Got Loyalty Data? It Might Need Rethinking

Good contact data is essential to a successful loyalty program. Without it, a new member won't receive promised communications, benefits and much more. Furthermore, we all know that if the customer doesn't see any benefits from the loyalty program, their opinion of the brand certainly diminishes.

The impact of poor contact data is so significant that improving data collection is the top priority for loyalty programs this fiscal year. It's no wonder that organizations are concerned. Companies believe that about a quarter of their contact data is inaccurate, which means that a large percentage of their loyalty program database will most likely experience the negative effects described above.