Welcome

Ever wondered how mature your company’s loyalty initiatives are?

Find out now with this interactive assessment questionnaire.

Simply take 5 minutes to answer a few in-depth questions, focused on your initiatives, to see where your company is positioned on the loyalty maturity scale.

Then submit your details to receive detailed recommendations into how you can advance and optimize your initiatives and have the option to download your own bespoke report.

Questions

Please rate the level of personalization your company uses in the following aspects of your loyalty initiative.

We don’t personalize any content at all.

We personalize some content based on segments.

We personalize most content based on segments.

We personalize all content based on segments.

We dynamically personalize all content at the individual level.

Don’t know/not applicable

Marketing content in direct marketing channels (e.g. email, direct mail messaging)

We don’t personalize any content at all.

We personalize some content based on segments.

We personalize most content based on segments.

We personalize all content based on segments.

We dynamically personalize all content at the individual level.

Don’t know/not applicable.

Content on the website (e.g. landing page information)

We don’t personalize any content at all.

We personalize some content based on segments.

We personalize most content based on segments.

We personalize all content based on segments.

We dynamically personalize all content at the individual level.

Don’t know/not applicable.

Content on the mobile app (e.g. airline check-in on the app based on proximity to airport)

We don’t personalize any content at all.

We personalize some content based on segments.

We personalize most content based on segments.

We personalize all content based on segments.

We dynamically personalize all content at the individual level.

Don’t know/not applicable.

Product recommendations (e.g. other customers who bought X, bought Y)

We don’t personalize any content at all.

We personalize some content based on segments.

We personalize most content based on segments.

We personalize all content based on segments.

We dynamically personalize all content at the individual level.

Don’t know/not applicable.

Promotions/product offers (e.g. targeted offers, packages, discounts, promotions)

We don’t personalize any content at all

We personalize some content based on segments.

We personalize most content based on segments.

We personalize all content based on segments.

We dynamically personalize all content at the individual level.

Don’t know/not applicable.

Reminders and alerts (e.g. of policy changes, points accumulated, dates to redeem)

We don’t personalize any content at all

We personalize some content based on segments.

We personalize most content based on segments.

We personalize all content based on segments.

We dynamically personalize all content at the individual level.

Don’t know/not applicable.

Content in physical locations/stores (e.g. at checkout, printed coupons and receipts, kiosk messaging)

We don’t personalize any content at all

We personalize some content based on segments.

We personalize most content based on segments.

We personalize all content based on segments.

We dynamically personalize all content at the individual level.

Don’t know/not applicable.

1 of 5

Questions

Please assess the extent to which your company follows these loyalty practices.

Strategy

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Approach.

We deeply understand why customers are loyal and employ a multifaceted approach.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Goals and objectives.

These are clearly defined in our loyalty strategy and aligned with other customer-facing strategies.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Data-driven focus.

We conduct loyalty-specific market research regularly and use customer data assets.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Data And Metrics

Customer privacy.

We have stringent data security and privacy standards and processes in place.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Data attributes.

We collect a wide range of customer profile, preference, transactional, and engagement data and augment the profile with third-party data sources.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Creating a single view of the customer.

We incorporate all sources of customer data into a single view of the customer.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

2 of 5

Questions

Please assess the extent to which your company follows these loyalty practices.

Performance management

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Customer segmentation.

We use multiple dimensions based on behavioral and value-based attributes (e.g. lifetime value).

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Measurement.

We measure transactional and emotional loyalty (e.g. advocacy, satisfaction, and affinity).

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Analytics and insights.

We use advanced analytics (e.g. advanced modeling, prediction, machine learning, etc.) to optimize our strategy.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

People And Organization

C-level support.

Loyalty is a top strategic initiative with C-level support.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Governance.

We have well-established governance processes to guide strategic alignment, innovation, and evolution of leveraging loyalty insights.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

Dedicated resources.

We have dedicated internal and/or external resources for customer loyalty and encourage cross-functional collaboration.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable

3 of 5

Questions

Please assess the extent to which your company follows these loyalty practices.

Program Design

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable.

Financial modeling.

We have a dynamic financial model that helps us understand the long-term potential impact of our program and guides program innovation.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable.

Reward structure.

We have a balanced benefits mix that rewards, recognizes, and engages customers.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable.

Organizational impact.

We have a formalized process in place for coordinating and applying loyalty learnings across functions and departments.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable.

Program Execution

Technology.

Our loyalty technology is fully integrated with internal systems.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable.

Flexibility.

Our program is flexible, providing a highly customized experience for members.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable.

Program data.

We use predictive models to deliver the right content for each member based on customer data.

We don’t do this at all.

We don’t do this at all but are developing a plan to do this.

We do this occasionally and are working to do it more consistently.

We do this consistently.

We do this consistently and optimize through continuous measurement and feedback.

Don’t know/not applicable.

4 of 5

Questions

What are the greatest challenges facing your customer loyalty program today? (Check Top five)

1. Delivering a consistent experience for loyal customers across channels and interaction points

2. Aligning our program and loyalty strategy with overarching business strategy

3. Personalizing offers, content, and experiences based on behavior

4. Maintaining engagement with and excitement about the program over time

5. Coordinating and collaborating with internal groups

6. Measuring the incremental value of the program

7. Integrating across different departments

8. Securing budget for our loyalty program

9. Differentiating our loyalty program from our competitors’

10. Getting buy-in and support from C-level and leadership

5 of 5

Results Overview

Loyalty Maturity

Through this assessment, we have classified companies into four groups:

Beginners:

Typically offering one-dimensional loyalty programs.

