Part 3 Implementing an e- Loyalty Plan

“The success of an e- loyalty program doesn’t end with a great program strategy. It’s ultimately dependent on the viability of the implementation plan and a marketer’s ability to drive that plan to completion.”

Steps in Implementation Plan u Develop & Test Concepts n More details on program to allow for customer evaluation u Develop Business Case n Business plan with estimated revenue/expenses u Create Customer Contact Plan u Develop Partner Strategy

Steps, cont u List Resources Required, Best Sources, & Estimated Costs u Finalize Forecasts & Budget u Extended ROI to Justify & Defend u Plan for Measuring Success u Viable Timeline

Four Biggest Challenges u Get into groups of 3-5 u Select one of the four “biggest challenges” that your group feels is the most difficult challenge to overcome. u Prepare reasons/examples/etc to support why your group selected this challenge.

u #1: Integrating e-loyalty and adopting it as a business goal u #2: Gaining consensus and garnering support u #3: Maintaining a customer lifetime value focus u #4: Appropriating the funding and resources required