John Bartold of Epsilon brings the heat in his recent Loyalty Assessment. Especially in recognizing the core guiding loyalty principles: a balanced value proposition, brand integrity and trust – and most importantly, generating dialogue amongst members. While these principles are of utmost importance, Bartold says it is also necessary for programs to evolve.

Consumers’ needs and expectations are evolving and the programs with their thumb on the pulse will have a leg up on the competition. The programs seeing the most engagement are those that connect the brand to individual consumer goals and interests, instead of the traditional earn for spend model.

Bartold lays out four questions to gauge how your loyalty program stacks up and determine where you are falling short:

  1. How are you supporting the personal goals and aspirations of your consumers? Have you incorporated non-transactional opportunities linked to your brand to support and reward a consumer’s achievement of their personal goals? How can technology help you achieve this?

  2. What tactics have you implemented within your organization to shift your customers from loyalists to brand advocates? Are you leveraging social channels?

  3. Are you marketing to your customers when and where they want to engage with your brand? What other areas of marketing are you consulting to make this possible?

  4. What are some of the tactics you’ve integrated into your programs to enhance your customers’ experience with your brand?

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