Every relationship has its value.
ArticlesPoints, status, or club: which loyalty model to choose?
Points reward an action, status recognizes a relationship, clubs provide ongoing benefits. A grid to choose your model and avoid confusing combinations.
COUP DE POING RESOURCES
Expertise to move your programmes forward.
Methods for decision-making. Tools for action. Explore the challenges of loyalty, engagement, and rewards with the Coup de Poing teams.
YOUR NEXT DECISION STARTS HERE
What are you working on?
Choose a topic, then the format that suits you.
White papersB2B Loyalty: The brief that moves your project forward
A working white paper to align sales, marketing, finance, and IT: seven decisions, a responsibility matrix, and a launch sheet to complete.
Grow your network.B2B Loyalty Programme: The 2026 Method
A B2B programme plays out within the reality of the network: who buys, who uses, who wins? Here's how to link roles, data, and rewards to a measurable business objective.
Enthusiasm is contagious.Referral Programme: Seven Steps to Structure It
From the shared link to the validated reward, referrals are based on two paths. A seven-step method to recruit willing prospects, make the promise clear, and limit disputes.
Energy becomes collective.Sales incentives: twelve mechanisms to compare
Volume, growth, acquisition, product knowledge: not all mechanisms produce the same behaviour. Compare twelve options and build a challenge that your network considers achievable.
Recognize what connects us.Employee and Works Council Benefits: Designing a Useful Programme
The value of a benefits programme is measured by what employees actually use. Access, diversity of offers, support, and indicators: the choices that transform a catalogue into a useful service.
Measure to move forward more effectively.Measure the ROI of a loyalty programme
A programme can show strong sales without creating additional value. Switch from revenue to incremental margin, integrate all costs, and test the sensitivity of your model.
Gifts, gift cards, or experiences: how to choose?
Physical gift, gift card, or experience: the right choice depends on the audience, the timing, and the quality of delivery. Compare the perceived value and limitations of each format.
Trust is built.Customer loyalty in banking and insurance: methodological points
In banking and insurance, relationships are built over time and with multiple stakeholders. Combine programmes, advice, and networking without reducing loyalty to an acquisition bonus.
Referrals: Design a journey worth recommending
Two journeys, one attribution rule, and a measurement system. This white paper helps you move from a reward promise to a truly actionable programme.
Benefits Programme: Building Lasting Utility
A white paper to choose the right offers, simplify access, and manage usage. Includes a partner selection grid and a launch roadmap.
InfographicsPoints, statuses, or benefits: your selection grid
Three models, three value systems. An infographic to help you choose based on expected behaviour, frequency of interaction, and engagement methods.
From recruitment to value: the 7 indicators to connect
A visual grid to link access, usage, rewards, and contribution. Each indicator specifies what it measures and the denominator to keep.
NewsBenefits Programme: three lessons from case VYV
How to combine a common foundation, diverse audiences, and useful offers? Case VYV sheds light on the decisions to be made for a group-wide Benefits programme.
International programme: what the LG case reveals
A common programme in 16 countries must combine consistency and local adaptation. The LG case helps to ask the right questions about governance, data, and rewards.
Glossary 2 min
GlossaryA/B Test
An A/B test compares two variants using a defined method to understand their effect on an indicator. Assignment, volume, duration, and analysis criteria must be established. A difference observed in a small sample may be due to chance. The decision must take into account uncertainty and side effects.
Glossary 2 min
Acquisition Cost
Acquisition cost relates the expenses incurred to the number of new customers acquired within a defined scope. In referral programmes, it includes rewards as well as attributable operating costs. Validation, cancellations, and the quality of acquired customers influence the interpretation of the result.
Glossary 2 min
Activation
Activation refers to the point at which an eligible person takes a first action defined as significant. This action can be account creation, first participation, or first use. The term must always be accompanied by its operational definition and the period over which it is measured.
Glossary 2 min
API
An API defines a structured way to exchange data or request an operation between systems. In a programme, it can link purchases, eligibility, points, or orders. The contract, authentication, errors, limits, and rework must be documented to make the integration usable.
Glossary 2 min
Attrition
Attrition describes the loss of customers or the termination of a relationship according to a business definition. Explicit cancellation and prolonged inactivity are not the same thing. The inactivity threshold should be adapted to the buying cycle. A useful analysis examines cohorts and reasons for leaving.
