# Acquire members to customer loyalty program

*/Processes/Acquire_members_to_customer_loyalty_program*

Convincing customers to register their personal information with the company and be assigned a unique identifier that they use when making purchases. The identifier makes it easier for the company to track customer purchases. Customers are rewarded by various incentives that encourage repeat business [20007].

## Digital Scalar

**Band**: digital
**Digital**: 0.85
**Rationale**: Grounded in the 'Develop marketing strategy' lens and the process description, which focuses on registering personal information, assigning unique identifiers, and tracking purchases. These activities are fundamentally information processing and database management, placing the focus squarely in the digital band.

## Process Profile

**Outcome**: The customer is registered in the database, assigned a unique loyalty identifier, and activated to track purchases and earn rewards.
**Trigger**: A customer interacts with a brand touchpoint and is presented with an invitation to join the loyalty program.
**Key Steps**:
- Present loyalty program benefits and enrollment offer
- Capture customer personal information and consent
- Validate submitted customer data
- Generate and assign a unique loyalty identifier
- Activate the account in the customer database
- Issue welcome communication and program credentials
**Measured By**:
- [Enrollment Conversion Rate](/Metrics/Enrollment_Conversion_Rate)
- [Cost Per Member Acquisition](/Metrics/Cost_Per_Member_Acquisition)
- [Enrollment Cycle Time](/Metrics/Enrollment_Cycle_Time)
- [Profile Completeness Rate](/Metrics/Profile_Completeness_Rate)

## Boundary Of Firm

**Outsourced To**:
- [Loyalty Program Provider](/CompanyTypes/Loyalty_Program_Provider)
- [Marketing Agency](/CompanyTypes/Marketing_Agency)
**Automatability**: augmented
**Routing Summary**:
- Program design, offer strategy, and brand decisions are kept in-house under marketing and loyalty.
- Platform operation and campaign execution can be bought from loyalty providers and agencies, while enrollment and sign-up triggers run on a loyalty management platform.
**Delivered By Role**:
- [Loyalty Marketing Manager](/Processes/Acquire_members_to_customer_loyalty_program/JobTypes/Loyalty_Marketing_Manager)
- [Campaign Specialist](/Processes/Acquire_members_to_customer_loyalty_program/JobTypes/Campaign_Specialist)
**Asset Specificity**: specific
**Automated By Action**:
- [Enroll Loyalty Member](/Action/Enroll_Loyalty_Member)
- [Trigger Sign Up Campaign](/Action/Trigger_Sign_Up_Campaign)
**Automated By Software**:
- [Loyalty Management Platform](/Software/Loyalty_Management_Platform)
**Delivered By Department**:
- [Marketing](/Processes/Acquire_members_to_customer_loyalty_program/Departments/Marketing)
- [Customer Loyalty](/Processes/Acquire_members_to_customer_loyalty_program/Departments/Customer_Loyalty)

## Neighborhood

### Parent

- [Design and manage customer loyalty program](/Processes/Design_and_manage_customer_loyalty_program) — parent · Processes

### Siblings

- [Monitor customer loyalty program benefits to the enterprise and the customer](/Processes/Monitor_customer_loyalty_program_benefits_to_the_enterprise_and_the_customer) — siblings · Processes
- [Build engagement and relationship with members](/Processes/Build_engagement_and_relationship_with_members) — siblings · Processes
- [Optimize loyalty program value to both the enterprise and the customer](/Processes/Optimize_loyalty_program_value_to_both_the_enterprise_and_the_customer) — siblings · Processes
- [Define customer loyalty program](/Processes/Define_customer_loyalty_program) — siblings · Processes

