Loyalty Management Platform

• Disconnect between acknowledgement and intention to change - Although the gaming and hospitality industry has good intentions, with 94% of surveyed organizations wanting to drive guest loyalty, they fall short in acknowledging that updating and integrating the marketing tech stack is the key to smooth operations. (Hospitality Technology, 2021).
• Agility is critical for digitization - To digitize the customer experience, the organization must digitize the operation through agile approaches to processes and the implementation of customer-centric platforms.
• Your loyalty platform must enable digital loyalty transformation - The loyalty management solution has a role to play in the entire customer journey and lifecycle of the organization’s members.
• Stay ahead of the curve to be competitive - Organizations that have modernized their tech stack in preparation for the implementation of digital initiatives will be ahead of the curve (21%), while the rest (79%) will struggle to develop a guest-centric, unified, and agile loyalty program. (Adobe, 2021)
• Assess the capabilities and limitations of your loyalty system - An agile pivot from traditional toward a digital loyalty program will require the assessment of the current core loyalty management solution to see if the platform can handle digital transformation. To power today’s most sought-after use cases, organizations must investigate the capabilities and limitations of their loyalty management platform.

The industry acknowledges the need to change...

94%

...but has little intention to change.

21%

A successful solution will result in the following:

• Expansion and optimization of guest data.
• Increased reach of communication by addressing the demand for digital interaction.
• Prioritization of the user journey which increases the opportunity for personalized and relevant content and conversion rates.
• Minimized manual processes; maximized process automation.
• Increased marketing autonomy and flexibility.

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IT’s Role in Enhancing the Organization’s Loyalty Program

1 – Digital Loyalty Program Opportunities
Careful analysis of pain points, gaps, and opportunities within the loyalty program is the core estimation of effectiveness and a way to determine digital initiatives to enhance your program.

Focus of Report
2 – Loyalty Platform Solution Vendor
Select a system that aligns with marketing’s strategic goals and opportunities.

3 – Data and Integration Strategy
With digital loyalty program opportunities in mind, optimize your data & integration strategy.

1. Digital Ecosystem
   • Definition - Refers to an environment of interconnected IT systems and processes.
   • Lay the foundation for upcoming high-value implementations and build for expansion - Your loyalty management environment must allow for the connectivity of systems (technology and people) and processes (channels and strategy), so that your organization is in a better position to take advantage of projects in the coming years.
2. Experience Platform
   • Definition - Refers to a system that sits on data to manage both operational and customer experiences.
   • Lay the foundation for guest engagement and build for an optimal experience - Your loyalty management environment must drive engagement for customers and enable the ability for the business to make the right decisions in improving marketing and service.

A poor platform selection may result in risks:

• Misalignment between IT and the business, and the organization and selected vendor.
• Insufficient focus on user stories.
• Lack the monitoring of all integration points.
• Inability to scale the solution with the growth of the program.

Different types of value your organization creates

The way that your organization creates value

Value Streams
A value stream refers to the specific set of activities an industry player undertakes to create and capture value for and from the end consumer.

Value Chains
A value chain is a ”string” of processes within a company that interrelate and work together to meet market demand. Examining the value chain of a company will reveal how it achieves competitive advantage.

Each value chain has a stakeholder associated with it. This is the primary stakeholder that seeks to gain value from that value chain

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Processes

Objective

KPI Metrics

Guest Profile Management

Loyalty Scheme Management

Loyalty Event Management

Partner Management

Loyalty Administration

Accessibility and ability to successfully use data to segment out and identify accurate guest profiles (Profile/Segmentation Quality).

Based on guest profiles, flexibility and agility to design and develop loyalty schemes that engage the right customers.

The ease of developing, designing and coordinating loyalty events for high value members.

Ability to successfully management partnerships through collaboration as well as the number of partners engaged with and their contribution rate.

Ability to maintain a flexible rules engine that allows for a complex network of rules and tiers with the goal of providing transparency to guests.

Customer Acquisition Cost, Usage, Time Spent

Customer Lifetime Value, Active Engagement Ratio, Reward Redemption Rate, Customer Churn Rate, Reward Liability Rate

Conversion Rate, Transaction Accuracy, Average Basket Size

Engagement Ratio, Revenue Increase, Number of partners, number of partner-related schemes, sales volume, gross margins via partners

Customer Satisfaction Score – Survey Feedback (Education of Limitations), Customer Retention Rate, First Time Resolution Rate

Enrollment

Promotions and Incentives

Member Service Integration

Transaction Processing

Behavior Tracking and Analysis

Guest attraction to loyalty program and from there, usability and user-friendliness for guests to enroll in a loyalty program.

