The SurfGold planning process is based on the market reality that every customer has a unique need and a “one-size-fits-all” approach will not deliver results. We, therefore, study your problems in depth before developing a strategy.

Our planning process has empirical tools, which have been developed on the basis of our intensive experience in running loyalty programs across a wide range of industries and across many countries. The process consists of the following five stages:

Assess
In stage one, our consultants work with your employees and business associates to gain firsthand understanding of the specific marketing issue that your organization or specific brand is facing. Practiced and keen insight is the key tool put to use here.

Isolate
In this second stage, we seek to define the problem or challenge in the most precise way. We keep in mind the perspective that very often addressing just one marketing issue can result in a significant improvement in brand health.

Evolve
Stage three involves identifying the various segments and the respective drivers for each of them. It also involves looking at the problem from diverse angles to develop solutions that will work on the various segments and help in evaluating them.

Operate
At this stage, a detailed road map is drawn up even before the first activity begins. The operations mode concerns itself with specific norms for program implementation, benchmarking and reporting. By defining norms it is ensured that the program remains on an even keel throughout and is measurable effectively.

Understand
This final stage of the planning process involves setting up of the feedback mechanisms for both formal and informal feedback from the market. The feedback is evaluated against the objectives that were defined before the program was rolled out. This feedback also helps in taking corrective action in the course of the program.