Loyalty Leaders Tell All:Building Customer Intimacy Through Relevant

Experiences

Meet Our Panel• Bryan Pearson, Moderator

• President and CEO, LoyaltyOne• Author of The Loyalty Leap, Turning Customer Information into Customer Intimacy and

The Loyalty Leap For B2B• bpearson@loyalty.com, @pearson4loyalty

• Florence Ho• Senior Director, Global Loyalty Strategy & Analytics, Wyndham Hotel Group• Florence.Ho@wyn.com

• Jeff Maddock• Director, Customer Engagement Marketing, Fed Ex• jsmaddock@fedex.com

• John Paasonen• Director, Global Corporate Strategy, eBay Inc.• jpaasonen@paypal.com

Wyndham Hotel GroupFlorence HoSenior Director, Global Loyalty Strategy

Launch Year: Late 2003

Members: 8MM+ actives

Key Highlights: Earn rewards at 14 hotel brands

nearly 7,000 participating hotels in

60+ countries

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Wyndham Rewards - Simple, Relevant, Attainable

FedEx Game Time: A Hard Hitting Customer Loyalty Play

Overview of FedEx Game Time

• Began in 2001• Created to capitalize on NFL sponsorship (including

customer “fandom” and loyalty to NFL Brand)• Enhance customer experience and build loyalty • Points based B-to-B customer loyalty program• Tiered level offers and awards• Revenue driver (retention as by-product)

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How Fedex Leverages Data• Invite list and marketing channels determined by customer value

and volumeoEmail, Direct Mail, Interactive Marketing, Landing pages, Outbound

Telemarketing, Inbound Telemarketing (Customer Service), “Gifting” Custom messaging based on tier and progress

• Separate offers based on customer revenue modelingoShip X, Get YoRevenue Threshold

• “X” determined by in-depth analytics and modeling to encourage

“reach goals” and ensure revenue• Each customer served up a program specific to their wants,

needs, and position = better customer experience/increased loyalty

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Results

• 24,000+ Registrants• 12:2 R:E for entire campaign• Nearly double ADNR per registrant from

previous year• More than 51% registration among target, high

value Field accounts

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eBay Bucks Program Overview

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Loyalty at eBay Inc. is more than a program

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Loyalty Strategy

Brand ImageSocial & Curation

Product Experience

DefaultsCustomer

Service

Style & Design

• Curated Live Feed on Homepage

• New PayPal app

• Linked PayPal accounts

• Top Customer Programs

Panelists• Bryan Pearson, Moderator

• President and CEO, LoyaltyOne• Author of The Loyalty Leap, Turning Customer Information into Customer Intimacy and

The Loyalty Leap For B2B• bpearson@loyalty.com, @pearson4loyalty

• Florence Ho• Senior Director, Global Loyalty Strategy & Analytics, Wyndham Hotel Group• Florence.Ho@wyn.com

• Jeff Maddock• Director, Customer Engagement Marketing, Fed Ex• jsmaddock@fedex.com

• John Paasonen• Director, Global Corporate Strategy, eBay Inc.• jpaasonen@paypal.com

Loyalty Summit#CQYSummit

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