Right guest, right time, right message, right channel.

Ability for front-line staff to successfully support and service members

Ability to distribute Points, Rewards and Perks to the appropriate guests with speed.

Ability to track and analyze loyalty program member behavior.

Enrollment Rate, Customer Acquisition Rate, Click-Through Rate, Conversion Rate, Customer Attention, Frequency

Customer Lifetime Value, Active Engagement Ratio, Reward Redemption Rate, Customer Churn Rate, Reward Liability Rate

Customer Lifetime Value, Customer Churn Rate, Customer Satisfaction

Transaction Accuracy, Conversion Rate, Usability, Point Scoring

Customer Acquisition Cost, Customer Lifetime Value, Sentimental Analysis

Adopt the Right Deployment approach

Evaluate the Loyalty System Vendor Landscape

What tasks can I complete?

• Document and view member details and loyalty activities such as:
  • Demographics
  • Tier level
  • Name
  • Birthday
  • Email
  • Phone number

How does it impact my business?

• The ability to recognize the value and details of the organization’s loyalty members, capitalizing on improved member relationships.
• A full 360-view to help discover customers’ purchasing habits, opinions, and preferences to learn about members and produce well-informed decisions.

What are potential end-user or customer challenges?

• When members are not identified, or limited information is documented, brands are left with data gaps, limiting the guest profile detail.
• The loyalty system does not provide any features for non-members or captures visitor information (such as registering for on-property Wi-Fi when it should provide features to help convert non-members to members).

What tasks can I complete?

• Define program characteristics, specifically:
  • Earning rules to identify activities that a member must complete to earn rewards.
  • Redemption rules to identify when and how a customer can redeem rewards.
  • Loyalty reward point limit per loyalty card to reduce loyalty fraud.
  • Accruals, tier processing, point expiration, etc.
  • Experiential perks and benefits based on tier structure.

How does it impact my business?

• Effective rules administration provides customers with unique earning opportunities based on loyalty status, offering great incentives and rewards to members who purchase or are engaged more frequently.
• Rules will maintain the integrity of the loyalty program and mitigate business and financial risks.

What are potential end-user or customer challenges?

• A loyalty system with limited attention to establishing fraud controls and threshold alerts can increase fraudulent risk that will negatively impact the brand.

What tasks can I complete?

• Onboard program partners, making products eligible for rewards and redemptions.
• Manage partnerships including:
  • Agreement and loyalty terms for member rewards and redemptions.
  • Points block.
  • Billing.
  • Accrual template.

How does it impact my business?

• Provide new revenue source potential for the organization and expand the partner ecosystem to create valuable relationships that will improve member engagement.

What are potential end-user or customer challenges?

• Inability for the system to onboard partners, monitor their activity, and assess the value of their loyalty products/services.
• Manual method to manage partnership (points block, billing, etc.) rather than automated processes.

What tasks can I complete?

• Set up multiple types of rewards that would be offered in a loyalty program (i.e. Buy X, Get Y, Gamified Loyalty).
• Manage and cap reward inventory by location, availability, etc.
• Automatically trigger and configure experiential perks and benefits.
• Reward eligible behavior.

How does it impact my business?

• The ability to reward valuable customers based on behavior, point accumulation, etc. can increase member engagement.
• An extensive and engaging rewards catalog with little to no complexity can reduce the organization’s point liability.

What are potential end-user or customer challenges?

• Limited member engagement if the rewards are not appealing enough.
• Lack of breadth and depth of rewards can lead to member dissatisfaction.
• Overreliance on transactional mechanics with member desire for behavioral or attitudinal rewards.

What tasks can I complete?

• Utilize content editor to configure a loyalty marketing tactic’s text, image, layout, font, etc.
• Directly publish the loyalty marketing tactic to the organization’s digital channels.
• Manage loyalty marketing tactic’s metadata such as workflow status, dates, editors, etc.

How does it impact my business?

• Allows the end-user to build and manage the loyalty program and its marketing tactics without the need for coding skills, and instead relies on the feature’s user-friendly interface (drag and drop, templates, etc.) to accomplish the configuration and publishing of content.

What are potential end-user or customer challenges?

