106 – Creating a Customer Value Proposition

In this course, students will learn the best practices and proven models for designing the core of any loyalty marketing effort: the value proposition. Students will learn about the principles of an effective value exchange, the difference between hard and soft benefits, the role of various hard and soft benefit options in the value exchange, the difference between free and fee-based programs, program tiers, and the optimal mix of recognition and reward. Students will also learn how basic customer segmentation plays into value proposition design.