Trends: Loyalty programs are yielding valuable insights

摘要

Business operators are making a mistake if they view customer loyalty programs, and the powerful data such operations can generate, merely as a way to encourage repeat customers. Analyzing the customer data can help organizations make informed decisions and plan better for the future, said Jeannie Amerson, a loyalty and customer engagement consultant, during the recent SIGMA virtual conference. “It’s really important to treat it as a valuable piece of your organization that is in turn going to bring high value to your customers,” said Amerson, citing data that show insights driven organizations are growing at an average of more than 30% annually. “It’s time to take it from your loyalty manager inside your organization and spread all this data down into your category management team so they will become a little more educated about what the expectations of the shopper are. Take your category management team from aisle experts to actual shopper experts,” she said.