Write the Loyalty Objective Before the Perk
Turn a vague loyalty-program idea into a SMART objective tied to member behavior.
Perks create motion only when the target behavior is explicit. SMART is useful in loyalty work because loyalty programs can hide fuzzy goals behind attractive benefits. A free perk, status badge, or points multiplier can look strategic while nobody has named the behavior it is supposed to move. SMART forces the team to specify the target behavior, the measure, the owner, the realism constraint, and the time window before design begins. The mechanism is alignment. Specific keeps the team from optimizing every member at once. Measurable turns the program from a brand wish into an observable behavior such as second…
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