Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Creating better CX to increase customer loyalty

129 vues

Publié le

It's not enough to expect your customers to react to traditional stamp or points-based loyalty programs anymore. Now, more than ever, you must consider the entire customer journey and what customer motivations and pain points you should address along it to maximise the emotional connection.

Publié dans : Marketing
  • Soyez le premier à aimer ceci

Creating better CX to increase customer loyalty

  1. 1. 1 ©2017 The Marketing Store. All rights reserved.
  2. 2. 2 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE BRANDING IS EVERYTHING EVERYTHING IS BRANDING Service Economy Experience Economy THEN NOW
  3. 3. 3 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE THE BUSINESS IS EVERYTHING THE CUSTOMER IS EVERYTHING Old Loyalty New Loyalty THEN NOW
  4. 4. 4 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH ENGAGEMENT EXPERIENCE IS THE BRAND
  5. 5. 5 ©2017 The Marketing Store. All rights reserved. CUSTOMER EXPERIENCE MATTERS THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE
  6. 6. 6 ©2017 The Marketing Store. All rights reserved. DIGITAL PHYSICAL
  7. 7. 7 ©2017 The Marketing Store. All rights reserved.
  8. 8. 8 ©2017 The Marketing Store. All rights reserved.
  9. 9. 9 ©2017 The Marketing Store. All rights reserved.
  10. 10. 10 ©2017 The Marketing Store. All rights reserved.
  11. 11. 11 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE Personalisation Time & Effort Expectations Resolution Integrity Empathy KPMG SIX PILLARS
  12. 12. 12 ©2017 The Marketing Store. All rights reserved. GREAT SERVICE TRUMPS PERFECTION THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE
  13. 13. 13 ©2017 The Marketing Store. All rights reserved. WHAT IS LOYALTY? THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE
  14. 14. 14 ©2017 The Marketing Store. All rights reserved. LOYALTY IS CHOICE THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE A customer is choosing you multiple times over another brand or service – and there are MANY to choose from these days.
  15. 15. 15 ©2017 The Marketing Store. All rights reserved. BEYOND POINTS THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE
  16. 16. 16 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE Savvy companies should look beyond simple rewards programs to delight, create and retain loyal customers. They are looking to solve customers’ problems and soothe pain points.
  17. 17. 17 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE STARBUCKS Real time rewards Make and pay for orders Free music streaming
  18. 18. 18 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE STARWOOD SPG Special offers Checking in and out Room status Keyless entry
  19. 19. 19 ©2017 The Marketing Store. All rights reserved. WHY YOU SHOULD CARE! THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE
  20. 20. 20 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE On average, loyal customers are worth up to 10 times as much as their first purchase. LOYAL CUSTOMERS (IPSOS)
  21. 21. 21 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE LOYAL CUSTOMERS Less expensive Less expensive More consistent Spend more Refer more business
  22. 22. 22 ©2017 The Marketing Store. All rights reserved. 80% OF YOUR REVENUE THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE is being generated by only 20% of your customers. (IPSOS)
  23. 23. 23 ©2017 The Marketing Store. All rights reserved. 5X MORE THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE The cost of attracting new customers over keeping existing ones. 68% MORE How much existing customers will spend versus new customers. (FORRESTER)
  24. 24. 24 ©2017 The Marketing Store. All rights reserved. WHAT CREATES LOYALTY? THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE
  25. 25. 25 ©2017 The Marketing Store. All rights reserved. ONGOING SATISFACTION & CONNECTION THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE
  26. 26. 26 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE Forget B2B or B2C – it’s H2H that matters: Human to Human
  27. 27. 27 ©2017 The Marketing Store. All rights reserved. RETENTION MATTERS THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE
  28. 28. 28 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE LOYALTY BARRIERS Bad customer service Less expensive Other options Prefer competitor Not incentivised
  29. 29. 29 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE LOYALTY GOALS + visit frequency Less expensive + spend per visit Win back lost customers Increase the customer lifetime value
