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Introducing the 2019 Delphi Report™: Why Loyalty Programs Fail

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By: Wise Marketer Staff |

Posted on November 8, 2019

At the Wise Marketer and Loyalty Academy, we are driven to be a leading global resource of news, insights, and research for the Customer and Loyalty marketing industry and its marketing professionals. One of the exciting ways we contribute to this cause is by authoring a Delphi Report each year sourcing insights from leading loyalty practitioners around the world.

This year’s report tapped a group of 34 experts from 14 different loyalty markets around the world for their insights. The vast majority of panelists carry the distinction of Certified Loyalty Marketing Professional™ (CLMP) as recognized by The Loyalty Academy™.

If you're not familiar with the Delphi method, it is a structured communication technique, originally developed as a systematic, interactive forecasting method which relies on a panel of experts. Delphi is based on the principle that forecasts from a structured group of individuals are more accurate than those from unstructured groups or individuals. The technique has been widely used for business forecasting and is recognized as producing group judgments that are more valid than individual judgments.

The global loyalty marketing industry remained our focus for the 2019 Delphi Report™. If you missed last year’s edition, The Future of Loyalty Marketing, it is still available and is a must read for anybody who is involved in the industry. But, in this year’s report we turn our attention to a very thorny question – Why Programs Fail – and use the significant expertise and insight of the Delphi Panelists to predict which specific causes are most likely to lead a loyalty marketing initiative down the path of ineffectiveness, if not outright termination.

As we bear witness to everyday, the industry remains in a state of rapid transition. Under attack from every form of technological, psychological and demographic disruption, loyalty marketing must evolve or lose its place within the marketing arsenal. The stakes are very high. How can we prevent programs from failing to deliver for their customers, their brands and their partners? What should we avoid in the future?

- Alfred Lord Tennyson, 19th Century British Poet

We invite you to download the 2019 Delphi Report™ and dive into the entire list of key drivers of loyalty program performance.

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