Loyalty One

Lack of belief in program ROI is the mother of all pain points, as identified in a survey of our Loyalty Storm Trackers.

Early this fall, COLLOQUY’s radar tracked the intensity of loyalty marketing storm clouds not on the horizon, but perched over us— raining, and raining hard. Those clouds are drenching signals that effective and efficient execution — getting things done — seemed to be growing much more difficult. As industry fore casters, we decided to address the threatening problems and their solutions by conducting the 2011 COLLOQUY Loyalty Practitioner Study, an online survey of loyalty marketers who themselves are facing the darkening clouds.

This is the first in a series of COLLOQUY articles that will draw on the survey’s results to focus on overcoming implementation challenges.

While the survey was open to all and therefore “unscientific” as projectable research, it provided us with enough of the right feedback from front-line loyalty leaders to under stand the major implementation hassles they face. Nearly half of the respondents were senior executives in their companies (SVP on up) and the great majority who identified their company’s industry segment came from Financial Services, Retail, Travel and Hospitality, or Telecommunications.