Choose the actions that move customers forward.
Ways to earn connect real customer behavior to progress in the loyalty program.
Design earning rules
Start with a small set of actions customers can understand.
Every earning rule should connect a customer action to a clear business reason. If the team cannot explain why an action is rewarded, it is likely to create noise rather than useful engagement.
Pick the action
Use visits, spend, referrals, reviews, or another useful behavior.
Choose verification
Use the lightest reliable way to confirm the action.
Set frequency
Decide whether the action repeats or is completed once.
Keep rules useful
Use participation data to keep earning relevant.
Rules need maintenance as customer behavior and business priorities change. Review both participation and the quality of the resulting activity before deciding that a rule is successful.
Check participation
Find the rules customers understand and use.
Remove dead ends
Retire actions that add friction without value.
Add seasonal rules
Use temporary rules for specific business goals.