### Who runs this

- [Retail Sales](/Departments/Retail_Sales) — runs · Departments

### Industries where this operates

- [Cut and Sew Apparel Manufacturing](/Industries/Cut_and_Sew_Apparel_Manufacturing) — operates in · Industries
- [Automobile and Light Duty Motor Vehicle Manufacturing](/Industries/Automobile_and_Light_Duty_Motor_Vehicle_Manufacturing) — operates in · Industries
- [Building Construction](/Industries/Building_Construction) — operates in · Industries
- [Food And Beverage Manufacturing](/Industries/Food_And_Beverage_Manufacturing) — operates in · Industries
- [Truck Body and Trailer Manufacturing](/Industries/Truck_Body_and_Trailer_Manufacturing) — operates in · Industries
- [Automotive Parts Manufacturing](/Industries/Automotive_Parts_Manufacturing) — operates in · Industries
- [Audio And Video Equipment Manufacturing](/Industries/Audio_And_Video_Equipment_Manufacturing) — operates in · Industries
- [Ship Building and Repairing](/Industries/Ship_Building_and_Repairing) — operates in · Industries
- [Direct Life, Health, and Medical Insurance Carriers](/Industries/Direct_Life,_Health,_and_Medical_Insurance_Carriers) — operates in · Industries
- [Direct Insurance (except Life, Health, and Medical) Carriers](/Industries/Direct_Insurance_(except_Life,_Health,_and_Medical)_Carriers) — operates in · Industries
- [Textile Industry](/Industries/Textile_Industry) — operates in · Industries
- [Motor Vehicle Dealers](/Industries/Motor_Vehicle_Dealers) — operates in · Industries
- [Chemical Industry](/Industries/Chemical_Industry) — operates in · Industries
- [Hospitals and Health Care Facilities](/Industries/Hospitals_and_Health_Care_Facilities) — operates in · Industries
- [Accommodation and Food Services](/Industries/Accommodation_and_Food_Services) — operates in · Industries
- [Depository Credit Intermediation](/Industries/Depository_Credit_Intermediation) — operates in · Industries
- [Educational Services](/Industries/Educational_Services) — operates in · Industries
- [Electric Power Generation, Transmission and Distribution](/Industries/Electric_Power_Generation,_Transmission_and_Distribution) — operates in · Industries
- [Electronics and Appliance Retailers](/Industries/Electronics_and_Appliance_Retailers) — operates in · Industries
- [Executive, Legislative, and Other General Government Support](/Industries/Executive,_Legislative,_and_Other_General_Government_Support) — operates in · Industries
- [Finance and Insurance](/Industries/Finance_and_Insurance) — operates in · Industries
- [Health Care and Social Assistance](/Industries/Health_Care_and_Social_Assistance) — operates in · Industries
- [Information](/Industries/Information) — operates in · Industries
- [Leather and Allied Product Manufacturing](/Industries/Leather_and_Allied_Product_Manufacturing) — operates in · Industries
- [Management of Companies and Enterprises](/Industries/Management_of_Companies_and_Enterprises) — operates in · Industries
- [Manufacturing](/Industries/Manufacturing) — operates in · Industries
- [Manufacturing and Reproducing Magnetic and Optical Media](/Industries/Manufacturing_and_Reproducing_Magnetic_and_Optical_Media) — operates in · Industries
- [Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers](/Industries/Media_Streaming_Distribution_Services,_Social_Networks,_and_Other_Media_Networks_and_Content_Providers) — operates in · Industries
- [Medical Equipment and Supplies Manufacturing](/Industries/Medical_Equipment_and_Supplies_Manufacturing) — operates in · Industries
- [Medical and Diagnostic Laboratories](/Industries/Medical_and_Diagnostic_Laboratories) — operates in · Industries
- [Mining, Quarrying, and Oil and Gas Extraction](/Industries/Mining,_Quarrying,_and_Oil_and_Gas_Extraction) — operates in · Industries
- [Monetary Authorities-Central Bank](/Industries/Monetary_Authorities-Central_Bank) — operates in · Industries
- [Navigational, Measuring, Electromedical, and Control Instruments Manufacturing](/Industries/Navigational,_Measuring,_Electromedical,_and_Control_Instruments_Manufacturing) — operates in · Industries
- [Nondepository Credit Intermediation](/Industries/Nondepository_Credit_Intermediation) — operates in · Industries
- [Nursing and Residential Care Facilities](/Industries/Nursing_and_Residential_Care_Facilities) — operates in · Industries
- [Other Motor Vehicle Dealers](/Industries/Other_Motor_Vehicle_Dealers) — operates in · Industries
- [Arts, Entertainment, and Recreation](/Industries/Arts,_Entertainment,_and_Recreation) — operates in · Industries
- [Other Transportation Equipment Manufacturing](/Industries/Other_Transportation_Equipment_Manufacturing) — operates in · Industries
- [Paper Manufacturing](/Industries/Paper_Manufacturing) — operates in · Industries
- [Petroleum Refineries](/Industries/Petroleum_Refineries) — operates in · Industries
- [Petroleum and Petroleum Products Merchant Wholesalers](/Industries/Petroleum_and_Petroleum_Products_Merchant_Wholesalers) — operates in · Industries
- [Pharmaceutical and Medicine Manufacturing](/Industries/Pharmaceutical_and_Medicine_Manufacturing) — operates in · Industries
- [Professional, Scientific, and Technical Services](/Industries/Professional,_Scientific,_and_Technical_Services) — operates in · Industries
- [Public Administration](/Industries/Public_Administration) — operates in · Industries
- [Radio and Television Broadcasting Stations](/Industries/Radio_and_Television_Broadcasting_Stations) — operates in · Industries
- [Real Estate and Rental and Leasing](/Industries/Real_Estate_and_Rental_and_Leasing) — operates in · Industries
- [Retail Trade](/Industries/Retail_Trade) — operates in · Industries
- [Scheduled Air Transportation](/Industries/Scheduled_Air_Transportation) — operates in · Industries
- [Scientific Research and Development Services](/Industries/Scientific_Research_and_Development_Services) — operates in · Industries
- [Semiconductor and Other Electronic Component Manufacturing](/Industries/Semiconductor_and_Other_Electronic_Component_Manufacturing) — operates in · Industries
- [Textile Product Mills](/Industries/Textile_Product_Mills) — operates in · Industries
- [Transportation and Warehousing](/Industries/Transportation_and_Warehousing) — operates in · Industries
- [Utilities](/Industries/Utilities) — operates in · Industries
- [Wholesale Trade](/Industries/Wholesale_Trade) — operates in · Industries
- [Other Services (except Public Administration)](/Industries/Other_Services_(except_Public_Administration)) — operates in · Industries
- [Ambulatory Health Care Services](/Industries/Ambulatory_Health_Care_Services) — operates in · Industries
- [Agriculture, Forestry, Fishing and Hunting](/Industries/Agriculture,_Forestry,_Fishing_and_Hunting) — operates in · Industries
- [Automotive Parts, Accessories, and Tire Retailers](/Industries/Automotive_Parts,_Accessories,_and_Tire_Retailers) — operates in · Industries
- [Aerospace Product and Parts Manufacturing](/Industries/Aerospace_Product_and_Parts_Manufacturing) — operates in · Industries
- [Beverage and Tobacco Product Manufacturing](/Industries/Beverage_and_Tobacco_Product_Manufacturing) — operates in · Industries
- [Administrative and Support and Waste Management and Remediation Services](/Industries/Administrative_and_Support_and_Waste_Management_and_Remediation_Services) — operates in · Industries
- [Activities Related to Credit Intermediation](/Industries/Activities_Related_to_Credit_Intermediation) — operates in · Industries
- [Communications Equipment Manufacturing](/Industries/Communications_Equipment_Manufacturing) — operates in · Industries
- [Computer and Peripheral Equipment Manufacturing](/Industries/Computer_and_Peripheral_Equipment_Manufacturing) — operates in · Industries

