Category: Relationships and engagement

Subcategory: Marketing

Customer engagement and loyalty - CELO

Developing and executing strategies to attract, engage and retain customers through targeted communications and loyalty initiatives.

Levels:

Level 3:
Description: Assists in implementing customer engagement and loyalty initiatives. Uses marketing technologies for customer engagement tasks. Sets up campaigns in lifecycle management tools. Collects and analyses customer data to support personalised communications. Monitors and reports on customer engagement metrics.

Level 4:
Description: Develops and executes customer engagement and loyalty initiatives. Creates and manages loyalty programmes. Analyses customer data to inform targeted communications and experiences. Develops customer segmentation approaches. Applies appropriate marketing technologies to support initiatives. Measures and reports on the effectiveness of engagement and loyalty efforts.

Level 5:
Description: Leads the development and implementation of comprehensive customer engagement and loyalty plans. Oversees the creation and management of loyalty programmes and initiatives. Develops comprehensive plans for customer communications across all lifecycle stages. Uses advanced analytics to optimise personalised customer experiences. Provides recommendations based on customer engagement and loyalty insights. Collaborates with cross-functional teams to improve customer retention and satisfaction. Evaluates and recommends marketing technologies for customer engagement.

Level 6:
Description: Defines organisational vision and strategy for customer engagement and loyalty. Drives innovation in loyalty programme development and implementation. Aligns customer engagement strategies with overall business objectives. Leads the assessment and adoption of advanced marketing technologies. Directs the development of customer journeys and database management strategies. Ensures integration of customer engagement initiatives across all business functions.