CMO Council to calibrate how Marketers are getting a business lift from Loyalty.

The Chief Marketing Officer (CMO) Council has launched a new authority leadership campaign, sponsored by Ricoh/IBM InfoPrint Solutions, to evaluate the degree to which loyalty and rewards program investments are contributing to business performance in today’s recessionary environment. Getting a Business Lift from Loyalty will audit and assess the levels of utilization and yield among loyalty programs, the best practices employed by loyalty leaders, and the most common problems besetting loyalty laggards who are not realizing the true value and potential of their programs.

The six-month campaign will audit and benchmark innovation and operational best practices in loyalty club programs, the value and utilization of customer data to drive response rates and revenue, and the mobilization of loyalty club members as active agents and advocates for acquiring new or repeat business. Interactions with leading marketers and operators of loyalty programs will seek to understand:

* Lifetime value, profitability and influence of members
* Level of active participation, predisposition and feedback
* Channels, methods, quality and regularity of communication
* Intimacy and knowledge of customers; use of personalization technologies
* Retention, attrition, churn, recovery and renewal of members
* Uptake of offers, deals, discounts and add-on sales
* Referral, recommendation and advocacy levels among members
* Creative activities and programs for growing community and affinity

The program will also include an in-depth analysis and pilot program that will leverage existing communication channels within loyalty club programs to create more precise and targeted engagements. These pilot programs, executed in partnership with the TransPromo consulting group of InfoPrint Solutions Company, will test, measure and quantify the efficacy of targeted, personalized communications leveraging customer data and personalization technologies to drive retention, growth, value and maximize business opportunities. Sectors to be targeted include retail, airline, hospitality, car rental, foodservice, grocery, financial services, insurance, communications, fitness/health, leisure, auto services, and business services.

For more information at http://www.loyaltyleaders.org>