TO ENCOURAGE LOYALTY, UNDERSTAND THE CUSTOMER
To develop the Loyalty Program Strategy, Fig Tree Digital undertook a Data Audit and Background Research Plan, to define the Customer Strategy as well as clarify Business and Marketing Goals. The development of customer segmentation and user experience mapping for the GSR Loyalty Program was based on our review of the customer experience and behaviour audit, which included qualitative customer research with focus groups to gather values based and direct customer feedback, as well as customer profiling, lifestyle and lifetime value. An Internal Stakeholder Workshop was held to further explore and define the customer journey and loyalty requirements within business units.
A digital and technology audit was also completed to address existing and new technology requirements for the new Loyalty Program.
Overall, our GSR Customer Loyalty Program Recommendations included Program and Customer Strategy and Direction, Program Metrics and Measurements, Customer Advocacy, Segmentation and Rewards, Collaboration and Partnerships, Technology recommendations and Marketing Program Communication.