Public Workshop Questionnaire

Which strategy helps increase customer loyalty?

By increasing speed of service by adding more staff at check-out to reduce line-ups.

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By hiring staff with experience in customer service.

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By understanding and focusing on positively changing behavior of best customers, or potentially best customers.

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By understanding and focusing on positively changing behavior of the least active customers.

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How can Loyalty Marketing programs benefit the Customer?

By creating a compelling value proposition with a blend of reward and recognition.

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By creating more purchase options for customers through an increased supply chain.

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By reducing the need for customers to order products online.

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By reducing purchasing costs for the customers.

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How can Loyalty Marketing programs benefit the Business?

By reducing the number of resources required to support customers.

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By reducing product costs for the business.

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By creating an increased supply chain with more product options.

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By creating customer insights which builds competitive advantage.

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How does Loyalty Marketing connect with the Customer?

Using mobile apps and online websites for purchases/transactions.

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Using classic human behavioral theory to create an emotional connection to the brand/company.

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Using sales and/or discounts to increase brand activity/transactions.

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Using new products to create a transactional connection to the brand/company.

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What provides the optimal value proposition elements which appeal to both sides of the brain (rational and emotional)?

Using rewards currency benefits like point or dollars for the customers/members.

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Using recognition benefits like special access/privileges for the customers/members.

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Using coupons/discounts to reduce customers/member purchases.

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Using an effective blend of both rewards and recognition benefits.

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What is a multi-tender structure in a loyalty program?

Enables capture of all spend regardless of tender type used and converts the spend to reward currency.

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Enables capture of spend from any type of debit or credit card, regardless of country who issued it, and converts the spend to reward currency.

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Enables capture of spend from any denomination of cash and converts the spend to reward currency.

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Enables capture of spend from and gift cards and converts the spend to reward currency.

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What is one of the benefits of tiering customers within a loyalty program?

Tiering allows for assigning different account active/non-active statuses.

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Tiering allows for applying one base rate to all customers/members.

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Tiering allows for program emails to be issued at the same time.

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Tiering allows for benefits to be applied according to customer value and potential value.

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What is a Program Structural Model?

This defines the ownership and operation of a loyalty program.

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This defines the value proposition of a loyalty program.

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This defines the marketing plan for a loyalty program.

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All of the above.

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What is a financial benefit of loyalty programs?

Loyalty programs modify behavior change, across desired segments to ensure transactions remain unchanged.

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Loyalty programs gather customers data to assist in reducing transaction costs.

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Loyalty programs reduce the costs for customers to purchase products online.

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Loyalty programs stimulate behavior change, across desired segments to acquire, grow and retain customers for higher profitability.

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How does a brand/company evaluate positive lift on customer behavior?

By assessing increased frequency of visits, shifting spend from competitors, retaining existing customers, and acquiring new customers.

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By reviewing the change in year-over-year brand/company stock price.

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By assessing decreased frequency of visits, spend shifted to competitors, loss of existing customers, and a reduction in acquired new customers.

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By reviewing product line costs against sales revenue to identify the sales margins.

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What comprises most loyalty program value propositions?

Value propositions are comprised of purchase discounts/sales.

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Value propositions are comprised of hard and soft benefits, but exclude tiered benefits, and targeted bonuses.

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Value propositions are comprised of hard and soft benefits, tiered benefits, and targeted bonuses.

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Value propositions are comprised of discounts to the brand/company from contracted service providers.

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What is the benefit of bonus funding in a program?

Bonus funding can be used to calculate customer enrollment numbers.

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Bonus funding can be used to assess the transactions processed weekly versus monthly.

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Bonus funding can be expanded to non-members who are not participating in the program.

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Bonus funding can be limited as well as targeted to top/potential customers rather than the entire base, because it’s easy to add value, but difficult to take it away.

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Where can member information be sourced from?

From the member at enrollment, by their ongoing transactions, and through members’ program activity.

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From competitor and market analysis completed prior to the launch of the program.

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From third party suppliers who sell market and personal data that can benefit a loyalty program.

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From credit card information obtained at the checkout.

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What does RFM represent?

Recency, Follow-up and Mandatory value of a member

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Returns, Frequency and Mandatory value of a member

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Returns, Follow-up and Monetary value of a member

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Recency, Frequency and Monetary value of a member.