### Problems this exposes

- [duplicate/guest accounts fragment a single shopper's loyalty identity](/Problems/duplicate%2Fguest_accounts_fragment_a_single_shopper's_loyalty_identity) — exposes problem · Problems
- [POS sign-up flow adds checkout friction, suppressing enrollment rate](/Problems/POS_sign-up_flow_adds_checkout_friction,_suppressing_enrollment_rate) — exposes problem · Problems
- [enrollment incentive cost not attributable to incremental vs would-have-bought members](/Problems/enrollment_incentive_cost_not_attributable_to_incremental_vs_would-have-bought_members) — exposes problem · Problems
- [Loyalty Enrollment Depends On Inconsistent Staff Prompts](/Problems/Loyalty_Enrollment_Depends_On_Inconsistent_Staff_Prompts) — exposes problem · Problems

### Automated by

- [Loyalty Management Platform](/Software/Loyalty_Management_Platform) — automated by · Software
- [Trigger Sign Up Campaign](/Activities/Trigger_Sign_Up_Campaign) — automated by · Activities
- [Enroll Loyalty Member](/Activities/Enroll_Loyalty_Member) — automated by · Activities

### Outsourced to

- [Marketing Agency](/CompanyTypes/Marketing_Agency) — outsourced to · CompanyTypes
- [Loyalty Program Provider](/CompanyTypes/Loyalty_Program_Provider) — outsourced to · CompanyTypes

### Delivered by

- [Campaign Specialist](/JobTypes/Campaign_Specialist) — delivered by · JobTypes
- [Loyalty Marketing Manager](/JobTypes/Loyalty_Marketing_Manager) — delivered by · JobTypes
- [Customer Loyalty](/Departments/Customer_Loyalty) — delivered by · Departments
- [Marketing](/Departments/Marketing) — delivered by · Departments