Riona Naidu

* Customer Loyalty - a global context * Orchestrated loyalty vs. organic loyalty * Brand equity & customer loyalty * Developing a “good” loyalty Strategy

On average, loyal customers are worth up to 10 times as much as their first purchase. Source: White House Office of Consumer Affairs

70% of buying experiences are based on how the customer feels they are being treated. Source: McKinsey

VIP and loyalty program members are 70% more likely to spread the word about your business. Source: Colloquy

92% of consumers report that a word-of-mouth recommendation is the top reason they buy a product or service Source: www.torbenrick.eu

Hmmm… milk!

Customer loyalty is the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services.

http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

#5: Thinking outside your loyalty program.

http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

What ways can we supplement and enhance the traditional loyalty program?

#4: Customer analytics takes centre stage

http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

How do we measure customer loyalty?

#3: Personalisation and cohort marketing

http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

What needs do we cater for and how?

#2: Experiential rewards = biggest impact.

http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

How do customers experience the brand in a fun, new way?

#1. The “thank you” goes offline.

http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

https://www.vendhq.com/university/retail-trends-and-predictions-2015

Mobile will continue to grow.

https://www.vendhq.com/university/retail-trends-and-predictions-2015

Loyalty-wise, the points-for-purchases model will no longer be effective.

https://www.vendhq.com/university/retail-trends-and-predictions-2015

Retailers will experiment more with technology.

http://www.forbes.com/sites/blakemorgan/2014/12/22/five-trends-shaping-the-future-of-customer-service-in-2015/2/

Every Customer Is A Multi-channel Customer.

http://www.forbes.com/sites/blakemorgan/2014/12/22/five-trends-shaping-the-future-of-customer-service-in-2015/2/

Data will be more accessible and powerful.

1. Failing to deliver on ROI. 2. Poorly aligning with the brand promise. 3. Not building deeper relationships with customers. 4. Treating all customers the same. 5. Lacking differentiation. 6. Missing out on mobile. 7. Failing to evolve with time. 8. Offering bland perks. 9. Being too difficult to use. 10. Not listening to the customer.

- Only require and gather customer information that you plan on using.

- Make sure your employees know the benefits of your loyalty program and that they don’t keep it a secret.

- Don’t just focus on adding members. To get results, you need

member participation.

- Customers will carry your loyalty card if your customers see value in the program and if they are engaged in your brand.

- Tier your loyalty program so customers a reason to give you a greater share of wallet and loyalty.

Reward

Competition/Gamification

Community