Training Objectives
Overall objective
- Understand the methodology, tools, and key concepts needed to build an effective loyalty program—one that appeals to your customers and addresses your company’s specific needs
Detailed objectives
- Understand the key concepts of corporate customer loyalty and loyalty programs
- Understand the different steps involved in developing a loyalty program and the tools associated with it
- Share examples of loyalty programs and stay up to date on the latest market trends
Who is this training intended for?
Target audience
Businesses: Marketing Managers and Staff
Level
All levels
Prerequisites
This course has no prerequisites
Training Program
Module 01
Key Concepts in Customer Loyalty
- Understanding the challenges of customer retention and loyalty programs
- Understanding the different types of loyalty programs
- Overview of the case study that served as the central theme throughout the two-day training session
Module 02
Define the priority targets and objectives of the loyalty program
- Gain a thorough understanding of your customer base and identify your top priorities
- Define specific objectives for each priority target
Module 03
Choose the loyalty program structure and design the offer
- Choose the loyalty program that best aligns with your goals
- Break down the components of the offer based on its mechanics (eligibility, generosity, rewards, support, etc.)
Module 04
Formulate the customer promise and the associated benefits
- Promote your offering through storytelling that highlights customer expectations and benefits
Module 05
Develop the promotional plan for the loyalty program
- Understand the step-by-step process for developing the program’s engagement plan (recruitment, engagement, re-engagement, program completion)
Module 06
Develop the curriculum outline for your program
- Understanding the key elements of program modeling
- Define KPIs and performance tracking tools
Module 07
Plan and execute your project
- Know how to organize and manage a project through its various phases (preparation, launch, and monitoring)
Teaching Methods and Adaptation
Teaching method
This training course alternates between presentations of the concepts, methods, and tools needed to design a loyalty program, hands-on exercises organized around a central case study, and discussions between participants and the instructor.
The training draws on numerous examples of loyalty programs from the Vertone Loyalty Program Benchmark (a multi-sector benchmark updated every two years and unique in the market).
Training materials are provided to participants as part of the course.
Adaptation of the training program
The training program can be tailored to the company's needs:
- Adjusting the duration of modules to suit the trainees' needs
- Customizing the materials and tools provided (incorporating the company's brand guidelines and logo)
- Designing practical case studies based on data provided by the company
Practical Information
The training will take place at our offices (7th arrondissement, Paris) or at the company's premises, and/or via video conference.
Each session can accommodate a maximum of 12 participants.
Assessment of Learning Outcomes
Satisfaction Survey
Funding
This training course may be covered by your company's training budget.
Accessibility and Disabilities
Our training programs are accessible to people with disabilities.
For more information, visit our section Accessibility
Fabienne Goarzin
Partner at Vertone & Marketing Trainer