Glossary 2 min
Average order value
The average order value relates the revenue from a set of orders to the number of retained orders. Taxes, returns, cancellations, and time periods must be specified. Its evolution can result from a change in price, product range, or customer base. It does not, on its own, demonstrate an improvement due to the programme.
Glossary 2 min
B2B Loyalty
B2B loyalty concerns relationships with professional clients, distributors, resellers, or influencers. It must take into account purchasing cycles, account structures, and the role of the people who decide, order, and benefit from the advantages. Professional services can play a significant role.
Glossary 2 min
B2C Loyalty
B2C loyalty focuses on the relationship between a brand and its individual customers. Points, statuses, clubs, and services can encourage repeat business and preference. The programme must remain clear, accessible, and consistent with purchasing habits, channels, and the brand promise.
Glossary 2 min
Cohort
A cohort brings together people who share an event or starting point, such as the month of membership. Tracking it allows for the comparison of trajectories with similar maturity. The rules for entry, exit, and observation must be stable. It helps, in particular, to understand activation, consumption, and retention.
Glossary 2 min
Consent
Consent is one of the possible bases for certain data processing. Its use requires conditions adapted to the purpose and context. In the optional audience measurement of this site, the choice is requested before collection and can be modified. Consent for one purpose does not automatically cover all others.
Glossary 2 min
Consumer Club
A consumer club organizes a relationship around access, services, content, or experiences. It can be open or reserved for specific audiences. Membership must provide tangible benefits; a closed space without activities or clear advantages is not enough to create an active community.
Glossary 2 min
Consumption Rate
The consumption rate measures the use of a value or benefit relative to a reference volume. For points, it can relate points consumed to points issued, but the periods must be compatible. The maturity of the cohorts strongly influences the interpretation of this indicator.
Glossary 2 min
CRM
CRM refers to the practices and tools that organize customer relationship management and tracking. It can centralize contacts, interactions, and opportunities. Its connection to customer loyalty depends on the necessary data and expected actions. Synchronization must have a designated person responsible and explicit controls.
Glossary 2 min
Customer Loyalty
Customer loyalty refers to actions that maintain a lasting relationship and give customers reasons to return. It combines quality of service, relevant contacts, recognition, and benefits. It is not limited to issuing points or offering discounts.
Glossary 2 min
Customer Referral Programme
Customer referral programmes facilitate a recommendation between a customer and a prospect according to defined conditions. A reward may be offered to the referrer, the referred customer, or both. Eligibility, validation, and the awarding timeframe must be clearly explained before participation to minimize misunderstandings.
Glossary 2 min
Customer Value
Customer value estimates the expected economic contribution of a relationship over time. Depending on the model, it incorporates revenue, margin, costs, and probability of continuity. It is based on assumptions that must be documented. It helps to prioritize investments, without constituting an individual certainty about the future.
Glossary 2 min
Eligible Ranges
Eligible ranges are the products or services whose purchase can contribute to a mechanism. Their definition can be based on references, categories, or periods. Catalog changes and returns must be taken into account. The rule presented to the participant must correspond to the one applied in the data.
Glossary 2 min
Employee Benefits
Employee benefits encompass programmes designed to provide value to employees beyond their base salary. Their nature, funding, and conditions can vary. The social and tax context must be examined by the relevant managers. Their usefulness is also judged by their actual accessibility.
Glossary 2 min
Employee recognition
Employee recognition values a contribution, effort, or achievement. It can take collective, individual, material, or symbolic forms. Its credibility rests on understandable criteria and attention to context. A reward does not replace working conditions or standard management practices.
Glossary 2 min
First-party data
First-party data is collected in the direct relationship between an organisation and its audiences. It can come from a purchase, an account, a contact, or participation. Collecting it directly does not exempt you from defining a purpose, a legal basis, a retention period, and appropriate access.
Glossary 2 min
Gamification
Gamification uses game-based progression, challenge, and recognition mechanisms in a different context. In a programme, it should help users understand an action or perceive progress. Adding badges or leaderboards does not guarantee lasting engagement or improved results.
Glossary 2 min
Gift card
A gift card grants the right to purchase according to the conditions set by its issuer. Its face value, validity period, participating retailers, and terms of use must be known. The digital format facilitates distribution but does not eliminate the need for information, collection, and assistance.
Glossary 2 min
Gift Library
A gift library is the space for selecting rewards within a programme. Its quality depends on the relevance of the items, their availability, and the clarity of the conditions. It links the participant's balance to an ordering experience. Delivery and support information are part of this experience.