• Complicated program design and mechanics for:
  • End-users who may experience lengthy time-to-deployment and reliance on coding skills.
  • Members who may lack the patience for complex or unattractive program navigation.

What tasks can I complete?

• Directly manage the calendar for loyalty schemes and campaigns.
• Apply specified earning and redemption rules to a loyalty scheme or campaign.
• Assign loyalty schemes and campaigns to channels.
• Process loyalty schemes and campaigns with the ability to configure design.
• Set up vouchers for discounts and produce or service experiences.

How does it impact my business?

• If there is enough attention detail on the marketing content, the organization can reduce customer churn and increase customer lifetime value by engaging members in various loyalty schemes and campaigns.
• This provides the ability to increase the ‘earn’ in ‘earn + burn’ by building creativity and focusing on guest desires. Examples of desired loyalty schemes include discounts, chance-to-win, etc.

What are potential end-user or customer challenges?

• Limited member engagement if the loyalty campaigns and schemes are not appealing enough.
• Overreliance on transactional mechanics with desire for behavioral or attitudinal marketing.
• Lack frontline feedback marketing mechanism to learn about the member experience.
• Non-automated campaign management process where the delivery of offers, promotions, and campaigns can be cumbersome to manage.

What tasks can I complete?

• Precisely create segments with a loyalty management system’s segmentation strategy categorized in one of three buckets:
  • Mass: No form of personalization and does not leverage guest data.
  • Segmented: Minimal consumer data is used with segments based on demographics, geography, etc.
  • Dynamic: Leverages large-scale individualized consumer data, involving ongoing optimization of offers with ML-based enablement for personalization.

How does it impact my business?

• How simplistic or complex the guest segment approach is will affect how targeted and personalized the loyalty program offerings and communications will be.
• A personalized loyalty strategy will enable behavioral and attitudinal loyalty rather than solely focus on transactional loyalty.

What are potential end-user or customer challenges?

• Unknowingly or knowingly targeting ‘free rider’ behavior; that is, customers who enjoy benefits without increasing spending or providing value to the organization.
• The loyalty system has no segmentation features, or offers a fixed set of segmentation capabilities.
• A system with the mass or segmented strategy will not be able to personalize the experience to what a customer requires.

What tasks can I complete?

• Define, manage, and target personalized offers online and on-property.
• Test and tweak to develop an optimized personalization strategy.

How does it impact my business?

• Provides customer relevancy, focused more on the loyalty member and their engagement than relying on brand sentiment.

What are potential end-user or customer challenges?

• The loyalty system does not allow member information to personalize member experiences, or it offers a fixed set of personalization features.
• Guests do not believe that the schemes and rewards they receive are relevant.

What tasks can I complete?

• Evaluate loyalty program, member spending, and engagement.
• Create dashboards that include performance indicators.
• Analyze point liability.

How does it impact my business?

• Ability to evaluate the success of the loyalty program and generate accurate decisions based on results.
• Better understanding of most valuable customer segments.
• The team can analyze the customer relationship and predict or optimize specific marketing interactions.

What are potential end-user or customer challenges?

• Lack of customer relevancy with insufficient input or consideration of guest needs and behaviors.
• Reliance on data science team to either create reports or build reporting programs.
• The loyalty system provides pre-built reports or deep analytical reports about activity history, but not a visual designer to create analytics reports and dashboards.

What tasks can I complete?

• Offers API capabilities and the ability to integrate:
  • Customer Data Platform
  • Transaction/eCommerce Engine
  • Events Tool
  • CRM/Player Host Tool
  • Mobile Application
  • Omnichannel
  • Social Media
  • Conversational Care

How does it impact my business?

• Enables an enterprise view of the guests while providing a seamless guest experience throughout each touchpoint and channel.
• Provides the ability to monitor all integration points.

What are potential end-user or customer challenges?

• The loyalty system is not integrated or is only integrated with some touchpoints, causing a siloed loyalty program experience where channels are not integrated and do not provide a cohesive, consistent experience.
• Jamming together systems that were never meant to work together, organizations can face costly integrations and end up frustrated with a solution that doesn’t work well.

Determine Loyalty Functional Support for Loyalty Value Chains

Evaluate the Loyalty System Vendor Landscape

• Decreased level of complexity.
• Improved ability to manage single vendor relationship.
• Decreased costs as a result of bundling.

• Offers extremely broad and deep functional capabilities, offering maximized value and solution functionality.