  30. 30. 30 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE TRUE Optimise the Experience “My connection to the brand goes beyond the offer.” CULT Optimise the Tribe “The brand reflects my personal identity.” INTERTIA Optimise the Experience “I’m only here because it’s too much trouble to go elsewhere.” MERCENARY Optimise the Tribe “I’m loyal because you pay me to be loyal.” Relational Transactional Passive Active 4-DIMENSIONAL LOYALTY FRAMEWORK There is no one strategy to rule them all. Any retention strategy should leverage empirical data about where your customers are in this matrix and then devise how to get them to the next level.
  31. 31. 31 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE • No other alternative. • Verge of disappearing. • Your prices can be beaten; competitors offering similar products can arrive at any time. • Deeper engagement with existing customers is key. INERTIA Passive/Transactional TRUE Optimise the Experience “My connection to the brand goes beyond the offer.” CULT Optimise the Tribe “The brand reflects my personal identity.” INTERTIA Optimise the Experience “I’m only here because it’s too much trouble to go elsewhere.” MERCENARY Optimise the Tribe “I’m loyal because you pay me to be loyal.” Relational Transactional Passive Active
  32. 32. 32 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE MERCENARY Active/Transactional • Discount driven and opportunistic. • Not committed to your products or values. • Rewards will encourage certain behaviours and viewpoints. TRUE Optimise the Experience “My connection to the brand goes beyond the offer.” CULT Optimise the Tribe “The brand reflects my personal identity.” INTERTIA Optimise the Experience “I’m only here because it’s too much trouble to go elsewhere.” MERCENARY Optimise the Tribe “I’m loyal because you pay me to be loyal.” Relational Transactional Passive Active
  33. 33. 33 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE TRUE Active/Transactional • Loyalty based on the quality of your products. • Buying from you because they love what you sell. • Customers here want satisfaction across all levels – products, comms, CX and digital access to stores. TRUE Optimise the Experience “My connection to the brand goes beyond the offer.” CULT Optimise the Tribe “The brand reflects my personal identity.” INTERTIA Optimise the Experience “I’m only here because it’s too much trouble to go elsewhere.” MERCENARY Optimise the Tribe “I’m loyal because you pay me to be loyal.” Relational Transactional Passive Active
  34. 34. 34 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE CULT Active/Relational • A result of quality and powerful brand messaging. • Customers are proud to be associated with you. • Vocal advocates. • You have succeeded selling your ideas and your brand. • People feel a kinship with other customers who buy from and support you. TRUE Optimise the Experience “My connection to the brand goes beyond the offer.” CULT Optimise the Tribe “The brand reflects my personal identity.” INTERTIA Optimise the Experience “I’m only here because it’s too much trouble to go elsewhere.” MERCENARY Optimise the Tribe “I’m loyal because you pay me to be loyal.” Relational Transactional Passive Active
  35. 35. 35 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE WHAT CUSTOMERS WANT To be rewarded for their loyalty Less expensive We give, they get; They give, we get. To have a personalised relationship with you. To be told about special offers.
  36. 36. 36 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE WHAT CUSTOMERS DON’T WANT To be hit with irrelevant messaging. Less expensive To be ignored for their loyalty. To feel like they aren’t special to you. To be treated like they aren’t cared about.
  37. 37. 37 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE WHAT BUSINESS WANTS + share of wallet, purchase and value. Less expensive Understand behaviour to refine experiences. Loyalty and CRM to scale and be flexible.
  38. 38. 38 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE WHAT BUSINESS DOESN’T WANT Angry and vocal customers on social. Less expensive To blindly follow the competition. Any increase in customer churn.
  39. 39. 39 ©2017 The Marketing Store. All rights reserved. THE MARKETING STORE / LOYALTY THROUGH EXPERIENCE REAL LOYALTY IS DRIVEN BY EMOTION Trust. Satisfaction. Reward.
  40. 40. 40 ©2017 The Marketing Store. All rights reserved.
  41. 41. 41 ©2017 The Marketing Store. All rights reserved.

×