Digital Loyalty Transformation

Overview

From paper stamp cards to a data driven loyalty platform.

Led the analysis and design of a digital loyalty transformation for a multi location coffee retailer seeking to replace a paper based loyalty programme with a scalable digital solution that improved customer engagement, centralised data and automated communications.

The proposed solution combined digital registration via Google Forms, customer data management in Google Sheets, Zapier automation for reward notifications, a KPI dashboard and a future state process model to create a more consistent, data driven customer experience.

Root Cause Analysis

Six root cause categories, one paper based core.

5 Whys and fishbone analysis mapped the underlying causes of low programme visibility across People, Process, Technology, Data, Strategy and Governance. The staircase diagram below shows how each category feeds the core problem: a manual loyalty system limiting retention, data visibility and automation.

Fishbone staircase root cause analysis for digital loyalty transformation — **Fishbone staircase.** Six categories mapped across People, Process, Technology, Data, Strategy and Governance, each with contributing root causes pointing to the core problem: a manual loyalty system limiting retention, data visibility and automation.

I addressed all six root cause areas through the solution design, introducing digital registration, centralised data, automated reward logic, a KPI dashboard and a governance framework as core components of the future state model.

My Role

Business Analyst and Product Owner across the full project lifecycle.

I led discovery, requirements elicitation, AS IS process mapping, TO BE process design, root cause analysis, loyalty programme design, automation workflow design, KPI framework definition, dashboard design and roadmap planning.

I also defined the product backlog, applied MoSCoW prioritisation to scope the MVP and produced the implementation roadmap and future state operating model.

No customer data capture

Manual reward tracking across 30 locations

No customer segmentation capability

Inconsistent reward validation

No performance reporting or loyalty analytics

Limited scalability as the business grew

Solution in Action

Built, prototyped and measured.

The solution was prototyped end to end: a Google Forms registration form capturing customer data, a KAHVIKOTI Digital Loyalty Dashboard built from that data showing real programme metrics, and customer behaviour charts surfacing peak visit patterns and purchase frequency.

Google Forms digital loyalty registration form — **Digital registration form.** Google Forms prototype of the customer sign-up entry point, branded with the loyalty programme imagery and capturing customer details to feed the centralised Google Sheets database.

Bar chart showing frequency of coffee purchase quantities — **Purchase frequency.** Survey data showing that customers buying 5 or more coffees per visit were the largest group, informing the reward threshold design and eligibility logic.

Process Automation & Future State

Zapier automation and a TO BE operating model.

The automation layer used Google Sheets as the trigger, splitting into two paths: Path A for welcome email dispatch and Path B for reward eligibility checking with conditional notification logic. The TO BE BPMN model shows the full future state operating model across Customer, Staff, Automated Loyalty System and Management swimlanes.

Zapier automation workflow for loyalty programme — **Zapier automation.** A new Google Sheets row (customer registration) triggers a split path: Path A sends a welcome email, Path B evaluates reward eligibility and sends a conditional notification using Formatter and Gmail steps.

KahviKoti TO-BE future state BPMN process design — **TO BE process model.** The full future state BPMN showing automated registration, loyalty tracking, reward scoring, multi-channel notifications, redemption validation and management dashboard review across four swimlanes.

Impact & Outcomes

A complete future state design for a scalable loyalty platform.

30

Locations in scope

15.8%

Reward rate in prototype dataset

3

Eligible rewards issued in live test

5+

Core automation paths designed in Zapier

6

Root cause categories analysed

Multi phase

Implementation roadmap delivered

✓Digital transformation roadmap produced and validated with stakeholders

✓Customer data capture framework established via Google Forms and Sheets

✓Automated communication workflows designed and prototyped in Zapier

✓KPI dashboard designed and built, showing real programme metrics

✓Future state BPMN operating model documented across all swimlanes

✓Foundation established for future POS integration and customer segmentation

Deliverables

The full artefact set.

Business Analysis

Business Requirements Document
Stakeholder analysis and RACI
Root cause analysis
Fishbone analysis
5 Whys analysis
Functional requirements
Non functional requirements
AS IS process model
TO BE process model

Product & Automation

Loyalty programme design
Product backlog
MVP scope definition
Zapier workflow design
Reward eligibility logic
Automated notification flow
Customer journey design

Analytics & Strategy

Loyalty KPI dashboard
KPI framework
Customer behaviour analysis
Performance reporting model
Implementation roadmap
Future state operating model
Phase based delivery plan

Business analysisProduct ownershipDigital transformationProcess automationGoogle FormsGoogle SheetsZapierBPMN process modellingDashboard analyticsRoot cause analysisMoSCoW prioritisationRACI matrix