An Accelerated Loyalty Program Increases Revenue Opportunities & Customer Satisfaction

A client wanted to expand their customer loyalty program but were inundated with customer complaints due to mismanaged partner data. The client’s customer loyalty department depended on a vendor solution to receive partner data. Because the client lacked an efficient way to identify and report faulty data, they would only learn about missing data after customers complained about not receiving miles. When the client attempted to find the missing data, they had trouble determining why the data went missing in the first place. Not only were they spending extra time managing their call center, but they were also losing major opportunities to leverage rewards and redemptions for additional revenue.

BKS met with managers, analysts, and their loyalty operations group to identify gaps in their partner data management system. BKS assessed where the data was coming in from, the formats they were using, how their vendor received the data from their partners, and additional challenges associated with the lack of analysis and reporting. 

Enabling Control of Member and Partner Data

A Partner Data Management Platform was created so that all incoming partner data could be received, cleansed, and analyzed by the client. Any errors could now be identified and sent back to their partners for corrections. 

After extensive testing, BKS was able to customize the client’s Partner Data Management Platform to include alerts and user views that streamlined the way that their loyalty data team analyzed data. Instead of learning about faulty data through customer complaints, the analytics team was made immediately aware of issues that they could then send back to partners with accurate correction notes. Now, the client can identify and resolve loyalty reward issues long before their customers know there is a problem. Since the implementation of the Partner Data Management Platform, the client is also able to manage exponentially more partner data, while reducing audit risk and increasing partner billing accuracy—unlocking revenue opportunities that were before impossible to achieve.