Loyalty Strategy & Operating Model Design
Wycane designs loyalty strategies that clearly articulate what loyalty means for the organisation and how it supports broader objectives. This service establishes a strong strategic foundation, linking engagement behaviours directly to value creation.
The engagement typically includes customer or member value analysis, loyalty framework design, commercial modelling, and assessment of organisational readiness across data, technology, and operations. The outcome is a practical loyalty operating model with clear governance, KPIs, and executive-level reporting to support disciplined investment and prioritisation.
Designing a Loyalty Strategy to Drive Sustainable Customer Value
Business Use Case
Client Overview
A consumer-facing organisation operating in a highly competitive market needs to improve retention, engagement, and lifetime value. The organisation recognised loyalty as a growth lever but lacked a structured, commercially grounded approach.
Challenge
Loyalty was treated as a tactical marketing activity rather than a strategic capability. Initiatives were fragmented, customer value drivers were poorly understood, and there was limited visibility at executive and board level into how loyalty contributed to revenue and margin.
Our Approach
Wycane would deliver an insight-led loyalty strategy engagement. We would:
Analyse customer segments, behaviours, and lifetime value drivers.
Define what loyalty meant for the organisation beyond points and discounts.
Build commercial models linking loyalty mechanics to retention, spend, and margin.
Assess technology, data, and operational readiness.
Design KPIs and governance frameworks for executive and board oversight.
Expected Outcome
The organisation would gain a clear loyalty strategy and operating model aligned to customer value and commercial objectives, supported by a practical delivery roadmap.
Probable Impact
Improved retention and growth of high-value customers.
Stronger ROI discipline around loyalty investment.
Increased executive and board confidence in loyalty as a sustainable growth engine.
