1. Foundational Principles Of Design
We follow 8 guiding principles for successful loyalty program implementations, rooted in customer experience and best practices.
- Loyalty Program Strategy & Design -
Gain a competitive advantage with a strategically designed loyalty program
Whether you’re looking for a program health–check, the complete redesign of an existing program, or to start a new, full–scale program design and build, Brandmovers will help you design the program that drives results.
2. Framework for Ongoing Design
Our 4-phase methodology is an agile process that allows for ongoing alignment and refinement. It considers internal, customer, and marketplace factors to produce a recommended design and/or redesign.
3. Aspirational Metrics
Using our 4 dimensions of value we outline ideal-state measurement for best-in-class programs. We will work with your team to establish goals for each key metric and build our online dashboards accordingly.
Discovery
Objective Alignment
- Goals - gain upfront alignment of goals and gather input to establish objectives and guardrails.
- Stakeholder Insights - conduct stakeholder interviews to identify audience insights and highest value behaviors for each audience segment.
- Scope - define loyalty program goals and success metrics, both qualitative and quantitative.
Assessment
Insights & Analysis
We assess all the critical components that will factor into the upcoming loyalty program design phase, such as financial performance reviews and defining audience demographics and persona attributes for segmentation purposes.
- Company
- Culture
- Customer
- Competition
- Cost/Benefit
Design
Design & Journey Mapping
- Structure - Finalize loyalty program rules, tiering structure, and terms & conditions.
- Value Proposition - establish brand alignment and persona-based value proposition, messaging, KPIs, and goals.
- Technical Requirements & Scope - establish a timeline for a phased approach for implementing new features and growing the loyalty program.
- Rewards Recommendations - determine loyalty program rewards strategy, hard & soft member benefits, and member engagement opportunities.
Implement
Launch & Roll-Out
- Marketing & Communications Plan - establish a detailed, multi-channel marketing & communications plan covering the entire member lifecycle from enrollment to re-activation.
- Launch & Roll-Out - deliver full loyalty program launch and execution plan including recommended technical scope, service, and ongoing support.
- KPI Scorecard - deliver final rules structure recommendations, metrics measurement plan, and loyalty program financial model showing earnings and lift.
Design Model
The PAVE Engagement Model™
The PAVE Engagement Model™ is Brandmovers's proprietary diagnostic tool that helps brands create roadmaps for growing deeper levels of engagement and loyalty among the program audience by identifying and prioritizing the different behavioral drivers that motivate people to act. This survey-based insights tool creates a brand connection index that will help focus effort and deliver impactful business results.
Ready to start designing your ideal customer loyalty program?