Glossary 2 min
Incrementality
Incrementality corresponds to the proportion of a result attributable to an action compared to what would have occurred without it. It is a matter of comparison and methodology. Since the most engaged customers may already be the most active, their performance alone is not enough to prove an additional effect.
Glossary 2 min
Integrated logistics
Integrated logistics organizes the rewards operational chain: sourcing, storage, preparation, shipping, delivery, and returns, according to the agreed scope. It links the commercial promise to processing capabilities. Statuses and responsibilities must be visible to address beneficiary requests.
Glossary 2 min
Loyalty Points
Loyalty points are a unit of acquisition and use defined by the programme. Their value depends on the rules of allocation, conversion, consumption, and validity. A balance must clearly distinguish between available, pending, used, and expired points to avoid ambiguity.
Glossary 2 min
Loyalty Programme
A loyalty programme formalizes a promise, participation rules, and benefits accessible to a defined group. It can recognize purchases, seniority, referrals, or other valuable actions. The platform supports the programme; it does not, on its own, define its value.
Glossary 2 min
Network Management
Network management encompasses communications, training, events, and mechanisms that maintain partner involvement. It connects a central strategy to local realities. A useful calendar takes business cycles into account and provides participants with information they can use in their work.
Glossary 2 min
Participation Rate
The participation rate relates the number of people who completed an action to the number of people included in the reference scope. It therefore depends on the definition of participation, eligibility, and the period. A rate is only comparable to another if these conventions are compatible.
Glossary 2 min
Purchase Frequency
Purchase frequency describes the number of purchases per customer over a defined period. It must take into account the consumption cycle and differences between populations. An apparent increase may result from a shift in purchases over time. Observing cohorts helps to interpret the continuity of behaviour.
Glossary 2 min
Referred Person
The referred person is the person recommended within a referral programme. The referral must meet the stated conditions for the referral to be validated. The referral may have its own benefit. The process must include information about the referral, the choice to participate, and the handling of the referral details.
Glossary 2 min
Referrer
The referrer is the person who recommends a brand or service within a programme. Their action can take the form of a link, a code, or another validated action. Their eligibility and rights depend on the programme rules, without granting them access to all of the referred person's information.
Glossary 2 min
Retention
Retention measures the continuity of a relationship or activity over time. It can relate to a contract, an account, or a behaviour. The definition of an active customer and the observation window are essential. High retention can have several causes; it does not, in isolation, prove the effect of a programme.
Glossary 2 min
ROI
ROI relates the net result of an investment to the costs incurred. For a programme, specify the selected result, the total cost, and the period. Using the additional margin rather than the total revenue of members helps avoid a misleading interpretation of profitability.
Glossary 2 min
Sales Challenge
A sales challenge is a time-limited operation built around objectives and comparison rules. Results can be individual or collective. Fairness depends in particular on the potential, territory, history, and availability of participants, and not just on the simplicity of the ranking.
Glossary 2 min
Sales Incentive
A sales incentive aims to encourage specific sales actions through recognition or reward. It can involve an internal sales force or a network of partners. The mechanism must focus on actions that participants can influence and whose quality can be verified.
Glossary 2 min
Segmentation
Segmentation organizes a population into groups useful for a decision or action. It can be based on usage, potential, needs, or history. A segment must lead to a justifiable and understandable action. Multiplying groups without associated actions complicates management without any clear benefit.
Glossary 2 min
SSO
SSO allows access to multiple services using a shared authentication mechanism. It can reduce login difficulties and centralize certain security policies. It does not replace application-specific permissions. Rights, exits, and role changes must still be managed.
Glossary 2 min
Status
A status recognizes a member's relationship level according to explicit criteria. It may grant access to specific services or benefits. The conditions for progression, renewal, and downgrading must be defined. Its value stems primarily from the benefits it unlocks and their actual use.
Glossary 2 min
Tier
A tier corresponds to a threshold in a progression mechanism. It can trigger a change of status, a benefit, or a reward. The reference period and the handling of multiple transitions must be specified. Well-presented thresholds make the next objective understandable for the participant.
YOUR NEXT PROGRAM STARTS HERE
Let’s grow your relationships.
An ambition, a challenge, an idea? Let's talk about the programme that will move your clients and teams forward.
Let’s discuss your project