Got Loyalty Data? It Might Need Rethinking

Putting data validation in place means information is accurate upon collection and ensures poor data won't get in the way of initial messages and loyalty onboarding. You can leverage software in all channels where information is collected and can correct any inaccurate details while the customer is still engaged.

3. Monitor data over time. Data frequently deteriorates over time as individuals move, gain new email addresses and experience other life changes. To ensure customers are continuing to receive loyalty offers and benefits, make sure to monitor their information over time. If you notice a lack of engagement for several months, consider a reactivation campaign or communication through a different channel. While the customer could certainly have lost interest in your brand, it could also be that contact information changed and you're no longer able to reach them.

Driving additional revenue from existing customers requires providing those consumers with strong incentive to keep coming back. Loyalty programs are a great way to provide mutual benefit. However, the challenges facing these programs are great, especially around data. By making it easier to sign up and by validating data collected, you can produce better quality data and support the success of your loyalty program.

Courtney Cunnane is the marketing director at Experian Data Quality, a provider of contact data management solutions.