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8th FFP Loyalty Conference 2012
LEAD SPONSORS
Cross the loyalty chasm!and inspire your audience!
!Kevin Yeow, President, ICLP Americas!
8th FFP Loyalty Conference 2012
The Loyalty Chasm:!The gap between consumers’ !expectations and brand delivery!
Evaluating the global loyalty landscape!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Key trends and findings!
Real-time rewards !and instant gratification.!
Control, choice!and personalization.!
A more valuable !and relevant currency.!
Emerging markets!are heralding the change.!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Real-time rewards!and instant gratification!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Instant and real-time - a loyalty chasm!
Instant crediting , redemption, servicing.!!!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Real-time engagement!
!Mobile can facilitate greater instant behaviour.!
Spontaneous burn opportunities.!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Real-time: Marriott Rewards!
!“The rules on your points are officially relaxed”!
!
!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Please add in the ICLP logo and you might feel that it is be6er to use the grey audience background rather than this one so please feel free to play!
Control, choice!and personalization!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Give control to the customer!
Greater relevant targeted content / offers.!
Customized and ability to tailor.!Valuing interaction and data provision.!
!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Customer control: ChoicePlus Card, Amex!
!“Choose which merchant you want to earn double points with” !
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Please add in the ICLP logo and you might feel that it is be6er to use the grey audience background rather than this one so please feel free to play!
A more valuable !and relevant currency!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Currency value and utility – a loyalty chasm!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Creating greater value and utility!
More options to redeem.!
More options to earn.!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
!“Shop and earn with hundreds of merchants”!
!
Currency value – Virgin Australia!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Please add in the ICLP logo and you might feel that it is be6er to use the grey audience background rather than this one so please feel free to play!
Emerging markets!are heralding the change!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
Emerging markets heralding the change!
Challenge the traditional models of loyalty. !
Higher adoption of new channels, such as social media.!Importance of status and peer influence.!
8th FFP Loyalty Conference 2012 8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
!“Share your dream redemption and it could come true” !
Emerging markets – Wyndham Rewards!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
In summary!
Identified today’s gaps!These are relatively quick fixes.!
The new world!Leveraging intelligence and !
creativity to create loyal relationships. !
The next 25 years!More changes than !
we have seen in the past.!
8th FFP Loyalty Conference 2012
8th FFP Loyalty Conference 2012
LEAD SPONSORS
Thank you.!!!
Kevin Yeow, President, ICLP Americas!!
8th FFP Loyalty Conference 2012
Our Heritage
Origo Marke+ng Group Priority Travel Group Insurance Group
PTI
Innova+ve product marke+ng solu+ons
• ICLP is one of a number of marketing specialist companies that are part of the Origo Marketing Group, division of the Collinson Group.
8th FFP Loyalty Conference 2012
Who we are
ICLP is a leading specialist loyalty marketing agency with a 25 year track record in the successful delivery of:
• Global consumer loyalty and partnership marketing • Full service client focused agency
Global capability:
• 900+ employees • 50 nationalities • 16 wholly-owned offices combining global loyalty best practice with local market insight & execution
8th FFP Loyalty Conference 2012
ICLP Worldwide Clients Hotel Airline Retail IT Finance Others
8th FFP Loyalty Conference 2012
Full Service CRM - ICLP
Full Service CRM
Strategy & Consul+ng
Analy+cs & Repor+ng
Communica+on Planning
Technology ( Web, Mobile)
Reward Service
Partnership Marke+ng
Call Center Services
8th FFP Loyalty Conference 2012
Hotel sector case studies
8th FFP Loyalty Conference 2012
Challenge • Localisation of hotel loyalty program to China market • Increase local member acquisition • Drive member engagement throughout the region
What we do: • ICLP provided a strategic consultancy and program plan to
localise their frequent guest program . • Implemented a localised earning and redemption benefits
approach • Created a multi-lingual online member registration website to
facilitate and increase member acquisition • The program now enables fully localised, relevant and tailored
promotions and communications to its members. • Developed a loyalty system with dual language capabilities • Manage and operate Wyndham Rewards call center in China
Results • 100% year on year increase in member growth since 2007. • Members in China have the highest activity rates amongst all
the hotel group's markets. • The three tier redemption strategy has increased demand for
low and medium value local non-hotel rewards.
Wyndham Rewards
“ICLP’s understanding of a global loyalty approach and their expert knowledge of the China market was instrumental in successfully implemen<ng a
localised loyalty strategy which delivered membership growth and franchisee sa<sfac<on” Vice President of Loyalty
Marke+ng
8th FFP Loyalty Conference 2012
Challenge • Adopt a more efficient approach across a EMEA
programmes • Drive increased bookings, revenue and an improved share
of business travel from small to medium-sized corporations, whilst continuing to support the needs of local markets.
What we do:
• Develop and manage the BusinessClub program • Delivered and managed an outsourced solution including
full program management, data insight, multi-lingual customer contact centre support, etc.
• Created the business model and monthly management reports.
• Launch BusinessClub B2B program in 6 markets • Created highly targeted marketing campaigns to encourage
transactions, increase retention and drive revenue
Results • Significantly reduced operating and marketing costs through
the creation of a single program infrastructure. • Revenue attributed to bookers doubled within the first year
of the program and continued to grow year-on-year for the 4 years following launch.
• Following the success of BusinessClub IHG migrated their UK Travel Agent program to the new platform, creating BusinessClub AGENT
IHG
“BusinessClub has provided us with a valuable program with usable member data capture, allowing greater customer insight and behavioural analysis. ICLP’s support from the design and planning of the program through to the ongoing day-‐to-‐day management has proven to be
invaluable.” Karen Forrest, Business Marke+ng
Manager Europe
8th FFP Loyalty Conference 2012
Challenge • Develop and launch a brand new program across the hotel
group’s global network
What we do: • Global CRM agency
• Audited all aspects of Mandarin Oriental Hotel CRM program
• Launch and ongoing development of an unpublished CRM program for Mandarin Oriental's best customers across the network
Results
• Systems and data sharing: significant efficiencies have been realised through company wide sharing of systems and data
• Company wide training: delivered company wide CRM training and implementation of best practice
• Data driven strategies: customer communication strategies and creative solutions are now data driven
Mandarin Oriental
8th FFP Loyalty Conference 2012
Challenge • Generate incremental revenue for Jumeirah’s Sirius
Program • Increase member participation in the program
What we do: • ICLP has managed Jumeirah’s Sirius Program across
the network since 1998 • Services provided included:
– Strategic consulting – Operations – Data management, cleaning and validation – Communications – Analysis
Results
• Significantly increased incremental revenue: year on year growth of over 50%, generating significant incremental revenue
• Increase in member participation. There has been a significant increase in member activity and program participation
Jumeirah International