Internal misalignment often begins with a lack of a strategic vision, while clarity starts with a clear sales, marketing and loyalty strategy. Developing a cohesive strategy educates the entire company on the expectations. A clear and complete vision of the program will pre-empt a “let’s-slash-the-loyalty-budget” attitude. Educating company stakeholders is an ongoing process. Like anything else, if they don’t understand its value, you are not going to get their buy-in.

A GOOD PLACE TO START IS TO IDENTIFY A NUMBER OF COMMON MISCONCEPTIONS;

Clients often point out that many loyalty program members cheat and that making compliance rules stricter hardly seems to have any effect. It’s not like they’re all bad apples, it’s just that a lot of members seem to curb honesty, here, there and everywhere.