Businesses work very hard to acquire customers, but often not hard enough to retain the best ones. With a properly integrated and executed loyalty program, an enterprise can retain and grow its most profitable customers. The business can also identify and acquire potentially profitable customers and reconnect with lost customers.
In 1990, Lettuce Entertain You was one of the first restaurant companies to introduce a Loyalty Program. The program has evolved through the years to become a significant driver of revenue. At Lettuce, we use a multi-channel marketing communication strategy to help us maintain and grow our most profitable customers (and to disengage with unprofitable customers). We use the data acquired through the program to help us identify potential customers and to guide our operational decisions.
Challenges today for an enterprise are to determine whether a loyalty program fits into the enterprise’s marketing strategy and how to create a program that separates it from its competition. This presentation should help to better understand the importance of loyalty marketing and how an effective loyalty program should be designed and executed.
What you will learn:
– Loyalty programs are not meant to drive trial. My job is not to get customers through the door. My job is to get them back through the door.
– Loyalty programs are not right for every industry.
– Without C-Level and operational support, your loyalty program is destined to fail.
– Loyalty programs are about making your customers feel special. Even in mass communication, the customer should feel like you are talking directly to them.
Michael Lynch is the Director of Loyalty Marketing and Market Research at Lettuce Entertain You Enterprises. In his role, he is responsible for all direct marketing efforts including; strategy, teleservices, Frequent Diner loyalty club, email marketing, website, and operational customer relationship management. Michael is also responsible for research and market survey analysis. Complete bio below.
There will be a drawing from among members present for a $100 Lettuce Entertain You gift card!
Michael Lynch, is the Director of Loyalty Marketing and Market Research at Lettuce Entertain You Enterprises. In his role, he is responsible for all direct marketing efforts including; strategy, teleservices, Frequent Diner loyalty club, email marketing, website, and operational customer relationship management. Michael is also responsible for research and market survey analysis.
With a career as diverse as loyalty itself, Michael comes from years in both the gaming and hospitality industries. While still in high school, Michael started his career as a chef at the Polynesian Hotel at Walt Disney World. Michael’s restaurant experience includes operations management positions with General Mills and Stouffers Restaurants. Michael moved from restaurants to hotel management positions with Trusthouse Forte, HFS, Holiday Inn, and Embassy Suites. During the 12 years prior to joining Lettuce Entertain You, Michael worked in the casino industry during the advent of the multi-property player’s card. Michael helped with the launch of the Total Rewards Card at Harrah’s Casinos and the Isle One Card at Isle of Capri Casinos before moving on to Trump Casinos in Palm Springs, CA and Gary, IN. Michael has held faculty positions teaching undergraduate and graduate Marketing and Management courses at Louisiana State University, the University of Missouri, Indiana University-Northwest, and currently teaches Foodservice Management and Customer Relationship Management courses at DePaul University.
When Michael joined Lettuce Entertain You in 2006, he brought with him extensive experience in customer modeling, analysis, database marketing and segmentation. Since 1982, Michael has developed and executed highly successful database marketing initiatives through effective messaging, segmentation, and differentiation. He has recently developed the relational database that is at the center of the company’s ability to analyze customer information and behavior and to make critical marketing decisions.