You Still Haven’t Defined Customer Loyalty Success?
By Jeanne Roué-Taylor
Defining customer loyalty success is a critical activity that too often gets overlooked. For those who’ve had the chance to read the post, Why Haven’t You Defined Customer Loyalty Success?, you know that loyalty’s dirty little secret is that even sophisticated programs lack a way to look back and say, “We reached our goals.” This leads to an ongoing problem of both spending money where it shouldn’t be spent and underfunding programs that are actually valuable. With organizational creditability on the line, no marketer can afford to ignore this problem.
Defining Customer Loyalty Success
The good news for those who recognize their need to define success is that there are many levers to pull. Customer loyalty success goes beyond simply spend and likes and is boosted by a host of factors that have creativity as a focus as well as math-driven analytics.
On the outcomes side of the equation, the answers can be as diverse as the methods to get there. Prioritizing goals—whether they’re retention, basket size increase, or some other outcome—is a key part of how success is defined. Goals determine success factors and those factors help us know what to do and how many resources to commit.
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In our busy world, without a good definition of customer loyalty success, decisions don’t get made, the right answers are elusive, and the business doesn’t move decisively or fast enough. Effective customer loyalty execution relies on tracking progress toward clear strategic objectives. To learn more about best practices on this very topic, don’t miss Part 2 of the webinar Nudges, Influence and Rewards: Must-know Factors for Success in Retail Customer Loyalty.