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James Riley

Director and Head of Analytics and Insights, APAC and Middle East
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Recent Posts

How Big is Your Churn Problem?

Posted by James Riley on Apr 30, 2019 12:22:03 PM

Every loyalty or CRM program has a churn problem. The question is, how big is the problem?

Setting Expectations of Churn

The definition of churn can vary enormously by industry and transaction frequency. Once you define your churn, before you set targets and compare to industry benchmarks, reflect on your core business KPIs and the maturity of your program.

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Topics: Customer Data & Analytics, Personalization, Financial Institutions, Telco, Retail, Travel & Hospitality, CPG, SmartJourney®

Data-Driven Onboarding Generates Loyal & Engaged Members

Posted by James Riley on Jun 18, 2018 10:50:11 AM

Acquiring a new member to your loyalty program is a great sign of growth; it’s a sign your member base is getting larger and therefore your revenue and margins are growing. That’s the usual perception and the reason why many marketers spend a disproportionate amount of their budgets on various forms of Above the Line (ATL) communication to attract new members. In reality and in most cases, this is the wrong approach. Yes, creating awareness of your brand and loyalty program is absolutely necessary and this is clearly required to attract new members. However, don’t think that your job is done once the new member picks up their loyalty card and walks through your door for the first time.


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Topics: Customer Data & Analytics, Personalization, Retail, SmartJourney®