Designers:

Customer-centric loyalty strategy, supported by C-level. Focused on increasing emotional and behavioral loyalty.

Implementers:

Focus on increasing behavioral loyalty. The approach is tactical and transactional.

Experts:

There is a deep understanding of why customers are loyal. These companies leverage multifaceted approaches to develop strong relationships with existing customers.

Results Overview

Your company's loyalty maturity is: Beginner

Your path to advanced customer loyalty

You are a Beginner:

Companies at this level address increasing customer loyalty tactically, not strategically. They typically offer one-dimensional loyalty programs focused on incentivizing repurchase with one-size-fits-all value propositions and communications. Beginners’ data management capabilities are immature, and they do not leverage customer data and analytics effectively to understand their customers or optimize results.

Detailed recommendations for Beginners:

Conduct research to develop a better understanding of customer needs, motivations, and what they want from a loyalty program.
Optimize your loyalty strategy and program design based on a deeper understanding of your customer motivations, and determine what data you must collect to improve your ability to personalize.
Review your technology to determine if you have the right solution to improve data collection and program management capabilities.
Audit the organization to identify concurrent customer retention initiatives to break down organizational siloes and begin to foster collaboration.

Results Overview

Your company's loyalty maturity is: Designer

Your path to advanced customer loyalty

You are a Designer:

Companies at this level have a customer-centric loyalty strategy with C-level support and investment. Designers’ strategies focus on increasing emotional and behavioral loyalty, but they struggle to truly understand their customer data to ensure that their program implementation is optimal.

Detailed recommendations for Designers:

Create a framework to quantify the incremental impact of behavioral and emotional loyalty on the business.
Establish a cross-functional team to ensure that loyalty insights and lessons are applied across the company, such as in customer experience development, operations, and/or product development.
Invest in machine learning technology to support dynamic interactions with loyal customers in a cost-effective manner.
Consider reviewing strategy and modeling to ensure that your program has the right ROI.

Results Overview

Your company's loyalty maturity is: Implementer

Your path to advanced customer loyalty

You are an Implementer:

Companies at this level primarily focus on increasing behavioral loyalty. Although this approach is tactical and transactional, it’s usually informed and validated by market research. Measurement focuses on transactional metrics such as offer response rates and frequency, but Implementer loyalty programs do offer some flexibility for their members in terms of rewards, usage, and personalization.

Detailed recommendations for Implementers:

Identify opportunities within the existing program to engage and recognize (not just reward) customers through experiential benefits and personalized communications. Incorporate emotional loyalty metrics to gauge the impact of these softer benefits.
Leverage analytics to build or improve customer segments for targeting and personalization of offers, content, and communications.
Establish a formal process to encourage collaboration between departments for an omnichannel approach to acquisition and retention.
Review your technology to ensure that it is flexible and responsive enough to deliver the most personalized experience.

Results Overview

Your company's loyalty maturity is: Expert

Your path to advanced customer loyalty

You are an Expert:

Companies at this level have a deep understanding of why their customers are loyal and leverage a multifaceted approach to develop strong relationships with existing customers. Robust data collection and management enable loyalty Experts to offer industry-leading loyalty programs to their members that deliver differentiated offers and personalized experiences. Experts typically optimize their results with a measurement framework that helps them understand both the emotional and behavioral loyalty of their customers.

Detailed recommendations for Experts:

Develop a formalized process and adopt technologies that enable employees to deliver experiences that lead to greater loyalty.
Establish processes to continually refine your strategy to keep pace with evolving customer expectations.
Identify opportunities to collaborate across departments and further integrate loyalty initiatives into all customer-facing touchpoints.
Harness the power of loyalty by encouraging advocacy to gain new customers by word of mouth/referral.

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Next Steps

Thank you for taking the time to complete the Loyalty Maturity Assessment.

To discuss your results in more detail with a Collinson expert and understand how they can support your company in boosting your loyalty maturity, please contact us via www.collinsongroup.com

Methodology, Disclaimers and Disclosures

Methodology

In April 2018, Collinson commissioned Forrester Consulting to evaluate a brands’ loyalty strategies and how they correlated with their capabilities to meet customer needs at each stage of the customer lifecycle, and in turn, identifying and improving capabilities to increase their overall loyalty maturity. To evaluate organizations’ loyalty maturity, Forrester conducted an online survey of 635 respondents in APAC, Europe, North America, South America and the Middle East. Industries included retail, financial services, and travel and hospitality. Survey participants included decision makers responsible for their organization’s loyalty program and customer experience initiatives.

Disclaimers

Although great care has been taken to ensure the accuracy and completeness of this assessment, Collinson and Forrester are unable to accept any legal responsibility for any actions taken on the basis of the information contained herein. The tool is provided 'as is,' and Forrester and Collinson make no warranties of any kind. Forrester does not endorse Collinson or its offerings.

Disclosures

This interactive tool is commissioned by Collinson and delivered by Forrester Consulting.

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