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20131126 SAP / Fair Value / Marks / on Customer Loyalty

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Prezentarea din data de 26 Noiembrie din cadrul evenimentului "Customer Loyalty" Tehnologia a schimbat nu doar modul prin care comunicăm între noi, ci și interacțiunea consumatorilor din ce in ce mai pretenţioşi cu brandurile. Cum răspund brandurile în fața acestor provocări? In cadrul evenimentului au mai prezentat Vlad Stănescu (SAP Romania), Marcel Isăilă si Irina Popescu (Fair Value)
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Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania MARKS
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Page 1: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

MARKS

Page 2: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TEHNOLOGIE +

PSIHOLOGIE =

Page 3: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TEHNOLOGIE +

PSIHOLOGIE =

Page 4: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Page 5: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

PROIECTE 2005 - 2013

Page 6: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

PROIECTE 2005 - 2013

Page 7: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

STRATEGIE

Page 8: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

VALOARE

Page 9: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

PRODUCATOR

CONSUMATOR

VALOARE

Page 10: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

FURN

IZO

RIC

OM

PEMEN

TORI

PRODUCATOR

CONSUMATOR

VALOARE

Page 11: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

FURN

IZO

RIC

OM

PEMEN

TORI

PRODUCATOR

CONSUMATOR

VALOARE

Page 12: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

INOVATIE LOIALIZARE

Page 13: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

ISTORIA LOIALITATII

Page 14: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Page 15: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Sperry & Hutchins

1896

Page 16: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMIFICARE

Page 17: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMIFICARE

Aplicarea principiilor si tehnicilor de joc in contexte non-joc (business / social / educational) avand ca scop cresterea motivarii si a implicarii.

Page 18: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMIFICARE

Aplicarea principiilor si tehnicilor de joc in contexte non-joc (business / social / educational) avand ca scop cresterea motivarii si a implicarii.

Page 19: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

Page 20: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

2015

40%

Operațiuni

Page 21: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

2015

40%

Operațiuni

2016

100%

Marketing

Page 22: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

2015

40%

Operațiuni

2016

100%

Marketing

2017

50%

HRStudiu Gartner, Gamification: Engagement Strategies for Business & IT, Nov 2012

Page 23: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

2015

40%

Operațiuni

2016

100%

Marketing

2017

50%

HRStudiu Gartner, Gamification: Engagement Strategies for Business & IT, Nov 2012

Page 24: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

DESPRE CE E VORBA?

Page 25: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Jocurile tind sa reflecte societatea in care au fost

create sau jucate

Page 26: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1930’

Page 27: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1930’

Page 28: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1960’

Page 29: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1960’

Page 30: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1980’

Page 31: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1980’

Page 32: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2009’

Page 33: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2009’

Page 34: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Smartphone: revolutia de marimea

unei carti de joc

Page 35: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Smartphone: revolutia de marimea

unei carti de joc

Page 36: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMING

TITANIC

AVATAR

World of W

0 3.333 6.667 10

Page 37: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMING

TITANIC

AVATAR

World of W

0 3.333 6.667 10

2 MILIARDE

Page 38: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMING

TITANIC

AVATAR

World of W

0 3.333 6.667 10

3 MILIARDE

2 MILIARDE

Page 39: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMING

TITANIC

AVATAR

World of W

0 3.333 6.667 10

10 MILIARDE

3 MILIARDE

2 MILIARDE

Page 40: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

ANUALSUA

2000

2012

0 50 100 150

Page 41: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

ANUALSUA

2000

2012

0 50 100 150

75 ORE

Page 42: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

ANUALSUA

2000

2012

0 50 100 150

142 ORE

75 ORE

Page 43: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

PRIMA GENERATIE DE ADULTI

Page 44: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

4 TIPURI DE “FUN”EASY

HARD

SOCIAL

SERIOUS4 Keys to Fun / XEO Design / www.4k2f.com

Page 45: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

4 TIPOLOGII COMPORTAMENTALE

Page 46: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Page 47: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Killers

20%

STRUCTURA

Page 48: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Killers

20% 40%

Achievers

STRUCTURA

Page 49: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Killers

20% 40%

Achievers

50%

Explorers

STRUCTURA

Page 50: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Killers

20% 40%

Achievers

50%

Explorers

80%

Socializers

STRUCTURA

Page 51: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Page 52: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

-140

-70

0

70

CERCETARE PIERDERIStudiu Gartner 2012 / Germania / EUR

Page 53: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

-140

-70

0

70

CERCETARE PIERDERI

65 MILIARDE

Studiu Gartner 2012 / Germania / EUR

Page 54: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

-140

-70

0

70

CERCETARE PIERDERI

-138 MILIARDE

65 MILIARDE

Studiu Gartner 2012 / Germania / EUR

Page 55: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Status

Access

Power

Stuff

Page 56: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Page 57: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Page 58: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TIPS & TRICKS

• Vanzarea e rezultatul, nu masura

• Atentie la toate actiunile care preced, sau care pot duce la obiectivul final

• MICRO-CONVERSII

Page 59: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TIPS & TRICKS

• FEEDBACK in timp real

• Atentie la factorii MOTIVATIONALI - Cerceteaza

Page 60: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TIPS & TRICKS

• Incepeti cu un PILOT

• SCHIMBAREA SI ACORDUL FIN sunt parte din dezvoltare

Page 61: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

MULȚUMESCIulian Padurariu


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