Unlike tactical cashbacks, loyalty plans are strategic: Payback India CEO

The design of a loyalty programme needs to ensure that there is a clear and defined objective, says Gautam Kaushik

Core customer expectations have remained unchanged, but the expectation levels are getting recalibrated, Gautam Kaushik tells Alokananda Chakraborty. Edited Excerpts:

In what ways are multi-brand loyalty programmes superior to traditional, standalone customer loyalty schemes? 

Multi-brand loyalty is a very successful concept as it works for the customers and the partners beautifully. Let’s talk about the customers first. They can join the programme with any one partner and use their membership across all participating brands (more than 100 in the case of Payback) to earn or redeem loyalty points and to avail of all other privileges. It offers them a lot