Is your loyalty or rewards program future-proof?

Take the 42-point future-proof diagnostic

Section 1: Program Vision

Yes No

1. Do you have a documented and shared vision for your loyalty program?

2. Does your program's vision support your brand's vision?

Section 2: Program Measures of Success

Yes No

Do you measure and report on the following program metrics of success?

3. Volume of new members joining?

4. Net member growth (volume of new members joining less existing members who unsubscribe)?

5. Depth of membership: number of members vs total available customers?

6. Contactability by channel eg % of emails gathered; % opt-in mobile?

7. Ave cost to acquire a member?

Do you measure and report on the following program metrics of success?

8. Program revenue as a % of total revenue?

9. Member value since they joined the program?

10. Potential value of member into the future?

Do you measure and report on the following program metrics of success?

11. % of members who are active in in predetermined period (active = transacted no. of times)?

12. Number of members who have unsubscribed?

13. Annualised member unsubscribe value (number of unsubscribed members x average annual transaction value)?

Return on loyalty investment
Do you measure and report on the following program metrics of success?

14. Revenue generated by program vs investment to offer the program?

Member interaction metrics of success
Do you measure and report on the following program metrics of success?

15. Communication engagement rate (opened and/or actioned) eg email

16. Earn rate of rewards (elapsed time taken for members to earn rewards)

17. Value of 'redeemers' vs 'non-redeemers' (value of members who earn and redeem vs members who earn but do not redeem)

Section 3: Member experience with program

Yes No

18. Do members receive real-time updates on their rewards (points or benefits) earned and redeemed

19. Can members identify themselves and pay in one step ie is your program payment card linked

Section 4: Using data: Are you using your loyalty/rewards program data to enhance your members' experience or invade their privacy?

Yes No

20. Do you share with members why you are asking for their data points eg date of birth (why?); mobile (why?)

21. Are you using member purchase and personal data to provide relevant and personalised offers and benefits?

22. Are you sending reminders to help your members repurchase items they have purchased previously?

Section 5: Your team engagement

Yes No

23. Do you have nominated loyalty champions amongst your team?

24. Has your team been given program KPIs to achieve?

25. Are your team informed on a periodical basis (at least monthly) on how the program is performing?

Section 6: Understanding your members

Yes No

26. Have you researched your program's structure, benefits and experience (online and offline) with your members in the last 12 months?

27. Do you know why customers join your program - convenience, transactional, emotional?

Section 7: Program structure and benefits

Yes No

28. Have you made any benefit upgrades in the last 12 months?

29. Do you reward members based on time (tenure of being a member) instead of transactions (value)?

30. Have you completed a direct and indirect competitor evaluation (why is your program different?)

31. Do you offer benefits from partners to your members?

Section 8: 12 month communication plan

Yes No

32. Do you have a 12 month documented program communication plan?

33. Is your communication plan differentiated by types of communications eg marketing, mandatory, data-driven

Section 9: Communications channels. Besides email, do you communicate your program via

Yes No

34. mobile eg sms

35. mobile app

36. social media

37. direct mail

38. online member account

39. store team

40. store point of sale

Section 10: Technology enabling best-in-class loyalty programs

Yes No

41. Is your loyalty member data integrated with other systems within your technology stack? (Content Management System, Messaging Platform, Order systems etc.)

42. Does your current technology allow you to create the best possible customer experience, personalisation and relevant messaging through the use of data?

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