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Introducing DIAL: The Framework for Creating Measurable Customer Loyalty

Introducing DIAL: The Framework for Creating Measurable Customer Loyalty

In today's fast-paced business landscape, creating and maintaining customer loyalty is more crucial than ever. To achieve this, a strategic framework is essential. Enter the DIAL model, a comprehensive approach to creating and measuring customer loyalty initially developed to support the launch of Tesco’s Clubcard program. 

What does DIAL mean?

Use your loyalty program to generate customer DATA which can be used to generate INSIGHTS. Use your insight to power ACTIONS which drive customer LOYALTY.


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Despite being nearly 30 years old, the DIAL model remains as relevant and adaptable to the ever-evolving world of retail and customer engagement.

Building Block #1: Data

Data is the foundation of any loyalty program. To truly understand and serve your customers, you must gather and structure relevant data. This includes EPOS data, loyalty data, customer demographics, and any other relevant data sources you can integrate to create a more detailed picture of your customers. 

Building Block #2: Insight

Once you've amassed the necessary data, it's time to gain insights from it. You can either conduct this function in-house or partner with specialist providers and tools. The Insights function typically involves customer segmentation, customer journey mapping, predictive modeling, and more. These insights provide the knowledge needed to take the next step; taking action which positively impacts the customer experience.

Building Block #3: Action

Data-derived insights must translate into actions that create value for customers. Actions can manifest as loyalty marketing, pricing adjustments, assortment changes, new store openings, and much more. Effective communication is crucial to ensure customers are aware of these actions. Whether through points, coupons, discounts, or rewards, customers need to see the value you're offering consistently across every touchpoint.

Building Block #4: Loyalty

Loyalty is the ultimate goal. This stage involves measuring and evaluating the performance of actions taken against your defined loyalty objectives. You need operational reporting for tactical adjustments and program-level metrics to assess overall success. This measurement must feed back into your master data store, enabling a continuous loop for optimization.

DIAL for 2024 and Beyond

The retail landscape has obviously undergone significant transformation since the inception of the DIAL framework in 1995. Customers generate more data, interact across many more channels and devices, and expect personalized experiences. Advanced analytics, including AI and machine learning, now provide a deeper understanding of individual behavior, accelerating the speed at which data can be turned into actionable insight. 

Businesses today must keep pace, aligning with DIAL's principles while adapting to the always-on digital age. Eagle Eye enables businesses to do just this, by providing them with the best-in-class customer engagement technology which brings the DIAL framework to life for the world we live in today.

Want to find out more about how we do this? Get in touch here.

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