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The best loyalty programs are built on the insight you develop regarding
member needs and wants, rather than a frequency marketing 'package' or
loyalty software. Loyalty is all about how they allocate their recreational
and entertainment dollars. Once you have the perceptions (likes/dislikes,
complaints, best feature/worst feature, change in performance over time,
responsiveness to potential program or process initiatives, etc.) of
members, viewed in terms of where and how they spend their recreational time
and money, individually and collectively and according to their level of
activity, you can design your own program aimed at creating higher value for
each member, and yielding more frequent playing and spending.
This was first published in June 2003
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