Creating the vision
A loyalty vision is an idealised picture of the future of the business with a successful approach to customer engagement.
This is the first step in strategic planning providing the direction required from the senior management team that allows middle managers to deliver with confidence. If the senior management team have any doubts about the effectiveness or longevity of a loyalty strategy, they might be best advised not to embark on the journey.
Creating a strong loyalty vision is one of the most important steps towards defining a successful consumer focussed business, creating the imagery of what success looks like and compelling the organisation to strive to achieve it. The loyalty vision can become the drive that transforms a business into a strong, vibrant, focussed business that is confident about positively rewarding good customer behaviours that underpin a positive bottom line return on the investment in the loyalty strategy that follows the vision.
A good loyalty vision must define the direction and purpose of the loyalty initiative/strategy to be followed whilst also setting the standards of customer excellence that reflect honesty and integrity. A legacy left by Sir Terry Leahy, ex CEO of Tesco, was the loyalty vision he created, he defined the Tesco loyalty vision to be “we are here to earn the lifetime loyalty of our customers”. This inspirational message is simple, clear, enthusiastic and easily understood.
LCUK recommends that an organisation contemplating the deployment of loyalty techniques, should start by defining the core values of the for ? good customer behaviour, defining the purpose of a loyalty scheme or loyalty treatments, explaining what the future of the business looks like with a successful approach to customer loyalty and then clearly articulating, communicating, and living the vision with every opportunity.