What are the design characteristics of an effective loyalty program?
Often, the executive order comes down to launch a loyalty program, or perhaps overhaul the current one. It is a challenging assignment, because if you ask 10 people what makes an effective loyalty program, you’ll get as many different answers. For example, the CEO might be a frequent flyer and believe that it’s all about earning miles, while the CFO may be more in favor of a recognition program that doesn’t carry points liabilities. Meanwhile executives in operations could be more interested in a program that improves the customer experience and reduces strain on front line staff. So, what’s the right answer?!
