Loyalty One

When the leaves start crunching underfoot we are already thinking of football, cable-knit sweaters and back-to-school. Just as returning students have to decide if they are taking either “baby” or “core” level science and math, this is also a good time to take stock of your loyalty program. Are you still studying Segmentation 101? If so, you might never graduate to the more detailed information and learning opportunities available by challenging yourself with upper-level courses. Advanced segmentation offers greater insights, and higher ROI.

Most loyalty programs cover the basics of segmentation–identifying the company’s most valued customers, and exploring ways to engage and reward them. The data crunching gets much more interesting when programs advance to Segmentation 202. That’s when it’s time to start fine-tuning the segments and overlaying them with additional data. Then an organization can really start to fine-tune the program ROI.