'

Growing Loyalty Beyond Traditional Reward Programs

Понравилась презентация – покажи это...





Слайд 0

GROWING LOYALTY TOWARDS REAL LOYALTY Beyond to real customer engagement 12 stepsTraditional Reward Programs


Слайд 1

LOYALTY IS AN EMOTION 2


Слайд 2

…SO WHY DO WE TREAT IT LIKE A TRANSACTION?


Слайд 3

WE HAVE BECOME VICTIMS OF HISTORY AND HABIT 1700s 1800s 1930s - 70s 1980s 1990s 2000s COPPER TOKENS COUPONS TRADING STAMPS DEREGULATION DIGITIZATION MOBILE TOOLS


Слайд 4

WE CONTINUE TO INVEST…


Слайд 5

IT MATTERS TO THE MARKET Index High Focus on Loyalty Programs Low Focus on Loyalty Programs S&P 500 SHAREHOLDERS HAVE REWARDED COMPANIES FOR HAVING A FOCUS ON LOYALTY Source: McKinsey Corporate Performance Analysis Tool – Returns on 55 major companies with a high/low focus on loyalty programs.


Слайд 6

DONE WRONG =
 RISK MARGINS -1% -10% revenue growth lower EBITDA


Слайд 7

A DISCOUNT CARD IS NOT ENOUGH


Слайд 8

ONE SIZE DOES NOT FIT ALL


Слайд 9

LOYALTY NEEDS NURTURING


Слайд 10

DOING THE SAME AS OTHERS LEADS TO FAILING IN THE SAME WAY Customer
 engagement ROI over time


Слайд 11

WHERE DID IT GO WRONG? SO.. WHAT COULD BE DIFFERENT? HOW TO SHAPE YOUR FUTURE?


Слайд 12

WHAT HOW WHEN


Слайд 13

HOW DO YOU USE WHAT YOU KNOW ABOUT ME?


Слайд 14

EDUCATE ENTERTAIN ENGAGE


Слайд 15

WHAT IF, INSTEAD OF BUYING LOYALTY, WE RECLAIMED WHAT CREATES IT? Enjoyment Quality Value Consistency Meeting Needs Recognition Availability EXPERIENCE


Слайд 16


Слайд 17

WHAT WOULD DIFFERENT LOOK LIKE? Personal Relevant Customer Centered Contextual Connected


Слайд 18

CONTEXTUAL


Слайд 19

PURPOSE PLACE


Слайд 20


Слайд 21

PERSONAL


Слайд 22


Слайд 23


Слайд 24

RELEVANT EXPERIENCES PRODUCT PRESTIGE ACCESS PRICE SERVICE


Слайд 25

54% 2x 83% More spend More referrals More Engaged


Слайд 26

CONNECTED


Слайд 27

A crowd is a tribe without a leader. A crowd is a tribe without communication. Most organisations spend their time marketing the crowd. LOYALTY IS AN EMOTION Smart organisations assemble the tribe. SETH GODIN


Слайд 28

29


Слайд 29

CUSTOMER-CENTRED 30


Слайд 30


Слайд 31

Data Big Insight Data Ubiquitous Ubiquitous Engage Touch Touch Anywhere Responsive Cloud Adaptable Cloud


Слайд 32


Слайд 33


Слайд 34

WHERE DID IT GO WRONG? SO.. WHAT COULD BE DIFFERENT? HOW TO SHAPE YOUR FUTURE?


Слайд 35

So how do you break the cycle of self-abuse?


Слайд 36

1. CONTEMPLATE: DEFINEWHAT ISCUSTOMER’s WHY 1. CONTEMPLATE: YOUR YOUR WHY?


Слайд 37

38


Слайд 38

2. PREPARE: DESIGN THE EXPERIENCE


Слайд 39


Слайд 40

BUILDING PROGRAM ELEMENTS THAT DELIGHT CUSTOMERS Focused on experiences YAY! Meaningful Pleasurable FEW PROGRAMS CROSS THIS LINE Convenient Usable Reliable Functional Focused on tasks


Слайд 41

95% engagement rate 42


Слайд 42

DEGREE OF COMMITMENT 3. TAKE ACTION: TEST AND EXPERIMENT Experimentation Moments of delight Traditional programs TIME


Слайд 43

4. MAINTAIN: IT’S NOT JUST “ONE AND DONE” Today Standard, static program Long cycles, then relaunch Future Vision IDEA
 STREAMS INNOVATION CAPABILITY BUILD, TEST & LEARN GO STOP PIVOT


Слайд 44

CREATE THE PLATFORM FOR EXPERIMENTATION Concept Ideas and prototypes Pilot Few segments/ sites Scale up Refine and expand Rollout Loyal, free and paid Evolve Becomes commodity Explore with customers Continue learning Manage capacity Mainstream Change the game


Слайд 45

THE PATH TO CONTINUOUS LOYALTY Creating a capability that evolves with your customers over time Baking innovation into the mindset and culture of your brand and people


Слайд 46

47


Слайд 47

TAKE-AWAYS • Not all customers are created equal. Avoid overinvesting by being all things to all people • Value is variable. Customers value more than money. Successful programs depend on understanding the right levers • Experience matters. Moments of connection and relevance drive repeat behavior • Test, learn, repeat. Design for iterative tests and take advantage of test data for continuous delivery and refinement


Слайд 48


Слайд 49

THANK YOU Dianne Inniss dinniss@thoughtworks.com Dan McMahon dmcma@thoughtworks.com


Слайд 50


×

HTML:





Ссылка: