Strategic Services

Our team of consultants, analysts and researchers live and breath loyalty as our sole focus.

Our services are built on 3 core differentiators

We offer Loyalty Strategy, Experience Design, Operational Planning, and Insights services. We design, optimize, and deliver loyalty programs that grow enterprise value for the brands we partner with for engagements and ongoing strategic support.

Our services are built on 3 core differentiators that create unique insights into the consumer, market, and the brand:

Emotional Loyalty Scoring®

Loyalty Drivers

Program Health

Strategy

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Design

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Planning

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Insights

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We address the needs of all key loyalty stakeholders:

E

Marketing

E

Technology

E

Finance

We understand the significant undertaking and investment of time and money to create a new loyalty strategy or modify an existing one, so we focus our process on making design choices unassailable for all 3 key stakeholders – the CMO, CTO, and CFO.

What makes us a Forrester leader in Services, alongside Technology, is how we support the strategy development process with decision-grade data and industry-leading toolsets and frameworks. Our deep loyalty expertise allows us to deliver desired loyalty strategies that enable maximized opportunities for marketers to grow brand value with their customers.

The value of strategy won’t be realized if it can’t be executed successfully. Our thinking is grounded by the experience we gain from running end-to-end technology and program management for some of the biggest brands in the world. We inherently know the levers and complexities required to make our strategic recommendations actionable.

Last, we continuously validate all our strategy work against the financial goals of the program. We ensure we understand all the member engagement levers and financial outcomes expected for the program and use our models and data science to measure the enterprise value our loyalty strategies grow.

We design, optimize, and deliver programs and strategies that grow enterprise value through loyalty for brands. Our strategy-led, technology-enabled approach ensures we develop strategies that are pragmatic, grounded in loyalty principles, and most importantly, actionable and financially viable.

Our team of consultants, analysts, and researchers live and breathe loyalty – it is our sole focus. Along with our deep loyalty expertise, we leverage Triple Play Data – transactional, behavioral, and emotional data – to create lasting value for our clients and their customers.

 

Kobie’s services include:

Analysis
Design
Research
Execution

Kobie Strategy:

Services to help create, enhance, or optimize your loyalty strategy.

• Enterprise goal & stakeholder alignment
• Loyalty assessment
• Loyalty Drivers workshop
• Loyalty program recommendations
• Gamification strategy
• Emotional Loyalty Scoring (ELS®)
• Consumer concept validation words
• Change management
• Marketing strategy
• Marketing calendarization
• Business & performance reviews

Experience Design:

Services to help develop and execute effective CX strategies that keep your customers informed.

• Member experience audit
• Partnership assessment
• Loyalty CX mapping
• Communication playbook
• Loyalty website & app
• Member promise consumer research
• User testing
• Change management
• CX measurement

Operational Planning:

We assess your readiness and build actionable plans to close any gaps required to deliver the strategy.

• Operational readiness audit
• Ecosystem audit
• Data audit
• FAQ’s & T&C’s audit
• Loyalty BRD
• Staffing recommendations
• Front-line training
• Configuration planning & support
• CRM automation
• Change management
• Marketing planning & workflow
• Campaign management

Insights:

With a loyalty lens, we translate data into insights and leverage advanced analytics to maximize ROI and customer engagement.

Deep dive analysis
• Financial modeling
• Lifecycle audience selection
• Segmentation
• Predictive ML modeling
Change management
• Learning agendas
• Test and learn planning & design
• Deep dive analysis
• Model refresh

Kobie is the only provider that treats emotional loyalty as an input to drive engagement, not a hopeful outcome.

Many providers talk about emotional loyalty as a desired outcome of a program. Kobie has developed a proprietary research methodology to score consumer’s intrinsic emotional motivators called Emotional Loyalty Scoring, or ELS®, which we developed based on published academic research. Brands need to understand the connective tissue that delivers loyalty across all touchpoints, and key to managing those touchpoints is knowing what emotionally motivates customers to engage. 

We arm clients with an understanding of the “why” behind their customers’ behaviors, which informs enhancements to the customer experience, segmentation strategies, communications, reward options, and partner development. With the insights derived from scoring members with ELS®, your brand can drive incremental retention, interaction, and advocacy.

Habit

“I made my decision regarding my
preferred brand, and I am now
mostly on autopilot.”

Habit

“I made my decision regarding my
preferred brand, and I am now
mostly on autopilot.”

Status

“I feel better about myself based
on the way I interact with this brand
because they make me feel special.”

Loyalty centered BI approach

Strategy built on the universal drivers of consumer loyalty

Kobie uses our proprietary Loyalty Drivers framework to assess and develop loyalty strategy. The Drivers are based on universal and fundamental consumer loyalty insights we have discovered from a singular focus on loyalty for 30+ years across financial institutions, retail, travel, entertainment, and more.

Loyalty Assessment

The Loyalty Assessment tool scores 135+ key loyalty and experience elements for over 250 programs
from the consumer’s perspective. This framework helps competitively evaluate where your program
ranks against market leaders and your competitors.

Loyalty Drivers Workshop
We are asked to speak around the world about the Loyalty Drivers and lead discussions on how to use
them to ideate, prioritize, and most importantly, align. We use it to construct a roadmap for your
program that is grounded in fundamental consumer loyalty insights and incorporates the customer
experience when making trade-off decisions.
Enhanced with ELS®
The insights from ELS® on how your customers are emotionally motivated by your brand inform and enhance how we apply the Loyalty Drivers, and they also increase the focus and prominence of the drivers that matter most to maximize ROI of your loyalty investment. For example, if ELS® indicates that your customers are highly motivated by Habit, the sub-drivers under Convenience need to be top notch.

If your customers are highly motivated by Status, the sub-drivers under Special Access needs to be a
key area of focus. And, if your customers are highly motivated by Reciprocity, the sub-drivers under
Personalization matter most.

The Universal Drivers of Loyalty

Brand Affinity

  • Awareness
  • Engagement
  • Affiliation

Product Value

  • Availability & Frequency
  • Price vs. Value
  • Competitive Relativity

Rewards

  • Attainability
  • Value (Personal)
  • Optionality (Personalized)

Convenience

  • Channel Equality
  • Guest Service
  • Digital Integration

Special Access

  • Exclusivity
  • Experiential
  • Community

Personalization

  • Segmentation
  • Targeted Messaging
  • Call to Action

Program Health

Measuring enterprise value with a financial and member lens

With decades of expertise developing models to support loyalty strategies across many diverse verticals, Kobie’s approach to modeling differs from all other providers. We go beyond traditional financial and liability modeling and take a broader look at program health through two lenses – the financial lens and the member lens. Both are equally important.

Financial Lens

From a financial lens, we look at four key areas:
  • Program Penetration: What percent of the customer base and transactions are attributable to loyalty?
  • How is the program performing against active and inactive rates?
  • Investment Allocation: What is the fund rate?
  • What is the impact of rate changes?
  • What is member ROI?

Cost Efficiency: We analyze value congruency, cost control mechanisms, and payback rate.
Revenue Optimization: To optimize revenue, we focus on retention, growth and acquisition rates and look at pricing relative to the market.

Member Lens

We also look at three key areas when evaluating the program through the member lens.

  • Transactional Benefits: Are the hard benefits rich enough to stand up in the market?
  • Customer Experience: Does the program deliver immersive, seamless experiences that prompt the member to engage more deeply?
  • Emotional Connection: How does the program try to emotionally connect with the customer?