It’s really remarkable how many business processes operate without a feedback loop (in companies big and small).  Whether it’s because of a desire to hide from reality or a lack of infrastructure to gather data, we’d guess that a majority of key business programs run for long periods without any method for regularly measuring impact at any level.

Let's assume that a lack of will isn’t the limiting factor (ie. there's no hiding from the facts going on here). What options are available to companies that lack the infrastructure to collect data?

If your focus is measuring marketing and sales programs, then loyalty vendors can be excellent partners on this side of the equation.  Integrating loyalty or incentive programs into data gathering (or vice versa) creates a more powerful feedback system — by drawing on the emotional engagement of the rewards program.

The reason why loyalty programs can be such powerful data gathering partners is their continuous presence in customer interactions — acting as an effective data gathering and mining tool to serve as the power for CANI (Continuous And Neverending Improvement) efforts in your marketing programs.

Here are a couple of ways loyalty systems connect to your CANI programs:

1. They create a data source that is available in a high percentage of customer interactions.

2. They creates emotional engagement that normally limits the amount of  data gathering from customers.