Loyalty Academy Releases the 2019 Delphi Report™: Why Loyalty Programs Fail

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Global panel of Loyalty Marketing professionals examines the challenges and pitfalls that impact the success of customer loyalty programs.

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“The customer loyalty industry continues its pattern of rapid transition while under attack from every form of technological, psychological and demographic disruption ... The stakes are very high and that is why we chose this important topic for the 2019 Delphi Report™.”

The Wise Marketer Group, publisher of TheWiseMarketer.com and operator of The Loyalty Academy™, has announced the release of the 2019 Delphi Report™ “Why Loyalty Programs Fail”.

Each year the Delphi Report™ addresses a topic of critical interest to the global customer marketing community. The 2019 Delphi Report™ covers a difficult and sensitive question – Why Programs Fail. The significant expertise and insight of the Delphi Panelists documents the specific causes most likely to lead a loyalty marketing initiative down the path of ineffectiveness, if not outright termination.

Mike Capizzi, Dean of the Loyalty Academy™ and author of the report commented “The customer loyalty industry continues its pattern of rapid transition while 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 and that is why we chose this important topic for the 2019 Delphi Report™.”

The Delphi Panel method 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.

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™.

The report documents the top three reasons why loyalty programs underperform or fail as:

  • Poor or inadequate use of collected member data
  • Inability of marketers to quantify and prove program financial performance
  • Insufficiency of program communications

The entire list of key drivers of loyalty program performance can be found in the 2019 Delphi Report™ and is available through TheWiseMarketer.com.

About the Wise Marketer Group
The Wise Marketer Group delivers timely and unbiased publishing, research, and educational products to a global audience of marketing professionals. The Wise Marketer Group publishes TheWiseMarketer.com, the most widely read news source for Customer and Loyalty Marketing in the world, with a 15-year history serving the global loyalty marketing industry. The Wise Marketer also publishes The Loyalty Guide™ and operates the Loyalty Academy™, the first industry professional certification program, offering the designation of Certified Loyalty Marketing Professional™ (CLMP) to those completing the curriculum.

For details, visit https://www.thewisemarketer.com/ and https://loyaltyacademy.org/.

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Michael T. Capizzi, CLMP
@thewisemarketer
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