• Keeps your guest experience stack on the same vendor, reducing your solutions architecture.

• Provides extensive capabilities for organization-specific customization, enabling the highest ability for differentiation compared to other methods of deployment.
• Supports data residency requirements (or preferences).

• Capabilities and integration can be limited by vendor's prerogative, with the potential of extremely broad and basic functionalities.
• Need for substantial adjunct add-ons to meet all functionality

• Customization concerns as it may not meet all the business’ requirements.
• Increased vendor cost.
• Increased vendor management and support required to maintain and operate systems.
• Increased complexity level during integration and ongoing operations.
• Unclear data ownership.

• Cost and dedicated resources needed in-house to augment the existing CRM platform.
• Increased vendor cost.
• Some organizations will feel it's only suitable if they have a CRM solution already.

• Latent costs associated with the maintenance of a homegrown systems such as costs of application maintenance, development team time and effort, data security, and lack of sufficient integration with other applications in the guest experience ecosystem.

In-house resources and capacity such as skills and access to IT teams.

The extent of integration the loyalty program will need as decided by the organization.

Consider the cost model preference of the organization: Capex vs. Opex.

The extent to which the deployment model will allow the organization to scale up as demand changes.

Consider the current limitations and preferences of the organization based on existing architecture.

The extent to which the deployment model will allow the organization to govern their own data based on data and sovereignty requirements.

The breadth and depth of capabilities needed depending on how complex the organization wishes the loyalty program to be.

49%

Percentage of respondents whose loyalty program is managed by in-house technology and are satisfied with their loyalty program.

63%

Percentage of respondents whose loyalty program is managed by a loyalty technology solution vendor and are satisfied with their loyalty program.

21%

Percentage of respondents who want to run the program in-house.

44%

Percentage of respondents who want a third-party technology for their loyalty program.

Regardless of the deployment approach, organizations should reduce IT dependency

Low-code and no-code (LCNC) is key to digital transformation

Organizations must use this push to reduce dependency on the IT department, which will introduce self-reliance and intuitiveness while creating productivity and efficiency.

44%

Surveyed organizations that contain a marketing department that relies on IT to manage the loyalty program. (Antavo, 2022.)

37%

Organizations that see improved productivity, automated manual processes, and streamlined workflows from LCNC (TechRepublic, 2021.)

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Determine Loyalty Functional Support for Loyalty Value Chains

Adopt the Right Deployment approach

In-Scope

In-Scope

Vendor Quadrant

Legend

Vendor Functionality
Does the vendor have a strong breadth and depth of capabilities in the player host software space?

Vendor Footprint
How big is the vendor? What’s the viability of the vendor? Do they have a valid roadmap?

Vendor Name

Headquarters

Employees

Presence

Deployment approach

Loyalty Marketing Product Highlights

• Sits behind a massive Salesforce ecosystem (Marketing Cloud), offering the integration of solutions that could enable an optimized loyalty program focused on the guest, rather than sole loyalty mechanics.
• The solution enables the engagement of members in other channels such as sales, service, and frontline operations (Member Experience Integration Value Chain Process)
• Although it does not come “out-of-the-box”, a Salesforce loyalty solution can enable trends, initiatives, and strategic functionalities that can enable loyalty program optimization. Differentiating abilities include the enablement of bots, automation, workflow, personalization, and low-code.
• Impressive partnership management by going beyond administration, and taking on a B2B approach, using the Benefits Management functionality to trigger benefits in the partner network to diversify benefits, promotions, and rewards, while also incentivizing partners to perform and drive bottom line.

• Although not transparent in price, the software is admittedly pricier than a player host tool specifically because it’s connected to a wider CRM solution and does not come “out-of-the-box”.
• Further, the cost coupled with the dedicated resourced required in-house to augment the platform may be a drawback for the organization.

• Founded in 1999.
• A recognizable brand with a global presence and a trustworthy track record.
• Caesars Entertainment is a recognized client, having implemented the Marketing Cloud solution.

Vendor Name

Microsoft

Headquarters

WA, USA

Employees

10,001+

Presence

NASDAQ:MSFT

Deployment approach

CRM

Dynamic 365 Product Highlights

• Sits behind a massive Microsoft ecosystem with a host of Microsoft integrations at the organization’s disposal.
• Includes a variety of channel set-ups including on-property, online, and call center.
• Offers a wide variety of vendor support methods: FAQs, product guides, update videos, user forums, troubleshooting, and email and phone support.