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What is the best mix of rewards for a loyalty program?

An optimal mix of coupons and eCertificate rewards.

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An optimal mix of various brand gift card rewards.

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An optimal mix of attainable and aspirational rewards.

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An optimal mix of global travel rewards.

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What are the advantages of Soft Benefits in a loyalty program?

Creates a rational connection to a brand/program by appealing to the recognition of member value.

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Creates additional options for members to redeem their program currency.

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Creates an emotional connection to a brand/program by appealing to the recognition of member value.

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Creates reduced costs for members to participate in the loyalty program.

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Loyalty Management Systems must encompass the following minimum capabilities?

Capability to acquire reward members.

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Capability to engage reward members.

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Capability to transact with reward members.

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All of the above.

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What value is provided from a Member Database with a 360° Customer View?

Provides the ability to receive, update, view, and compare member data, external data, and program data.

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Provides the ability to connect all member data into a linear view.

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Provides the ability to exclude all pertinent member data, external data, and program data.

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All of the above.

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How does versioning communications benefit the program?

Enables multiple emails to be sent to one member.

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Enables communication which excludes member relevance such as tenure, tier, currency balance, redemption opportunities, and specific behaviors (or lack of).

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Enables communication through multiple email providers.

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Enables communication based on member relevance such as tenure, tier, currency balance, redemption opportunities, and specific behaviors (or lack of).

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Which example below identifies some tips for effective member communication?

Ensure Program branding is used, not just the brand.

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Ensure information and offers are relevant to the recipient member and personalized, where possible and applicable.

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Include aspirational offers to drive activity.

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All of the above.

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Resourcing to launch a new/ongoing program can be staffed from existing resources?

TRUE: Customer Loyalty Management is a part-time job and can be resourced within an existing company structure.

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FALSE: Customer Loyalty Management is not a part-time job and must have dedicated resources.

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Which stages of a program implementation requires a budget?

Idea creation, and program design & strategy.

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Pre-discovery, and business case.

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Project launch, and implementation, including contingency.

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All of the above.

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One key success for bonusing is?

Bonusing helps identify members versus non-members.

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Bonusing helps overcome low base funding rates.

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Bonusing helps track emails that have been opened and read.

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Bonusing helps manage base funding liability.

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One key success for tiering members is?

Creates aspirational benefits to drive activity for migration to higher-value tiers

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Creates an option for members to down grade their tier voluntarily.

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Creates a fee-based program with the same fee for all tiers.

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Creates a tier with very low-value benefits to ensure every member can be assigned to this tier.

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How do “soft” benefits create unique value for members?

Helps build emotional loyalty, there is no liability, can be tiered/targeted, and helps promoted dialogue.

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Helps brands eliminate issuing any benefits in the program.

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Helps increase brand profitability.

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Helps build a database for the brand.

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Brands should give the same soft benefits to all members.

True, the fairest action is to give soft benefits to everybody in the program.

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False, if you give soft benefits to everybody in the program, then they aren’t special.

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What is one of the best practices for the information Member Care teams should have access to support the Loyalty Program?

Access to all program terms & conditions and FAQs.

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Access to all upcoming brand sales information.

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Access to the brand location contact information to transfer loyalty program calls/emails to the location where the member is attached/shops.

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Access to loyalty program information isn’t required.

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How do you effectively and efficiently manage the knowledge and skills of Member Care Agents?

By mandating all Care Agents must enroll in the brand loyalty program.

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By hiring only college graduates.

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By structuring effective training, quality assurance and coaching for the Member Care Agents.

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By paying higher hourly rates/salaries than competitors.

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What is the definition of mobile loyalty?

A service that allows you to collect & redeem loyalty ‘credits’ at the point-of-sale using a mobile device.

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A service to track all members' movements.

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A service for the brand to collect member data to increase brand profitability.

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A service for members to receive and read email from the brand for upcoming sales.

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What is one of the best practices in mobile communication?

Being totally separate from the loyalty management system and member database.

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Being available only for the top member tiers/segments.

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Being available only for the lower member tiers/segments.

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Being totally integrated with the loyalty management system and member database.

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Public Workshop Questionnaire

Public Workshop Questionnaire

Public Workshop Exam

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