QUESTION POSED ON: 09 May 2007
I presented a customer loyalty program to a group of directors of a global manufacturing company with about 200 clients in the luxury goods retail sector. The program is based on the following message to retail clients: "We would like to help you become the best retailer in your region." Hence, the rewards are primarily additional marketing services and sales tools, as well as educational possibilities for the retailers, their sales environments and their sales staff.
The question I am looking to answer in measurable terms is: How can we predict (quantify) the ROI that this customer loyalty program will likely bring?
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