• It is not considered a standalone product for a loyalty management system, with the need to implement the entire CRM product. Depending on the organization, the CRM may be deemed out-of-scope in terms of affordability and feature breadth.
• Unlike Salesforce in terms of product context, Dynamic 365 does not offer features to optimize the loyalty program. There was no mention of Guest Segmentation, Personalization, Partnership Management, or Content Management components.

• Founded in 1975.
• A recognizable brand with a global presence and a trustworthy track record.

Vendor Name

Cendyn

Headquarters

FL, USA

Employees

501-1,000

Presence

Private

Deployment approach

Off-the-Shelf

eLoyalty Product Highlights

• Includes a content management system (Advanced Loyalty Functionality) to introduce self-reliance for the marketing team when it comes to the configuring and publishing of content, images, and offers.
• Visibility into profile completion percentage to ensure loyalty members / end-users are completing profile details, limiting knowledge gaps.
• Recently implemented components include:
  • Ability to award loyalty points on F & B revenue
  • New API field to enable Invite a Friend
  • New API fields available re: points
  • Cendyn & Sabre loyalty enrollment
  • New eGift option and add transactions in bulk
  • Reassign reservations and points

• Limited product feature documentation; therefore, difficult to determine areas for improvement.
• Requires eInsight for segmentation, and even then, the product does not offer dynamic segmentation that allows for true personalization.
• Based on the reporting information available online (Member Arrivals with Preferences, Member Arrival, Loyalty Signups, Sign Up, Transaction, and Voucher), there is no dashboard visualizer.

• Founded in 1996.
• Specializes in hotel software products including Marketing, Reservations, Intelligence, Sales, and Revenue.
• eLoyalty clients include Roomzzz Aparthotels, and Coco Collection.
• Recognizable clients for other products include IHG, Marriott, Hyatt, Harrah’s, and Hard Rock.

Vendor Name

House Advantage

Headquarters

NV, USA

Employees

51-200

Presence

Private

Deployment approach

Off-the-Shelf

Halo Loyalty Product Highlights

• Includes a HALo Event Management solution, an uncommon but beneficial loyalty management feature, that allows local promotions and events teams to schedule events, and add customers to those events either through lists or criteria.
• Includes mobile access to internal patron management functions.
• Offers and promotes the Halo Loyalty professional services, which is extremely advantageous for organizations that struggle with marketing and technical loyalty strategy. Services include Strategy, Product Suite, and Integration.
• Ability to consolidate data in real time from disparate transactional and management systems (CMS, PMS, and POS).

• Limited product feature documentation and therefore, difficult to determine areas for improvement.
• Players are segmented solely based on gaming activity or basic loyalty program information: Tier, ADW, and Coin-In.
• Only mentions “Spend X, Get Y” promotions.

• Founded in 2004.
• MGM is a recognizable client, having implemented the Halo Loyalty solution and utilized the vendor to consolidate their ecosystem.

Vendor Name

Oracle

Headquarters

TX, USA

Employees

10,001+

Presence

NYSE:ORCL

Deployment approach

Off-the-Shelf

CrowdTwist Product Highlights

• Focused on customer engagement strategy with a larger layer of engagement and incentivization. For example, writing a review, referring friends, adding streaks and bonus streaks, watch ads, scavenger hunts, etc.
• Includes the ability to create gamified marketing efforts, as well as the ability to lock behaviors and create chains (“Do this, then you can do that”).
• Extensive website abilities that allow end-users to maintain control of the design. For example, the solution offers the creation and customization of widgets, such as activity history, account overview, reward list, survey, upload receipt, invite friends, etc.

• Can work as a standalone product but would rely on other Oracle systems (i.e. Eloqua, the marketing automation platform) for trigger marketing.
• Relies on the manual intervention of CrowdTwist developers when it comes to the creation, configuration, and support of segmentation.

• Founded in 1977.
• Acquired CrowdTwist in 2019.
• Oracle CrowdTwist clients – Zumiez, Foot Locker, Meineke, and Rue 21- made Newsweek and Statista’s America’s Best Loyalty Program of 2021.

