Auditing your loyalty programmes

1. Providing Competitive Intelligence & Benchmarking Your
Loyalty Programme
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2. According to Bain only 22 percent of the world’s
major firms achieved growth of 5 percent a year
over a ten-year period from 1994 to 2004

3. Flow Line
1. The Need for Loyalty
2. What is LM Index?
Programme Benchmarking
3. Key Benefits of LM Index 4. How Does it Work?
5. Investment Options

4. The Need For Loyalty Programme
Benchmarking
Ability to plan rear
guard action quickly
Get Intelligence on Advance information
Competitive on competitive activity
Loyalty
Programmes

5. The Need For Loyalty Programme
Benchmarking
Eliminates the need
to ‘re-invent the wheel’
Adopt Ability to constantly
Ability to introduce Global Best Benchmark with the
new services ‘best’ in category
Practices

6. The Need For Loyalty Programme
Benchmarking
Ability to build a bank
of ‘benefits’
Identify
Strengths & Ability to identify
Weakness weakness of programme
of Your Loyalty structure
Programmes

7. What is LM Index
An example
LM Index of Credit Card Loyalty Programes
9
7.8
8
7 6.4 6.2
6 5.07 4.9 5.01 4.8
5
4
3
2
1
0
Citibank Maybank RHB Hong Leong OCBC AmBonus Sphere
Rewards Treats Point Rewards Rewards Rewards Rewards Rewards
Program Rewards Programme Programme Programme Programme
An Online Index that evaluates the strength of
loyalty programmes

8. What is LM Index
A Neutral Online report that highlights the
status of loyalty programmes

9. What is LM Index
An example
Sphere Rewards 68
UOB UNIRinggit Rewards 68
HSBC Rewards 145
AmBonus Rewards 106
OCBC Rewards 39 Total # of Brand Partnerships
Hong Leong Rewards 97
RHB Rewards 62
Maybank Treats Point Rewards 170
Citibank Rewards 112
0 20 40 60 80 100 120 140 160 180
Evaluates different parameters of loyalty programmes

10. What is LM Index
An example
Sphere Rewards 0.73%
UOB UNIRinggit Rewards 0.25%
HSBC Rewards 0.55%
AmBonus Rewards 0.74%
OCBC Rewards 0.58% Awards Payback
Hong Leong Rewards 0.54%
RHB Rewards 0.35%
Maybank Treats Point Rewards 0.63%
Citibank Rewards 0.70%
0.00% 0.10% 0.20% 0.30% 0.40% 0.50% 0.60% 0.70% 0.80%
Shows strengths and weaknesses of loyalty
programmes

11. What is LM Index
Tracks Competitive Offers & Communication

12. Key Benefits of LM Index
4. Provides
Improvisation
Tips on
Loyalty
Programmes
3. Gain
Competitive
Advantage
2. Assists in
Taking Timely
Actions
1. Measures
True Loyalty

13. How Does LM Index Work
◘ 1st Step – Scoping
Assess the parameters of loyalty programme
◘ 2nd Step – Conducting Study
Use online/offline research methodology
◘ 3rd Step – Creating LM Index
An online index is created to benchmark
company’s loyalty performance against peers

14. Customised Investment Options
Adhoc Basis Annual Subscription
OR Basis

15. Where Do We Go From Here?
Call Rajeev at 0126301137 or e-mail rajeev@loyalty-matrix.com
to discuss next steps