‘How much will this loyalty project cost?’ Unfortunately, I never have the magic wand to conjure up an immediate response. There are so many critical components to creating a robust business case?” – Amanda Cromhout
Business case & modelling
There are three main components to beginning the commercial evaluation process.
Programme uplift from customer behavioural change
Upfront (capitalised) expenses
Ongoing (operational) expenses
The expense lines of the business case are somewhat easier to predict than the commercial uplift expected from a loyalty programme.
The cost of the programme build obviously depends on many factors and, in particular, the decision regarding in-house IT solution or external technical vendor to drive the loyalty programme capability.
For ongoing programme costs, we must place greater emphasis on regular member engagement, people costs and of course all elements of the rewards offering of the loyalty programme.
Truth assists its clients in creating the loyalty business case either from scratch or working with existing commercial models and inputting loyalty scenarios.
Client testimonial
“Truth is always on top of new developments in CRM and loyalty and was an early pioneer in this area in the South African marketplace.”
Truth has helped us restructure New Media to the leading content marketing agency it is today. Amanda has made a positive impact both on our bottom line and on our company ethos. Truth is always on top of new developments in CRM and loyalty and was an early pioneer in this area in the South African marketplace. Combining great professionalism, a partnership approach, a depth of knowledge together with the warmth and humour that Amanda brings to any project makes Truth an outstanding company to work with. It has always been a pleasure.
Bridget McCarney, Former Managing Director, New Media.
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