Vendor Name

iReckonu

Headquarters

NH, NL

Employees

51-200

Presence

Private

Deployment approach

Off-the-Shelf

iReckonu Product Highlights

• The CORE Middleware integration solution with wrap-around application is well-suited for hotels that have little in-house technology talent.
• iReckonu offers a fully connected modular ecosystem that simplifies the architecture:
  • CORE: Middleware Platform (System integration, API Portal, etc.)
  • IKnowU: Customer Data Platform (Guest segmentation, Guest profile management, etc.)
  • IGreetU: Virtual Front Desk (Mobile check-in and out, Digital key, etc.)
  • IInformU: Advanced Analytics
  • IAssistU: Member Experience Integration (Engagement app, two-way communication, etc.)
  • IRewardU: Loyalty Platform (Reward connector, retention indicator, etc.)

• Limited product feature documentation and therefore, difficult to determine areas for improvement.
• Loyalty system focuses solely on transactional loyalty with recognition pillars including Recency, Frequency, Monetary, and Duration (known as RFM+ scores).
• Promoting loyalty schemes and rewarding based on RFM+ scores will not fully personalize the experience for guests.

• Founded in 2015.
• Recognizable clients include Mandarin Oriental Hotel Group and Citizen M.
• Built a 200+ partner ecosystem with vendors like Salesforce, Infor, and Oracle.

Vendor Name

AIMIA

Headquarters

ON, CA

Employees

501-1,000

Presence

TSE: AIM

Deployment approach

Off-the-Shelf

Kognitiv Product Highlights

• The vendor takes on a ‘collaborative commerce’ strategy where organizations can build a loyalty program based on peer-to-peer trading networks. This causes a shift from sales, and toward the capitalization of interactions among the organization, partnership, and guests.
• The organization will maintain ownership of its own guest data for high data governance.
• Access to zero-party data with partnerships to ensure that data that is shared, analyzed, and used is intentional.
• Offers hotel technology solutions for integration to simplify architecture. Systems include Hotel Manager (Sales-related operations), Booking Engine (Distribution channel), Marketing Features (Booking engine promotions, offers, vouchers, etc.), Metasearch Management (Automate marketing budget management), etc.

• Base segmentation strategy and grouping is predetermined rather than dynamic, offering group pages based solely on loyalty program operations (promotional, reward, location, etc.).
• Must embed Kognitiv’s SmartJourney methodology to truly segment and personalize the experience. Although an innovative and unique approach, there is the need to choose (and purchase) one of three services: Commerce, Experience, or Fulfillment. This will limit dynamic depth because of associated cost.

• In 2020, AIMIA Loyalty Solutions and Kognitiv merge form to ‘redefine’ the loyalty industry.
• Together, they’ve developed a 200+ client portfolio in more than 50 markets globally.
• Recognizable clients include InterContinental, Auckland Airlines, ALDO, HSBC, and PetSmart.

Vendor Name

Cheetah Digital

Headquarters

IL, USA

Employees

1,001-5,000

Presence

Private

Deployment approach

Off-the-Shelf

Cheetah Loyalty Product Highlights

• Ability to manage both known members and unknown visitors in the Guest Profile Management feature.
• Includes a differentiating list of loyalty marketing opportunities including Challenges, Surveys, Games, and Augmented Reality.
• Offers triggered marketing with the ability to detect property beacons.
• Enables omnichannel through ‘Placements’ feature where campaigns and offers can be pushed to various channels: Call Center, Email, Digital Wallet, Mobile Application, Web Browser, and Kiosk.
• Includes a content management system (Advanced Loyalty Functionality) to introduce self-reliance for the marketing team when it comes to the configuring and publishing of content, images, and offers.

• Limited product feature documentation and therefore, difficult to determine areas for improvement.
• Although there is mention of triggered marketing, there is no clear mention of a personalization engine or explanation of how personalization would work in the solution.

• Founded in 1998.
• Developed a 3,000-brand portfolio in 13 countries.
• Recognized clients include Choice Hotels, Marriott, and Hilton.
• CCPA and GDPR certified.

• Leverage the digital loyalty strategy research to enhance the business model, streamline and transform processes, and make use of technologies to optimize guest experiences and increase retention.

• Using an industry-specific reference architecture is central, and has many benefits, to organizational priorities. It’s critical to understanding, modeling, and communicating the operating environment and the direction of the organization, but more significantly, to enabling measurable top-line organizational outcomes and the unlocking of direct value.

• Pre-pandemic digital strategies were primarily focused on automation. However, your post-pandemic digital strategy must focus on driving resilience for growth opportunities.

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