Why Read This
Forrester's Customer Loyalty Program Review Scorecard evaluates internal loyalty program business processes and member experiences with a given program. The business process review evaluates a marketer's loyalty program strategy, governance, Customer Intelligence, execution, and data. The member experience review considers a loyalty program's enrollment and rewards process, communications value, presentation, and privacy. The business process evaluation includes 16 criteria, and the member experience evaluation includes 10 criteria, evaluated on a -2 to +2 scale, where a -2 is a strong fail and a +2 is a strong pass. To pass, programs must score a total of 26 points or higher.