Loyalty360 Roundtables

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

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  

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 Customer 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 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: 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 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: 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