Loyalty Program Implementation Process

Goal alignment

Annex Cloud’s loyalty experts work with your technical and business teams to understand your strategic goals and help you achieve them on both the macro and micro level.

Understand your business goals

Identify key challenges, opportunities and expectations, then set goals holistically as a group.

Revenue
Margin
Growth

Set loyalty program objectives

Identify specific loyalty program objectives that’ll effectively drive your macro goals.

Increase lifetime value
Increase retention
Reduce churn
Improve customer acquisition
Increase customer engagement
Increase revenue
Maintain profitability
Improve customer satisfaction

Identify your key performance indicators (KPIs)

Define micro goals in the form of KPIs we’ll monitor daily to track program effectiveness.

Purchase frequency
Average order value
Referrals
Customer satisfaction
Customer spend
Redemption rate
Repeat purchase rate
Customer conversion rate

Discovery

Gathering insights is critical before building your loyalty strategy. The discovery phase covers three core areas.

Internal discovery

Business teams and process
Customer strategy
Landscape (competitive set)
Tech environment (tech stack, partnerships)
Training and culture
Existing program

Customer discovery

Segment/personas/ideal journey mapping
Purchase channels
Interaction channels
CX insights, NPS, know emotional triggers, etc.
Available data, quality, usability
Existing marketing efforts
Current experience scores
Brand and experience expectations
Value of loyalty understanding

Technology discovery

Philosophy
Data management and flow
Full tech stack

Define

This is where we get granular to define a strategy that’ll motivate and resonate with your customers.

Customer journeys

Analyze behaviors and identify areas of change
Identify target growth segments
Build proformas and align on expected lift goals
Develop rich omnichannel experiences for each segment
Define value for each interaction and which to recognize and/or incentivize

Program structure

Define program structure
Review with all stakeholders
Test structure with customer sets
Tweak, review and test as needed for collective alignment

Technical requirements and timeline

Define business and technical requirements
Build use cases and perform gap analysis
Review architecture diagram
Map data flows between Annex Cloud and your tech stack
Define deployment steps, plan and timeline

Design

The design phase is critical to ensure a smooth launch as well as support effective marketing efforts and maximum engagement.

Program elements

Leverage Annex Cloud’s pre-defined design templates
Design customer-facing program elements
Design web and mobile pages
Design program structure, including earning options, tiers and actions

Technology and experience

Our technology teams work closely to design the data flows and connectivity needs—including needs flow, approach and project plans
We work with you to design your dashboard to fit your business, terminology and KPIs

Marketing and communications

Design launch and/or change management needs
Identify marketing elements
Identify and design elements needed to train your organization
Design new program communications plan
Design new program elements
Design messaging—by segment and channel

Develop

It’s time to bring all the elements together in preparation for a successful launch.

Program management and structure

Manage development across all workstreams
Support program development elements
Configure platform to meet all program structure requirements and for initial promotions and communications
Train organization
Finalize program structure, including initial segmentation

Technology and experience

Execute technology plan, including defined integrations
Complete testing and QA
Build out defined user experiences for customers and marketers, including dashboards