Building Loyalty

A leading player in the casino entertainment industry hired Ferrazzi Greenlight to help improve two aspects of its customer loyalty program. The company was widely respected for its existing program, having driven growth 10 years running by attracting and satisfying hundreds of thousands of members. However, the firm was looking to achieve two goals: first, to grow its top-tier group of several thousand members, and second, to attract more casual gamers, the so-called "retail segment", to its loyalty program.

To achieve the first goal, growing out that top-tier group, Ferrazzi Greenlight gathered leading marketing strategists and creative players to analyze the most successful attributes of the world's top-flight customer loyalty programs. Our consultants and a panel of experts presented the results to the company's marketing team, who came together from the company's properties across the country. After the presentation, we facilitated breakout sessions for participants to brainstorm improvements to their program, building on their new perspective.

The session produced innovative ideas bolstered by a more focused understanding of the needs of the retail customer. The best ideas were refined and analyzed to determine order of priority and feasibility. Guided by our consultants, the company formulated action plans that included the training initiatives, new communication strategies, and technology adjustments required to bring program changes to market. Ultimately, the company set a reasonable year-long course, with specific success metrics, to attract a much broader retail market and convert them to loyalty program membership.

To address the second goal, adding more retail gamers to their loyalty program, we adopted a similar approach – bringing in top loyalty program executives from noncompetitive industries to distill the smartest, most innovative approaches already in practice. We facilitated productive brainstorming sessions and aligned the entire team around a coordinated, cohesive plan, putting an end to the haphazard, piecemeal efforts of the past.

One year out, the company is thrilled with increased loyalty membership among both the top-tier and the general retail segment.