Why guess when you can know...

Investments in customer loyalty are booming. Marketing teams are spending big on rewards, partnerships, agencies, data capabilities and marketing technology. Loyalty has become table stakes in most consumer facing sectors. Having a loyalty program is becoming a cost of doing business, a hygiene factor. 35% 1 of all credit card purchases in Australia earn Qantas points, 25%2 of all credit card purchases in New Zealand are earning Airpoints. Myer claim 68%3 of their sales are linked to the Myer One program and even life insurance companies are on the points bandwagon, with AIA Australia4 launching a points based program and Qantas following suit with their own version call Assure5. Australian companies are spending more than $5 Billion dollars6 a year in loyalty points and rewards. This number is dwarfed by the $9 Billion 7 in the UK and over $52 Billion8 in the USA… Companies are investing significant amounts of money into customer facing programs and activities…but what are we trying to achieve?

A wise man9 once told me that customer strategy is easy to state but hard to implement well: “Get, Keep, Grow”.