What this checklist covers
The Customer Loyalty Program Checklist is a 15-point scorecard for loyalty enrolment, benefit communication, reward tracking, eligibility, usage reporting, and retention impact. Each criterion is scored from 1 to 5 on what the auditor sees on the day, and every gap goes into an action plan with an owner and a close date.
AutoSmart tip: Loyalty programme audits should evaluate impact, not just activity. Enrolment rates and redemption volumes tell you how well the programme is being administered — but the only metric that tells you if it is actually working is whether enrolled members return at a higher rate than non-members. Always check the retention differential, not just the programme statistics.
The checks
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Enrolment and eligibility
- Is every eligible customer offered loyalty programme enrolment at the point of purchase or first service visit, with enrolment rate tracked per advisor?
- Is the loyalty programme eligibility criteria clearly defined, documented, and consistently applied, with no eligible customer excluded or ineligible customer enrolled?
- Is the enrolment process simple and completable within a single interaction, without requiring the customer to complete lengthy documentation independently?
- Is enrolment recorded in the CRM at the point of sign-up, immediately visible to all staff so the customer's loyalty status is recognised at every future touchpoint?
Benefit communication and reward tracking
- Are loyalty programme benefits explained clearly and specifically at the point of enrolment, not left for the customer to discover from printed material?
- Are customers reminded of their loyalty programme benefits at each relevant touchpoint — service visit, anniversary, redemption opportunity — rather than only at enrolment?
- Is each member's reward balance, redemption history, and upcoming eligibility tracked accurately in the system, accessible to staff at point of interaction?
- Are rewards redeemed promptly and correctly when the customer is eligible, with no customer needing to chase for a reward they have earned?
Usage reporting
- Is programme enrolment rate, active member rate, and redemption rate tracked on a defined cycle?
- Is the programme's cost per retention outcome (enrolled member who returns versus non- member) calculated and reviewed to confirm the programme is generating positive ROI?
- Are members who have not engaged with their benefits in a defined period identified and targeted with a specific re-engagement offer? RETENTION IMPACT & GOVERNANCE
- Is the return rate of loyalty programme members compared against non-members, confirming the programme is producing a measurable retention benefit?
- Is the loyalty programme reviewed at least annually, with benefits, thresholds, and communication cadence updated based on member behaviour and retention data?
- Is there a named owner of the loyalty programme at the dealership, responsible for enrolment rates, member engagement, and retention outcome reporting?
- Is loyalty programme performance included in the regular management review, reviewed alongside service retention and revenue metrics rather than as a standalone marketing item?
How to run it
How the scoring works
Before the visit, fill in the dealer or centre, the auditor, the date and the audit cycle. Then score each of the 15 checks from 1 to 5 on what you see on the day, not on what the site aims for, and add them up out of 75.
- 1Not in place
- 2Attempted
- 3Defined
- 4Managed
- 5Fully sustained
- Green60–75 · 80–100%Compliant. Keep the standard.
- Amber38–59 · 50–79%Improvement needed: a structured action plan within 30 days.
- Red0–37 · Below 50%Priority intervention, escalated to regional management.
Then close every gap
Each gap goes into the action plan tracker and moves through four stages until the auditor closes it.
- 1PendingOwner and close date set
- 2In progressWork under way, evidence gathered
- 3CompletedEvidence submitted for review
- 4ApprovedVerified and closed by the auditor
