Loyalty Programs: Let's Talk Tactics
At today's 1to1 Webinar, "What's Next for Loyalty Programs?," presenters Luc Bondar and Will Wittkopf of Carlson Marketing talked about using loyalty data more strategically. Part of the discussion was about "enterprise loyalty," which involves taking the data generated by a program and using it to improve other areas of the business--and in some cases, extending the loyalty program across multiple product lines or lines of business.
This makes sense at a strategic level, but let's get tactical for a moment. What about the everyday barriers that stand in the way at the operational or cultural levels? Take financial services for example. Even the best laid strategies for enterprise loyalty might be stopped cold if the head of a credit card division with a successful loyalty program isn't willing (or doesn't have the authority) to start pushing the program into other product lines. Or there might be several loyalty programs within one company, with each program tied to a specific line of business, tied to a separate budget and with its own siloed processes. Have you encountered barriers like these? If yes, what have you done to get around them?
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