CERTIFIED LOYALTY MARKETING PROFESSIONAL™ WORKSHOP | SUMMER ‘22 21ST - 23RD JUNE
IN-PERSON CERTIFICATION
Led by senior faculty members of the Loyalty Academy over a three day period, Certification Workshops enable loyalty professionals to achieve the distinction of Certified Loyalty Marketing Professional™ (CLMP) all at once.
The workshops are intense and cover all core modules plus key elective topics offered in the full Curriculum. The workshop includes interactive exercises, substantial discussion, and participation opportunities for the attendees and concludes with a final examination based upon a case study. The final presentations/exams will be evaluated by the Board of Regents for the Loyalty Academy and the CLMP Certification will be granted to all participants who successfully demonstrate their understanding and real world use of the principles, practices, technologies, and financial elements associated with winning loyalty strategies.
WHY ATTEND?
The CLMP Certification is the only recognized professional certification in the loyalty marketing industry. The distinction tells your employer, your clients, your peers and the entire industry that you have achieved a level of professionalism and advanced education associated with the discipline of loyalty marketing. The CLMP designation is being used worldwide and since it is a personal distinction, you carry it with you for the rest of your career.
The curriculum has been carefully constructed by the Loyalty Academy Faculty – all veteran practitioners of loyalty marketing who have worked in many different capacities encompassing every part of the loyalty industry. Each Faculty Member has gone through a strict and thorough application process, has taught individual courses before and has been approved by the Board of Regents. The principles and practices which form the foundation of this workshop can be adopted by loyalty practitioners from both, consumer and B2B markets across the world.
WHO ATTENDS?
This program is uniquely designed and will be of benefit to Directors, Vice Presidents, Senior Managers and Managers of:
- Marketing
- Customer Retention & Loyalty
- CRM
- Customer Relations/Satisfaction/Market Research
- Relationship Marketing
- Strategic Planning
- Database Marketing
- Business Development
- Agency Client Executives and Account Managers
- Shopping Malls and Retail brands
- Financial Services
- Consumer products
- Restaurant/Hospitality/Entertainment/Gaming
- Travel
- B2B
Whether you have an existing program and are looking to evaluate or refresh its design, or you are thinking about a program for the first time, this is the one workshop which can help you the most!
TYPICAL PROGRAM SCHEDULE*
DAYS 1 & 2
8:30 Registration and breakfast
9:00 Morning session
10:40 – 11:00 Break
12:30 Lunch break
1:30 Afternoon session
3:30 – 3:50 Break
5:00 Session concludes
DAY 3
8:30 Registration and breakfast
9:00 Morning session
10:40 – 11:00 Break
1:30 Workshop Concludes
(Delegates are encouraged to complete their exams during the second half of the day, as concepts are fresh)
Full three-day session including breakfast each day and lunch the first 2 days plus a networking reception after the first day session. Registration also includes all lecture materials and bonus files with loyalty program design tools.
Note – Reception following the Day 1 session – 5:30PM to 7:30PM
All attendees are invited to an on-site “getting to know you” cocktail event hosted by our sponsors. Great networking opportunity!
*(Subject to change)
WHAT TO EXPECT*
STRATEGIC FOUNDATIONS
PRINCIPLES OF LOYALTY MARKETING
Overview
Developing customer relationships
Is loyalty right for me? For my customers? Why?
Strong components of a Loyalty Program
Strategic pillars of Loyalty Marketing
Loyalty programs today
Program and financial objectives
Exercise – Introduction to case study
FUNDAMENTAL DESIGN PRINCIPLES
Fundamentals
Hard and soft benefits and the psychology of rewards
Segmentation of the customer base & bonusing
Alternative funding
Member dialog and engagement
Measure results and evolve or exit
BEST PRACTICES IN PROGRAM DESIGN
Behavioral objectives, models, and value propositions and customer segmentation
Reward spectrum and flexible funding rates
Dialog and engagement strategies
Member care and trends
Exercise – Design considerations for the case study
PRINCIPLES OF COMMUNICATIONS
Marketing versus Loyalty communication
Communication Foundations
Dialog and listening
Branding, tactics, tips and examples
Exercise – communications plan for the case study
TURNING STRATEGY INTO ACTION
ANALYTICAL FOUNDATIONS
Data sources and measuring key metrics
Gathering member, transactions and operational information
Why customer data often aligns with loyalty readiness
Measurement plans, testing methods and program refreshment
Competitive intelligence, loyalty scans and reporting
Value, attrition and potential modeling
Practical techniques for segmentation
Exercise – Data definitions from the case study
OPERATIONAL AND TECHNICAL ISSUES
Does my strategy drive operations and technology?
Implementation considerations
Operational considerations
Technical requirements and alternatives
Effective use of Technology for members and administrators
Social and Mobile Landscape
How to evaluate “total cost of ownership”
Loyalty platform options
Exercise – How would you run the case study program?
PRACTICAL TOOLS AND TIPS
REWARDS STRATEGIES
Consumer perception and behaviors
The concept of earning velocity
Recognition vs. reward
Reward considerations
Exercise – Design the rewards catalog for the case study using evaluation tools
FINANCIAL PLANNING AND RETURN ON INVESTMENT
The finance of loyalty marketing (modelling, forecasting, liability etc.)
Lift vs. retention – benchmarks for analysis
Financial analysis before design – A how to approach using case study materials
ROI Modeling – A how to approach using case study materials and tools
CASE STUDY AND FINAL EXAMINATION
Each team of participants will be called upon to discuss a specific aspect to their approach to the case. The workshop facilitators from the Loyalty Academy Faculty will evaluate the participant’s approach. Be prepared!
The instructors will then reveal what really happened
Each participant can compare their strategic design to the actual outcome
Each participant will be given a written examination highlighting all workshop content. You must achieve a passing grade on this exam to be certified!
A photo ceremony will conclude the workshop!
*(Subject to change)
TESTIMONIALS
“If you are involved with the loyalty marketing industry, or are looking to adopt a loyalty solution for your best customers, this is the most important workshop you’ll ever attend.”
“Mike is a fantastic instructor who has conducted loyalty marketing workshops all over the world. Margaret offers the dual perspective of client and service provider having worked many years on both sides of the aisle. Their knowledge of the industry and the strategic principles of loyalty design come through easily – with enthusiasm and passion for the industry.”
“The practical, how-to approach of this workshop, including the tools and techniques I need to do my job, were much appreciated.”
“Mike and Margaret know more about the strategic principles and practices of loyalty marketing than anybody in the industry.”
