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Loyalty Managed Services

Purpose of this document​

This document provides business, technical (including configuration), and implementation details for specific features within the ES Loyalty feature set. This document specifically addresses a subset of functionality centred on managed services for loyalty.

Loyalty program design​

Program design services range from end-to-end program design (including goals discovery, market and customer research, data analysis, business case, strategic recommendation, technical requirements, and implementation plan) to best practice sharing at the time of program implementation.

Working together with the client, ESI designs the complete program structure, resulting in a program that meets the client's business goals and supports the experience they want to offer customers both online and in-store. Areas covered include:

  • Program structure, rewards, and benefits
  • Member experience, onboarding strategy, and member lifecycle
  • Launch strategy and loyalty marketing plan
  • Loyalty business processes

Account management and program strategy/optimization​

dedicated FTE.

ESI offers a full complement of account management and ongoing program strategy services. Services include, but are not limited to:

  • Stakeholder relationship management
  • Status meetings and project management
  • Addressing platform and program-related questions
  • Ongoing training, knowledge transfer, and orientation
  • New project intake and prioritization
  • Strategy meetings with cross-functional ESI Loyalty subject matter experts
  • Member engagement and communication enhancements

Advanced analytics​

dedicated FTE.

Analytics resources to perform ad-hoc queries, segmentation, modeling and profiling, campaign and promotions strategy, post-campaign analysis and results, and more.

Data scientists, statisticians, and computer scientists provide services designed to support loyalty program performance, assist with member lifecycle management, and generate advanced analytics such as modeling, segmentation, and market basket analysis.

Promotions/campaign strategy​

Offer strategy design, financial modeling, setup, and optimization, leveraging advanced analytics.

Offer strategy is centred on a framework that uses a phased approach of increasingly sophisticated offers that meet member needs more directly over time.

Financial modeling is used to ensure the program's core concept is profitable and aligns with the client's business case. The financial modeling process identifies all costs and additional revenues over a specified period. The modeling includes:

  • Implementation costs (technology enablement and marketing components)
  • Management costs (rewards, communication, ongoing training, and promotions)
  • Revenue generated by members' additional spending and customer acquisition (ROI)

Member communications management​

Communications strategy, design, and ongoing management of communications deployment, leveraging the client's ESP or ESI's internal capabilities.

ESI develops communications strategies and related collateral to support the client in communicating with their loyalty program members.

Card production management​

A managed service to facilitate the creative design and production runs of physical loyalty cards, leveraging ESI's card production partner.

ESI manages production of both physical and digital member cards across all phases of the production cycle. This includes:

  • Selecting the card type
  • Creating the design and creative elements
  • Obtaining client approvals
  • Administering the card production program
  • Producing test cards
  • Establishing or renewing the client's card pool
  • For physical cards: working with trusted printing vendors to produce the cards

Member website/mobile app design, development, and hosting​

Design, development, and hosting of a standalone member website and mobile app to support the loyalty program, leveraging either in-house resources or best-in-class partners.

ESI's in-house creative and UI team can support creative needs for the member website and mobile app. Alternatively, ESI can work with the client's preferred creative agency to integrate creative assets.

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