Customer loyalty programs and strategies can be the new, shiny object to any brand that spins one up. However, after the initial excitement, there is a realization that there is work to be done; challenging work, that sometimes can be fraught with obstacles.
How can organizations consistently focus on loyalty efforts in challenging and opportunistic times? Building a core team to focus on operations, ensuring ongoing training, socialization, and an understanding of the program, and making certain all lines of business play their part are all needed for success.
During this session, Claudia Infante, SVP of Revenue Strategy for Margaritaville, will share her experience with the planning and launch of the Margaritaville Perks program, a no points, no tiers, no stress rewards system.
Key Takeaways:
- Marketing and data are cool, but operations are imperative. Everyone needs to understand the program's value, from the C-suite, front line employees, and most importantly, those in the program.
- Sharing expectations for all stakeholders and managing alignment with competing business lines.
- Focus on delivery and operational excellence. When you find challenges in your delivery, brands need to honestly assess where the chain broke, what the source of the problem is, and address it.
- Understanding that competing priorities and messages will happen but how to best manage this and bring synergy to communications.