Colloquy

2012 Masters of Enterprise Loyalty

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What does it take to make the list of the world's top Enterprise Loyalty organizations?

The 2012 Masters of Enterprise Loyalty were chosen for their demonstrated excellence in implementing an Enterprise Loyalty strategy. The preliminary list of candidates was selected by open nomination, and then nominees were pre-screened according to their level of development in four categories. Those that demonstrated sufficiently high levels in all categories were then interviewed at length by a team of examiners, to analyze their Enterprise Loyalty strategy, operations and results.

Master of Enterprise Loyalty candidates are evaluated on four dimensions:

1. Use customer-centric insights from data to inform enterprise-wide strategies and tactics
2. Aligns organizational structure and compensation to customer-based metrics
3. Demonstrates improved corporate financial performance
4. Displays loyalty innovation in their industry or geography

Finalists were then evaluated by a jury of loyalty industry experts. The Top 5 Masters of Enterprise Loyalty were selected for their exceptional levels of customer-centric vision and performance.

Number 5 — USAA
	Extremely strong customer-centric focus, but lacking examples of how advanced customer analysis differentiates service, pricing and other customer touch points. Impressive industry leadership and organizational commitment in a normally siloed and regulated sector
Number 4 — Woolworths
	Strong use of customer-specific data, although still evolving to use insights more broadly in merchandising, pricing and customer experiences. Progressive retail organizational design/functional alignment based on top customer segments.
Number 3 — Qantas
	Clear articulation of how this airline has operationalized customer-specific insights in their go-to-market approach. Strong orientation around customer metrics; however, differentiated experiences are not-unusual in the airline sector.
Number 2 — Tesco
	Retail leader in infusing advanced customer insights across the organization. Strong history of customer-centricity; only moderate evidence of differentiated service and deployment submitted for consideration.
Number 1 - Caesars Entertainment
	Very strong, holistic approach to customer-centricity; highly evolved on the Enterprise Loyalty “journey”. Exemplary use of and alignment around customer insights including managing/monitoring corporate performance. Many leading innovations in enhancing the service experience for loyalty program members.

To learn more about the 2013 COLLOQUY Loyalty Awards and how to apply, visit www.colloquy.com/loyaltyawards.