continuous loyalty - from transactions to interactions
TRANSCRIPT
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Moving Beyond Loyalty Programs
TOWARDS REAL LOYALTY
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LOYALTY IS AN EMOTION
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…SO WHY DO WE TREAT IT LIKE A TRANSACTION?
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WE HAVE BECOME VICTIMS OF HISTORY AND HABIT
1700sCOPPER TOKENS
1800sCOUPONS
1930s - 70sTRADING STAMPS
1980sDEREGULATION
1990sDIGITIZATION
2000sMOBILE TOOLS
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-1% revenue growth
DONE WRONG =RISK MARGINS
-10% lower
EBITDA
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ONE SIZE DOES NOT FIT ALL
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DOING THE SAME AS OTHERS LEADS TO FAILING IN THE SAME WAY
Customerengagement
ROI over time
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SO.. WHAT COULD BE DIFFERENT?
HOW TO SHAPE YOUR FUTURE?
WHERE DID IT GO WRONG?
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A NEW APPROACH: “WHOLE BRAIN” UNDERSTANDING OF LOYALTY
TRUST HABITAFFINITY
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CONSISTENCY BUILDS TRUST
ANTICIPATETEST DELIVER RETEST REINFORCE DELIGHT
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EXPERIENCES BUILD AFFINITY
Focused on tasks
Focused on experiences
FEW PROGRAMS CROSS THIS LINE
MEANINGFUL
PLEASURABLE
CONVENIENT
USABLE
RELIABLE
FUNCTIONAL
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PATTERNS BUILD HABIT
Action
Reward
Trigger
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MOVING BEYOND THE TRADITIONAL APPROACH
TransparentRelevant
Contextual
HumanCentered
Connected
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CONTEXTUAL
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PLACEPURPOSE
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IDENTIFY CATALYSTS FOR NEW HABIT BUILDING
TIME
DEG
REE
OF
COM
MIT
MEN
T
Traditional programs
Experimentation Moments of delight
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TRANSPARENT
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HOW DO YOU USE WHAT YOU KNOW
ABOUT ME?
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EXPERIENCESCHOICESAVINGS PRESTIGEADVICEAUTONOMY
RELEVANT
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54%More spend
2xMore referrals
83%More Engaged
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CONNECTED
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LOYALTY IS AN EMOTIONA crowd is a tribe without a leader.
A crowd is a tribe without communication. Most organisations spend their time marketing the crowd.
Smart organisations assemble the tribe.SETH GODIN
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InsightEngage
Anywhere/ Everywhere
Respond at moment of impact
Big Data Mobility
Cloud
Insight Engagement
Responsiveness
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SO.. WHAT COULD BE DIFFERENT?
HOW TO SHAPE YOUR FUTURE?
WHERE DID IT GO WRONG?
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Customer Experience
OrganizationalCapability
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Standard, static program
Long cycles, then relaunch
BEYOND “ONE AND DONE” PROGRAMS
Traditional Approach
IDEASTREAMS
INNOVATION CAPABILITY
BUILD, TEST & LEARN
GO
STOP
PIVOT
Continuous Loyalty
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CREATE THE PLATFORM FOR EXPERIMENTATION AND GROWTH
Concept Ideas and prototypes
Explore with customers
Pilot Few segments/
sites
Continue learning
Scale up Refine and
expand
Manage capacity
Rollout Loyal, free and paid
Mainstream
Evolve Becomes
commodity
Change the game
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ALIGNING THE DIMENSIONS IS LIKE TETRIS
Organizational CapabilitiesCustomer experience
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Customer experience
ALIGNING THE DIMENSIONS IS LIKE TETRIS: STEP 1
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75 HAMBURGERS A SECOND
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VALUE IS CREATED BY OUTCOMES
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DOUBLE DIAMOND
understand define explore create
FIND SOLVE
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FIND THE NEED
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EXPERIENCESCHOICESAVINGS PRESTIGEADVICEAUTONOMY
RELEVANT
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DOUBLE DIAMOND
understand define explore create
FIND SOLVE
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DESIGN EXPERIENCES FOR OUTCOMES
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CREATE A SOLUTION HYPOTHESIS
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BUILD - MEASURE - LEARN
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CONTINUITY
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ALIGNING THE DIMENSIONS IS LIKE TETRIS
Organizational Capabilities
Organizational Design
ITCustomer
Experience
AND THERE ARE MORE THAN 2 PIECES
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YOU NEVER KNOW WHAT IS GOING TO HIT YOU NEXT
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A KATA FOR EVERY PIECE
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IMPROVEMENT KATA BY TOYOTA
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THE PATH TO CONTINUOUS LOYALTY
Baking innovation into the mindset
and culture of your brand and people
Creating a capability that
evolves with your customers over
timeITERATE
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• Not all customers are created equal. Avoid over-investing 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 create habits that drive repeat behavior
• Test, learn, repeat. Design for iterative tests and take advantage of test data for continuous delivery and refinement
TAKE-AWAYS