michael leander
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Защо най-добрите световни програми за лоялност използват автоматизиран маркетинг и как и вие можете да го направите
Sofia Loyalty Marketing Conference
Майкъл Леандер
Which is the biggest reason for customers leaving you ?
• Clique para editar os estilos– Segundo nível– Terceiro nível
• Quarto nível– Quinto nível
Influenced by friends
Turned away byindifference
Attracted by competition
Indifferent examples from my life• The bank - > only when they want something from me
• The utility -> only when terms change
• The insurance -> only when trying to up/cross-sell me, but no alert on policy renewals
• The airlines -> useless offers every week
• The hotels -> even more useless offers weekly
Our challenge and the next 25 minutes
>> why world class loyalty programs use marketing automation and why you should too
>> how to ensure frequent and relevant communication to your most valuable customers
>> how to get a competitive advantage through a smarter approach to social conversations
Leave your business card to sign-up to get loyalty marketing newsletters
Ask yourself;how many positive interactions does it take to change a negative perception or indifference?
How many negative interactions to reverse the perception?
Measure the customer experience and refer individual feedback to your database- Ask
questions
- Store satisfaction score on individual customer
- Use in segmentationTop Tip
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A few words about social & loyalty
Tips about social
• Take an active part in the conversation
– Open & honest– Transparent– Responsive
• Leverage your social reach to engage audiences whom then in turn engage others
• Use reputation / influence scores to differentiate VIP’s even if they are not VIP customers yet
World class marketers understand movements in buyer behavior changes
Your audience exposed to 4-6.000 ad messages per day & times are changing
OTS* high to get a reaction
No sex on the
first date
*OTS = Opportunity to see
Referral & recommendation
Latency increase
incubationtime
Get more inspiration http://www.zeromomentoftruth.com
Short attention span, loads of intrusion- how do you cut through the clutter?
Brain
filter
Do I know you?
Do I need you?
Can I trust you?
MIN
DBOX
Unique passionateemotionalauthentic
c - focusedinteractivemeaningful
…
How to get into the Mind Box?
Add frequency
to that, buddy !
The ultimate customer experience – think automation• Click to edit Master text styles
– Second level– Third level
• Fourth level– Fifth level
Ask:How can I deliver a great customer experience wherever I interact with my customers?
How can I utilize all customer touch points for maximum benefit to me and my customers?
How do I align that with my ROMI and other objectives?
why world class loyalty programs use “smart” marketing automation and why you should too
how to ensure frequent and relevant communication to your most valuable customers
They want to remain interesting to the individual customer continuously Question is how do you remain interesting to the customer?- Frequency- Relevancy- Value add
Days since last purchase
They want to get away from thisscenario (happens everyday)• Clique para editar os estilos
– Segundo nível– Terceiro nível
• Quarto nível– Quinto nível
SAS SUCKS
Member for 19 years
Wife, au pair & 3 childrenTransaction
volume in excess of€ 250.000
Average 8 flights
pr. month with Star Alliance
Super connected
Strong voice in social space
Last flight 10 days ago
Lifetime: Another25 years
They want to divorce their brand fromthis pathetic stat
… and be part of this stat
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Create meaningful customer segments - try to spot the unprofitable customers & remember One Size Doesn’t Fit All
This 28% lost 22% of the bank’s profits!
Bank Customers by Profitability
79.67%
24.82%15.83%
1.52%
-21.83%
-40.00%
-20.00%
0.00%
20.00%
40.00%
60.00%
80.00%
5% 11% 28% 28% 28%
Marketing automation drives ROI
• Marketing automation drives a 14.5 percent increase in sales productivity
• and a 12.2 percent reduction in marketing overhead
Even simple marketing automation based on behavior will increase marketing ROI 27
Simple marketing automation
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Day 1 Day 3
OTS = Opportunity to See
must increase
• Remember: people take longer time to make a decision• Higher frequency will not hurt you as long as you
are well established in the Mind-Box• In digital marketing, be sure to differentiate messages
based on open, clicked, no action
Quick Win examples based on your industry• Appreciation <<< • Revenue generation• Increase customer experience• Lead generating• Referral generation• Follow-up for increase conversion• Etc.
Get the rest at theworkshop tomorrow
Let’s talk about how to and what to do
(c) Michael Leander Nielsen, 2009
32
Differentiated
Communication shows
customer care
Map the customer journey
Predict customers immediate needs,future needs, quality of past experiences
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• The buying center DIO: decide, influence, obstruct• Map customer satisfaction and leverage RFM & loyalty scoring in your communication• Know where the friction is, know where/when new opportunities arise
Refine customer profiles and investsmartly in building the best database• A good database will
increase your competitive advantage
• Permission marketing implementation is a must
• Continuously appending knowledge to your customer profiles sets winners apart from losers
• Relevancy, timing, precision targeting
What is essential for you to know about your target audience?
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Attitudinal data- Opinions - Preferences- Needs- Desires
Interaction data- Offer/order- Click behavior online- Response behavior- Referral behavior
Profiling
Historic data• Orders• Transactions• Usage history• Payment history Orders
Personal data• Attributes• Characteristics• Misc. info• (Geo)demographics
Match content and offers to stages –use persona’s if relevant to your situation
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Prerequisites> Profile insights> Content to match> Good database &marketing executionsystem> A clear objectivedriven plan on whatyou want to accomplish
See case study – integrated campaign
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See the campaign case study here
Smart loyalty marketers focus on
THE NEXT TRANSACTION
The rest focus onTHE LAST TRANSACTION
Rate this presentation at www.speakerscore.com
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Michael Leander is an internationalmarketing speaker.
Find him herehttp://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com
Questions, comments: send an email to [email protected]
• Clique para editar os estilos– Segundo nível– Terceiro nível
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See examples of these senses applied – get the case studies
What your audience expects
What your audience experience
Automate your inbound and outbound marketing efforts wherever it makes sense
Personalized with title and name Targeted relevant offer
Image and copy based on life stage
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So what is loyalty and how does it deliver profits to you?• Reel Loyalty = Retention
– Best managed through RFM
• “Social” Loyalty = Sharing your message, which in turn may attract new customers
• Refound/renewed Loyalty = Change of perception and became satisfied & loyal again
How to work with profiling (B2B example)
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BANT = Budget, Authority, Need, Timeline
Remember: No profiling results in very poor segmentation
Establish relationships and managethese relationships smartly
How do most people make buying decisions?
With logic With emotions
Buyers don’t make logical, rational buying decisions. They
make emotional decisions and then justify those decisions by rationalizing them
after the fact.
70/30
The ultimate customer experience – think automation• Click to edit Master text styles
– Second level– Third level
• Fourth level– Fifth level
Ask:How can I deliver a great customer experience wherever I interact with my customers?
How can I utilize all customer touch points for maximum benefit to me and my customers?
How do I align that with my ROMI and other objectives?
Understand your customers and learnabout their behavior