THE DESIRE FOR DATA Loyalty programmes require customer data if they are to be effective. But it must be collected legally and with client privacy in mind, writes RODNEY WEIDEMANN
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o best determine matters of customer loyalty or to ensure the right people are rewarded in the right way, having access to relevant customer data is the most important tool in any loyalty programme’s arsenal. The question is: how can loyalty programmes best gather useful data in a way that is both legal and efficient? HEALTHY DATA Avsharn Bachoo, CIO at Anton Keet, head of risk Comair, says that data is services at 1Life, notes necessary to better understand that Pulse is a health and meet consumers’ needs. It management programme also enables loyalty programmes focused on rewards, to create personalised consumer rather than loyalty, but experiences. “The information adds that the success of used encompasses personal any programme depends Avsharn Bachoo data, such as names and email on the usefulness and addresses; engagement data, accuracy of the data. relating to their interactions with our “With 1Life Pulse, our aim is to help members website, apps and social media pages; improve their health by making them aware behavioural data, such as purchase of critical health markers and incentivising histories and product usage; and them with increased life cover as they use attitudinal data, which relates to metrics the programme and improve on consumer satisfaction.” their health. To best achieve Comair uses this data to build segmented accuracy, it is crucial to use consumer profiles for personalisation, technology that has proven cross-sell, up-sell, next best offer, future its scientific accuracy, and to sales or marketing efforts, Bachoo explains. partner with an experienced “It helps us understand market trends and and reputable provider – as shifting consumer behaviour. It is also useful we have with LifeQ.” for discovering what consumers want now, LifeQ COO Christopher and what they will want in the future, through Rimmer says that by predictive analytics.” leveraging an in-depth Clicks managing executive Vikash Singh knowledge and understanding indicates that gathering such data remains of human physiology and systems biology, vitally important as it enables Clicks to their team of scientists and technologists connect with customers by providing developed four health scores directly related benefits and rewarding points, and through to long-term mortality risk: heart, sleep, personalised special offers and promotions. fitness and lifestyle/activity. “Customers are “Of course, compliance with the legal expected to wear a supplied smart device protection of customers’ privacy and personal 20 days out of every month. This is tracked in data is extremely important to Clicks. the easy-to-use mobile app. Every time they Therefore, we implement a variety of security get a little extra sleep or go for a walk, for measures that accord best practice. These example, they are growing their life cover are constantly reviewed and updated.” as they grow their wellbeing.”
“THE DATA FORMS A CRUCIAL PILLAR OF INCENTIVISATION AS IT MEASURES IMPROVEMENT IN WELLBEING AND REWARDS THE USER WITH ADDITIONAL LIFE COVER ON THE BASIS OF THIS.” – CHRISTOPHER RIMMER, LIFEQ 30
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TOP-PERFORMING DATA ANALYTICS SOFTWARE FOR REWARDS SCHEMES If your business is seeking to implement a loyalty or reward scheme, you could do worse than consider one of these solutions, reputed to be the top software in Africa. • Influitive • Talon.One • Tremendous • White Label Loyalty • Zinrelo • Loyverse POS • Fivestars • Tango Card • Tribe • SmartMatchApp Source: SourceForge.net
With the data covering such a wide range of health markers, programmes can be tailored for individuals, suggests Rimmer. “So it could be used to incentivise healthy people to stay healthy or to improve those whose health is below average, through programmes Anton Keet targeted to their specific needs. The data forms a crucial pillar of incentivisation as it measures improvement in wellbeing and rewards the user with additional life cover on the basis of this.” For Comair, the most valuable is behavioural data, including details such as purchase histories and product usage. “This allows us to create personalised offers for individuals based on specific behavioural history,” says Bachoo. “For instance, for an airline flight sale, personalised offers can be sent to specific individuals based on us already knowing their preferred destination, the time of the day they enjoy flying and their budget – based on their past spend. This also provides opportunities to cross-sell or upsell ancillary products such as car hire or insurance.”
L O YA LT Y & R E W A R D S
2021/11/10 11:25 AM
