How to build and manage a successful Loyalty Program

Introduction  to understand the curriculum to cover the basics of a Loyalty Program.

Think, Reflect and Contemplate why you, or your Brand or Business really needs a Loyalty Program, as this will define the key objectives and roadmap ahead.

You will be able to define the Vision and Mission for the Loyalty Program which will help build the right foundation for the Program.

You will begin to have a broad understanding of the type of Loyalty Programs, and the route you can take ahead.

Understand the Pros & Cons of having a Loyalty Program, and be able to focus on building up on the Pros of the Loyalty Program

Introduction to Segmenting and key topics covered.

Understanding the concept of Segmentation of customers from the Loyalty perspective which helps in combining sets of customers basis certain similarities in their preferences, demographics, behaviour etc.

Understand the different types of Segmentations and how they can be used in the targeting of Loyalty program definitions and offers basis their relevance to the business.

Understand what is Customer Profiling and its application from Loyalty perspective.

Understanding the role of loyalty in the B2B sector and the difference compared to the B2C retail loyalty formats.

Introduction on the key topics covered regarding the financial elements of a Loyalty Program.

Understanding the element of Cost of running a Loyalty Program

Understand the concept of Activity Based Costing (ABC) rather than the normal Cost of Goods Sold (COGS) format, as ABC helps in complete understanding of costs of dedicated and shared resources.

Understand how to build a typical cost calculation for a Loyalty Program, as this is essential to be established and provisioned for before launching the Loyalty Program to ensure  smooth functioning ahead post launch.

Basis understanding of the various cost elements of building and managing a Loyalty program, this segment focusses on allocating dedicated resources to the key components of cost for a loyalty program which helps in smooth launch and operations of the loyalty program.

Understanding the Customer Lifetime Value (CLV) which is the value that the customer can be expected to contribute to the business, as this will influence and justify the resources allocated for the loyalty program and make the loyalty program profitable and beneficial to the business.

Introduction to the topics covered in creating and launch process of the Loyalty Program.

Understand the practical factors that influence and affect the customer loyalty towards a specific brand.

Understand the concept of a Value Proposition for a Loyalty Program

This lecture covers the Factors that affect the process of Building a Value Proposition.

This lecture covers how to build a Value Proposition for Mass Brands.

This lecture covers how to build the Value Proposition for a Niche Brand.

This lecture covers the introduction on the key topics covered for creating and launching a Loyalty Program.

This lecture covers understanding the Technical Development elements involved in a Loyalty Program, and covers the ways in which you can accomplish the program from the IT and systems perspective.

This lecture covers the key elements of the Program Development from the Front End, Back End and the Customer interface point of view.

This lecture covers the Testing and Integration phase of the Loyalty program post program development.

This lecture covers the launch and post launch phase of the loyalty program development and the route different types of brands should take.

Introduction to the topics covered across Analytics in Loyalty Programs.

This lecture covers the key elements to look at for Analytics in a Loyalty Program.

Understand the concept of Customer Retention Rate (CRR) and how to use it as an indicator of Brand success.

Understand the concept of Average Transaction Value (ATV) and  how to use ATV as a measure of success of the Loyalty Program, and how a Loyalty Program can grow the ATV.

Understand the value of Transactional and Lifestyle data and its relevance to the Brand and the Loyalty Program.

Understand the concept of Big Data and its growing importance in Loyalty Programs.

Understand the concept of Breakage in a Loyalty Program and its effect on the program.

To sum up the course, this lecture will recap with a flow on all areas to be considered for the launch of Loyalty Program.

This is the introduction to the Section covering some international successful case studies across different Loyalty  sectors like Retail, Airlines, Telecom and Hospitality.

This lecture covers some international Retail loyalty programs. Students can also research online and refer similar case studies to grow their understanding.

This lecture covers some international Coalition loyalty programs. Students can also research online and refer similar case studies to grow their understanding. These programs have multiple partners across multiple categories and it is interesting to note how all these partners have their own loyalty program value proposition with a common airline currency.

This lecture covers some international coalition Telecom loyalty programs. Students can also research online and refer similar case studies to grow their understanding.

This lecture covers some international hospitality loyalty programs. Students can also research online and refer similar case studies to grow their understanding.