Loyalty Operations Analyst

Overview of the role

The Loyalty Analyst plays a pivotal role in supporting the development, implementation, and optimization of loyalty programs to drive customer engagement, retention, and revenue growth. This role focuses on analysing membership data, evaluating loyalty marketing campaigns, and delivering actionable insights to enhance program effectiveness.

The Loyalty Analyst will also be responsible for monitoring customer satisfaction using tools such as Revinate and ensuring the accurate management of charge-back reports and bonus points awarding for all loyalty campaigns.

The ideal candidate is detail-oriented, analytical, and passionate about leveraging data to deliver exceptional customer experiences.

General responsibilities

1. Data Analysis and Reporting

Member Behaviour and Trends:

Analyse customer behaviour, preferences, and trends to segment loyalty members effectively.

Develop customer personas to target specific demographics with personalized loyalty initiatives.

Loyalty Program Performance Metrics:

Regularly track key performance indicators (KPIs), such as:

Enrolment and participation rates.

Customer retention and repeat purchase rates.

Average spend per loyalty member compared to non-members.

Points accrual, redemption rates, and breakage.

Identify opportunities to optimize program performance through data-driven insights.

Charge-Back Reports:

Prepare detailed charge-back reports to ensure accurate reconciliation of transactions across all loyalty program touchpoints.

Investigate discrepancies in points accrual and redemption processes and provide resolution.

Collaborate with finance and operations teams to maintain the integrity of financial reporting related to the loyalty program.

Bonus Points Management:

Oversee the accurate awarding of bonus points for promotions, campaigns, and special offers.

Ensure bonus points align with campaign objectives and are awarded within specified timelines.

Analyse the impact of bonus point campaigns on member behaviour and overall program KPIs.

Campaign Reporting and Insights:

Track and report the performance of all loyalty marketing campaigns, including:

Open and click-through rates for email campaigns.

Redemption rates for promotional offers.

Conversion rates for targeted communications.

Identify underperforming campaigns and recommend adjustments for improved effectiveness.

Dashboards and Visualization:

Develop and maintain dashboards for program performance using tools like Excel, Tableau, or Power BI.

Present data in visually compelling formats to facilitate decision-making by senior stakeholders.

Continuous Improvement:

Identify gaps in data collection and reporting and propose enhancements to ensure comprehensive performance tracking.

Leverage predictive analytics to forecast trends and inform program strategies

2. Program Management Support

Ensure the accurate awarding and reconciliation of bonus points for loyalty program members.

Support the execution and monitoring of loyalty program mechanics, including points accrual and redemption.

Collaborate with cross-functional teams (e.g., Digital Marketing, Revenue, Distribution, IT, and operations) to ensure smooth execution of loyalty initiatives.

Assist in rolling out new features or enhancements to the loyalty program.

3. Customer Satisfaction Analysis

Monitor customer satisfaction scores and feedback using Revinate or other survey platforms.

Analyse customer feedback to identify trends, pain points, and areas for improvement in the loyalty program.

Collaborate with customer service teams to address member concerns and improve the overall program experience.

4. Market Research and Competitive Analysis

Conduct research on loyalty trends, competitor programs, and industry best practices.

Provide benchmarking insights to ensure the loyalty program remains competitive and aligned with customer expectations.

5. Campaign Analysis and Optimization

Analyse the performance of all loyalty marketing campaigns, including email campaigns, promotions, and targeted offers.

Identify opportunities for personalization and segmentation to drive engagement and participation.

Provide actionable recommendations to improve the effectiveness and ROI of loyalty campaigns.

Requirements

• Diploma in Business, Marketing, Data Analytics, or related field, or equivalent practical experience.
• 2 to 4 years of experience in: Data analysis, reporting, and dashboard creation.
• Working with customer or loyalty data (preferably in retail, hospitality, or e-commerce) is preferred
• Proficiency in data analytics tools such as Excel, PowerBI, Python, R, and SQL.
• Good communication and presentation skills – must be able to work with cross-functional stakeholders.
• Detail-oriented and highly organized.
• Self-motivated and able to work independently with minimal supervision.