Strategy Articulation
Strategy articulation is perhaps an odd title, but I wanted to differentiate it from the development of the loyalty program strategy, as might be done by any number of very qualified consultants (call for a few names).
Strategy articulation takes loyalty program strategy and documents it to a moderate depth from the perspective of both program rules (also potentially desired related functions, such as campaign management) and the related technologies. This is essentially an iterative refinement that starts the transition from a pure business focus to the technology focus. This is done for three primary reasons:
Strategy articulation is perhaps an odd title, but I wanted to differentiate it from the development of the loyalty program strategy, as might be done by any number of very qualified consultants (call for a few names).
Strategy articulation takes loyalty program strategy and documents it to a moderate depth from the perspective of both program rules (also potentially desired related functions, such as campaign management) and the related technologies. This is essentially an iterative refinement that starts the transition from a pure business focus to the technology focus. This is done for three primary reasons:
- To confirm that all facets of the proposed program strategy can be implemented. For example, is the transaction processing infrastructure capable of providing purchase transactions quickly enough to support posting of points to member’s accounts within the timeframe identified? Alternately, if no timeframe was identified, to identify how quickly the posting of points to member’s accounts could take place and whether this is reasonable given the program strategy.
- To identify linkages, dependencies, and other issues, that could affect cost and/or schedule. Where high negative impacts are apparent, to identify alternatives and facilitate the discussion around their use within the context of the program strategy.
- To document the technical requirements to a level of detail such that all parties are “level set” in terms of technology. The level of detail should be sufficient to support derivation of an RFI (if needed).