Operating scope

Country head

Capability

All capabilities

Active handovers

Outcomes written back

Connected work · Agent system

Business vertical

Customer, loyalty and marketing

Agent on shift

Loyalty Brain

Accountable person

CRM and campaign leads

Evidence · live

Member and consent register

Next step

LoyaltyOS

LoyaltyOS · screen 05 of 06

High value protection

Frequency falls before spend does. Spend is a lagging alarm.

3 issues · 2 waiting on you

Issues in scope

3 instances across 2 places

Waiting on you

0 already decided in this session

Three largest

AED 13.2m–AED 45.9m

Modelled annual value, three largest only

Running without asking

0 armed and waiting on a threshold

Decision owner

Country head

Returns to Country retail lead, Customer care

Scope

Oman

27 stores · all capabilities

Listen

Top decile by frequencyVisit interval changeStore and catchment

Process

Frequency change, not spend changeStore or member causeWho should make contact

Act

Named owner per catchmentQuestion on who callsNo profiling beyond the record

Written backEvery outcome returns to the systems that produced the evidence.

KindOrder

Queue

3 issues · 2 waiting on you

Approve

1,563 high value members in Oman are visiting a third less often and spending the same

Oman

What happened

Visit interval has lengthened materially while basket value has risen to compensate, so total spend looks flat. Every spend-based measure in the business reads these members as healthy.

Why it matters

This is usually what leaving looks like several months before it appears in the numbers. By the time spend falls, the member has already established a routine somewhere else, and the recovery rate at that point is a fraction of what it is now.

Already done

The cohort is identified on interval rather than spend, with each member's home store attached so the list can be owned locally.

Worth

AED 8.0m to AED 28.5m a yearModelledTop decile members whose visit interval has lengthened while spend holds flat. Value is their annual spend times the recovery rate at this stage rather than after spend falls.High value visit interval

Then what

Named owner per catchment, members assignedCountry retail leadReports back 23 Sept

If approved

A named owner is assigned per catchment with their members attached

If declined

The list sits unowned, and an unowned list tends to stay unworked

Question

It is not settled whether a person or the agent should make this call

Oman

What happened

This group may reasonably expect a human. The agent can prepare everything and place the call, or prepare everything and hand it to a store manager.

Why it matters

Getting this wrong in either direction is costly. An automated call to a top decile member can read as indifference. A store manager call that never happens because nobody had time is worse than an agent call that did.

Already done

The list, the context and the reason for each member are prepared either way. Only the channel is open.

Worth

AED 5.2m to AED 17.4m a yearModelledChannel decides whether this group is recovered or offended. Value is the difference in outcome between a prepared call and an unowned list.High value members with a named owner

Then what

Channel rule recorded, list released to the chosen ownerCustomer careReports back 21 Sept

Declined

External enrichment on these members was available and refused

Khurais Road

What happened

Public and third party data could have added considerable detail to each of these member records. Nothing outside the transaction history has been used.

Why it matters

A loyalty programme that knows what you bought is a loyalty programme. One that knows things you did not tell it is surveillance, and the difference is obvious to the member the first time it shows.

Already done

Every decision on this cohort is made from transaction history held under the member's own consent.

Exposure

Not a revenue lineExternal enrichment on a named individual is what turns a loyalty programme into the application customers delete.Decisions made from transaction history only

Then what

Refusal held, transaction history onlyGroupStanding, no return date

Override

Nobody. Refused at design

Cost of overriding

External enrichment on a named individual is what turns a loyalty programme into the thing customers delete