Understanding the Maturity Level of Your Loyalty Program

By Ethos Privacy

Based on the popularity of our recent webinar centered on customer loyalty programs and privacy considerations, we are offering a workshop covering this topic in more depth this spring. 

Our joint Ethos Privacy and Blueprint Technologies Customer Loyalty Workshop assists stakeholders from many different disciplines in rapidly increasing the maturity of their customer loyalty programs. We accomplish this by working with you to assess the strategy, data, people, process, metrics and technology that support your program. Once your maturity level is identified, we identify specific actions to develop foundational data management and data risk management capabilities that enable your program to effectively draw on resources from across your enterprise.

Companies with loyalty programs operating at the basic level are just beginning to think about how transactional data can drive a better customer experience. To mature from this level, you must align the collection and use of defined data to support your strategy and start building your roadmap. You must also identify a personalization strategy so that your program can eventually be measured against specific outcomes. A critical first step at maturing past the basic level is data modeling, where you begin to define the data needed to offer personalized rewards based on unique customer behavioral trends. You also need to understand how to establish an architecture for processing data (eventually) in real-time.

At the intermediate level, you are beginning to understand “who bought what,” which allows you to personalize rewards. By this time, you have identified the foundational capabilities necessary to manage your data across two or more business units or functions. You are now ready to start integrating defined data and effectively manage the risk of more sensitive data. An essential tool at this level is the data catalog, which leverages your data model to bring different stakeholders together and effectively manage data at an enterprise level. You must also begin partnering with your privacy professionals to optimize your program and strengthen customer trust.

At the advanced level, you are focused at predicting actions to increase customer loyalty and are working effectively across the entire enterprise. This requires coordination by key stakeholders including your analytics group and data stewards. In order to make the data available for analytics, certain key stakeholders will need to understand how you will maintain lineage and integrity of source data. At this point you need to start thinking about formal data stewardship roles to manage the sensitive data that supports your loyalty program. To sustain a program at the advanced level, you will need to have an operating model for governing the data and can now consider expanding to other data domains such as supply chain.

For more background on this topic, view the webinar here. If you are interested in learning more about the workshop, email marketing@ethos-privacy.com. 

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