Defining a loyalty program
Sector of activity
French institutional
Project background
Against a backdrop of general transformation, including a new CRM policy (marketing automation tool) and the redesign of its e-commerce site, an instutional wanted to launch a new loyalty program. The project was initiated internally in 2015, and customer surveys were carried out, but never materialized.
Our approach
- Analyze customer data to validate or invalidate the organization's intuitions.
- Identify key players (interviews), and lead workshops with the various stakeholders up to the design of the loyalty program.
- Analyze industry competition and loyalty program trends
- Prepare and lead workshops to co-construct the program (Mechanics, benefits, communication, IS)
- Reporting to General Management
Our results
- Analysis of customer data over the last 10 years.
- Definition of a new CSR segmentation integrating customer seniority.
- New omnichannel loyalty program launched