Examining The Member Interactions Of Five Major Loyalty Programs

Forrester applied its new Customer Loyalty Program Review methodology to five popular loyalty programs from the retail, travel, and financial services industries. The results of the evaluation — which assesses program enrollment and rewards processes, communications value, presentation, and privacy — show that these programs generally understand basic, but not advanced, loyalty program practices. While none of the programs we reviewed earned a total passing score, they received more positive points in the presentation category than in any other category. To improve the member experience, firms should evaluate their own programs against the Customer Loyalty Program Review criteria.