You just found out you’re a loyalty laggard. Now what?

Emily Collins

Blogged in collaboration with Samantha Ngo, Senior Research Associate, serving Customer Insights professionals.

After taking the customer loyalty assessment, you know whether you’re a laggard, learner, leader, or legend:

Great, but you’re probably thinking "Where do we go from here?" You need a game plan that clearly identifies where and how improvements should be made. To do so, take the gaps in your current approach and prioritize your tasks based on whether each one is a:

  • Need to have. These are non-negotiable tasks that will make or break your graduation to the next maturity level.
  • Want to have. These are important, but not critical tasks for taking your maturity to the next level.
  • Nice to have. These tasks come in handy for differentiating your loyalty approach, but have little bearing on your maturity level.

Priorities will differ for each stage of loyalty maturity and I lay out examples of these needs, wants, and nice to haves in my recent report, Craft A Customer Loyalty Strategy That Raises Your Maturity. Do you have a plan?