking for and discuss their supplier partners (what they like/would like to see), what technologies/supplier partners would be a good fit for their brand, and what they would recommend to other brands, as well as understand the challenges they have with their current partners and how to gauge the offerings in market.
 
Discussion Topics:

• What features / reporting are you looking for / missing in your current offering?
  • What features do you do not like in your current offering?
  • What features on your providers roadmap would you like to prioritize?
• What reporting / metrics / KPI’s are you looking for / missing in your current offering?
  • Personalization reporting, AI / ML
• What are other marketers using?
• What would your “perfect” technology look like?
• Technologies currently being considered.
  • How to manage potential integrations (successes and challenges for disparate technologies)
• Challenges in assessing technologies and platforms, how can the community help?
• Technology recommendations from marketing peers
• Feedback on disparate providers / consultants from the community
• Best Practices Discussion
  • Getting individuals to enroll / participate in program while managing the program

There is a lot of interest in the transition back from COVID, notwithstanding the recent rise in Delta variant cases. Many brands have suggested a small sided meeting on this topic, to understand the recent shifts in the market “towards” reopening and how to manage its impact on the customer loyalty program.
 
This meeting will look at the challenges / opportunities around customer loyalty during this time of COVID.

1. Managing Program Transformation
2. Managing Different Reward Structures / Incentivizing Behaviors (in-store, online, frequency) as the shift to in-store continues
   1. Shift to Experiential
   2. Working with Marketing / Comms teams to effect communication / engagement
   3. Integrating potential disparate in-store or online or partner programs.
3. Managing Communication and Engagement Paradigms during transition to in-store.
4. Managing Technology and Reporting Opportunities
5. How are different regions / countries looking at / managing customer loyalty differently?
6. Managing Partnership discern / manage opportunities
7. Managing New Technologies
   1. Gamification
   2. Zero Party Data Platforms
8. Managing Engagement / Challenges with getting people to sign up / remain engaged
9. Privacy Concerns

There is a growing interest in partnership “marketing” as a valuable resources for customer loyalty programs, especially with fraud, privacy, technology concerns and other considerations. Join us to discuss partnership best practices!

• Do you have a traditional partnership program? Guidelines for program?

• Do Partnerships have an increased focus within your program?
  • Privacy / Security / Alignment concerns?

• Success stories/advice for other brands?

• Managing partnerships and loyalty programs/customer experience

• Promoting and marketing partnerships

• Partnership challenges and opportunities

• Setting up new partnerships/partnership network

• Managing expectations and alignment

• Interest in point sharing or a partnership / member portal

Brands understand that there is no “set it and forget it” in customer loyalty. As technology and customer expectations quickly evolve, marketers are faced with several challenges when it comes to regularly optimizing their customer loyalty programs and strategies to stay relevant and stand out from competitors. During this small-sided meeting, our discussion topics will focus on how brands monitor, manage, and optimize their customer loyalty strategies and programs.  
 
 
Discussion Topics:  

• How are brands measuring and defining loyalty program/strategy success?  
• Best practices on KPIs brands are using – or what KPIs would you like to use?  
• Establishing a customer focus – capturing and actioning on customer feedback   
• What technologies have worked/what technologies does your brand have an interest in?  
• How does your brand stay in touch/communicate with customers to keep them engaged?  
• Recent or planned enhancements to your brand’s personalization efforts?  
• How does your brand keep your loyalty program/strategy “fresh”?  

Meeting information/dial in for April 14 call with Loyalty360 brand members on Oracle/Crowdtwist. Meeting agenda/outline to follow.