Loyalty Science Lab (LSL) is a loyalty think tank housed in the Strome College of Business at Old Dominion University. Old Dominion University, located in Norfolk, is Virginia's forward-focused public doctoral research university with more than 24,000 students, rigorous academics, an energetic residential community, and initiatives that contribute $2.6 billion annually to Virginia's economy.
Loyalty Science Lab is led by Dr. Yuping Liu-Thompkins, an experienced academician who specializes in building customer loyalty and habit through effective marketing programs. She has worked with many consumer datasets to derive customer insights and actionable marketing strategies. Dr. Liu-Thompkins is a CLMP™, a member of the Loyalty Academy™ Board of Regents, and a member of the Customer Strategy Network.
The Lab's mission is to create and promote cutting-edge scientific research on brand and customer loyalty. Through collaborative efforts between marketing practitioners and academic researchers from multiple disciplines and multiple industries, the Loyalty Science Lab identifies high-priority loyalty-related issues, engages in deep, evidence-based scientific research on these issues, and disseminates the insight to benefit loyalty research and practice. The Lab aims to become the go-to place for the best insights into brand and customer loyalty.
LSL has embarked on an ambitious project to benchmark the performance metrics associated with global loyalty programs. This research project is being conducted in cooperation with the Customer Strategy Network (CSN) and is sponsored by Epsilon.
The Wise Marketer is supporting this important initiative as a service to the loyalty industry. The research questionnaire is open to receive your responses and you can find the survey by clicking here.
- Your individual responses will not be shared with anyone. Full confidentiality is guaranteed.
- The data collected will remain strictly confidential, and no identifiable program or participant information will be shared with any commercial entity.
- Only aggregated information will be presented in published reports.
- As an appreciation for your participation, you will receive a customized report of your program benchmarked against all other participating programs based on the metrics you supply.
The results of this research report will help you establish a framework for the wellbeing of your loyalty program versus others in the market. You’ll gain insights into opportunities for improvement and how your program management practices compare with others.
The report will highlight performance metrics including enrollment, participation rates, redemption, costs, and ROI.
The first phase of this survey will take just a few minutes of your time and is open through October 31. Click here to join in this important project.