The final assessment and rankings were based on six criteria:

1. Ease and enjoyment: Measures the value of the perks of being in the rewards program. (5%)

2. Benefit: Measures whether the rewards are—in the customer’s perception—worth being part of the program. (20%)

3. Overall satisfacti­on: Measures whether personal expectatio­ns were fulfilled and whether the customer is satisfied with the experience of the loyalty program overall. (25%)

4. Customer support: Measures the level of assistance provided to customers when signing up for the program or having trouble redeeming benefits. (10%)

5. Trust: Measures the trust in the loyalty program around how the brand uses personal data provided through the program. (10%)

6. Recommenda­tion: Measures the likelihood of recommendi­ng the program to friends and family. (30%)

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