Category Archives: Hotel Frequent Guest Programs

Loyalty Program Tune-Up – Performance Analysis, Assessment and Recommendations

Loyalogy Loyalty Program Tune-Up Service

LOYALTY PROGRAM TUNE-UP SERVICE

The Tune-Up service is something we’ve provided for years but there’s been so much demand for it most recently that we’ve announced it for companies who need such a service but may be unaware that it exists. We find that companies who operate a loyalty program for a period of time reach the point after a year or so at which they need an in-depth assessment of how their program is working with comparisons to industry benchmarks and best practices. The result is a comprehensive report and roadmap that clients find incredibly enlightening and helpful.

The eight-step process requires four to six weeks and involves the following:

  1. Obtain access to program data.  Depending upon how long the program has been in existence, we prefer to have at least two years of member and detailed transaction data.
  2. Discuss management’s perceptions of the program.  Pros and cons along with a discussion of your original expectations regarding the program and the current reality of the program’s performance.  Categories include but are not limited to:
    • Strategic – how does it contribute to your business?
    • Tactical/operational – what operational and/or logistical burdens are created by the program on staff?
  3. Review/discuss past and current methods of communicating the program to guests:
    • In-restaurant.
    • Online.
    • E-mail.
    • Social media.
    • Any targeted promotions that may have been deployed to members.
  4. Conduct in-depth data analysis.
  5. Interim discussion with management.  This allows us to get some reality-checks based on what we see in our analysis and have some discussion about the causes and implications of what we see.
  6. Final analysis and development of recommendations.
    • Recommendations regarding the overall structure of the program.
    • Recommendations regarding program communications, operations and rules.
    • Recommendations regarding specific data-driven tactical promotions that are likely to profitably generate incremental sales.
    • Recommended strategy/process for implementing any significant changes to the program.  This includes outlining the potential outcomes from such changes and a step-by-step methodology to maximize the success of the change implementation.
  7. Final presentation of analysis and recommendations.
  8. Follow-up changes to analysis and recommendations based upon discussion.