28. True Loyalty
Mercenary Loyalty
Cult Loyalty
Inertia Loyalty
Customer Loyalty Matrix RELATIONAL
TRANSACTIONAL
PASSIVE ACTIVE
“The brand reflects my personal identity”.
GOAL: OPTIMISE THE TRIBE
“I’m loyal because you pay me to be loyal”.
GOAL: OPTIMISE THE INCENTIVE
“The connection to the brand goers beyond the offer”.
GOAL: OPTIMISE THE EXPERIENCE
“I’m only here because it’s too much
trouble to go elsewhere”.
GOAL: OPTIMISE THE BARRIERS TO EXIT
Watson Marketing
CUSTOMER SERVICESEEK FEEDBACK
EDUCATE CUSTOMERSBUILD RELATIONSHIPS
RIGHT MESSAGE • RIGHT CHANNEL • RIGHT TIME = TELL BETTER STORIES
Retention Tactic
34. 2
3
4
1
Conversational Commerce
DIRECTLY ENGAGES THE CUSTOMER IN
VALUE-ADDED DIALOGUE
Begins by asking the customer “why?”
DELIVERS PERSONALIZED
RESULTS
Builds trust and confidence in the
purchase through personalized and
contextual results
BUILDS A BRIDGE OVER THE
PHYSICAL/DIGITAL GAP
More like a great in-store sales experience
INSIGHTS GAINED MAKE THE BUSINESS
SMARTER
Customer-driven insights can inform product
development, marketing and merchandising
decisions
35. THE NORTH FACE JACKET FINDER
POWERED BY EXPERT PERSONAL SHOPPER