Category: (3) eTOM Process Type
Process Identifier: 1.1.19.1
Original Process Identifier:
Maturity Level: 4
Define all aspects of a loyalty program, such as requirements, its name, and objectives of the loyalty program, determine the benefits to participants. Develop a program, prototype it, test it, rollout/launch it, amend and evaluate it, and terminate it when it is no longer viable for an enterprise.
Loyalty Program Development & Retirement defines all aspects of a loyalty program, such as requirements, the name, and objectives of the loyalty program, determines the benefits to participants. It develops the program, prototypes it, tests it, rollouts/launches it, amends and evaluates it, and terminates it when it is no longer viable for an enterprise. Note that Royalty Program Development & Retirement is sometimes viewed as comparable to Product Offering Development & Retirement. While the rollout/launch, evaluate, amend, and terminate processes are similar the process other processes are different. For example, the Develop Loyalty Program process is quite different, as it includes sub-processes that focus on structuring the program, defining the program's currency, and capturing program requirements. Where noted, and to avoid duplication, existing Product Offering Development & Retirement processes will be reused.