202 – Principles of Soft Benefit Design

Many loyalty programs fail because they focus solely, or too squarely, on the hard benefit side of the value proposition- in many cases, offering a point-per-dollar or simple discounts with no attempt to address the emotional side of customer loyalty. In this course, students will learn how to incorporate soft-benefit recognition elements—special access, special privilege, unique experiences, and differentiated customer service—into their loyalty programs. Students will also learn the basics of incorporating soft benefits into their financial and segmentation models. This course places special emphasis on the top 10 best practices in soft benefit design.