Q

Implementing a customer loyalty program with a road map

Expert Michael Lowenstein offers advice on building a road map for implementing a customer loyalty program.

I am implementing a loyalty program for a telecommunications provider in Indonesia. Do you suggest making a road map or business map when implementing a customer loyalty program? What are some common pitfalls during the implementation process?
I don't know exactly what this vertical industry -- telecommunications customers -- in Indonesia would identify as strategically differentiated value, i.e., either tangible or intangible benefits, that they'd want from a customer loyalty program.

However, to be safe as well as actionable, a road map for implementing a customer loyalty program ought to inc

lude:

  • Appropriate research for identifying the benefits
  • Testing them for prospective customer interest and effectiveness
  • Following up with further research once implemented to make certain that the loyalty program's benefits are working.
This was first published in August 2007

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