SERENDIPITY

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E N G I N E E R I N G O M N I C H A N N E L P E R S P E C T I V E S

“ IF YOU DON’T LIKE CHANGE, you’re going to like irrelevance even less.

General Eric Shinseki, U.S. Army, Ret.,

Former Secretary Veterans Affairs

Image credit: Flickr user Loïc Lagarde

DIGITAL VELOCITY

Image credit: Flickr user Fred Seibert

MARKETING CACOPHONY

Sources: 2000 COLLOQUY Sizing Study, 2007 COLLOQUY Loyalty Census, 2009 COLLOQUY Loyalty Census, 2011 COLLOQUY Loyalty Census, 2013 COLLOQUY Loyalty Census, 2015 COLLOQUY Loyalty Census

2000 2006 2008 2010 2012 2014

.97B

1.34B

1.80B

2.09B

2.65B

3.32B

37.3%

34.5%

16.3%

26.7%

25.5%

LOYALTY GROWTH

Source: 2011 COLLOQUY Loyalty Census

54%

46%

2010

ENGAGEMENT DECELERATION

ENGAGEMENT DECELERATION

Source: 2013 COLLOQUY Loyalty Census

44%

2012

56%

Source: 2015 COLLOQUY Loyalty Census

58%

42%

2014

ENGAGEMENT DECELERATION

Source: 2015 COLLOQUY Loyalty Census

58%

42%

2014

ENGAGEMENT DECELERATION

29

12

Source: 2015 COLLOQUY Loyalty Census

58%

42%

2014

ENGAGEMENT DECELERATION

SILOED INSIGHTS

“ I love you and

YOU DON’T EVEN KNOW MY NAME.

Fara Howard, Global VP Marketing for Vans Gartner Digital Marketing Conference

STUNTED GROWTH

Image credit: Flickr user Microsoft Australia

“WE MOVE INTO A WORLD OF ENGINEERED SERENDIPITY.” JASON SILVA

POINTS � REWARDS � KEYFOBS � CARDS � STATUS � BIRTHDAYS � REWARDS CATALOG � NEWSLETTERS � PERSONALIZATION � ONBOARDING EMAILS �

CUSTOMER LIFETIME VALUE � HIGH POTENTIAL � INFLUENCERS � CHECK-INS � MEMBERS � PLATINUM � GOLD � FREQUENCY � ENGAGEMENT �

RETENTION � ACQUISITION � TANGIBLE � BENEFITS � PREFERENCES � GROWTH � SHARE OF WALLET � SELF-REPORTED DATA �

REPEAT VISITS � BASKET ANALYSIS � DISCOUNTS � EARN AND BURN � REDEMPTION � SPLITTERS � HIGH POTENTIAL � TRUNK SHOWS � REMINDER EMAILS �

PROFITABILITY � LOOKALIKES � PRIVILEGE � SURPRISE AND DELIGHT � JOURNEYS � EXPERIENTIAL BENEFITS � SWEEPSTAKES � FREEBIES �

FREE SHIPPING � INCENTIVES � ADVANCE NOTICE � EXCLUSIVE OFFERS � BONUS EVENTS � SURVEYS � MEMBER LOUNGES � MILES AND SEGMENTS � FREE UPGRADES � PARTNER PROMOTIONS � ELITE STATUS � PERKS � PURCHASE TRACKING � FIRST ACCESS � EXECUTIVE FLOORS � SUITE UPGRADE �

PRIORITY BOARDING � FREE CHECKED BAGS � NEXT CLASS OF VEHICLE � HAPPY HOUR � FREE CHAMPAGNE � CASH BACK � COURTESY VALET �

VELVET ROPE � GAMIFICATION � VIP HOTLINE � RESERVED SEATING � COMPLIMENTARY DRINKS � TIERS � SOCIAL SHARING � BADGES �

HASHTAGS � REFER-A-FRIEND � SHARE OF MIND � RETWEETS � SOCIAL LOGIN � PERSONAL STYLIST � FAST PASS � TRIALS � FREE SAMPLES �

BRAND EXPERIENCES � EARLY SALE ACCESS � DONATIONS � SNEAK PEEKS � GAS DISCOUNTS � FREE WRAPPING � WIFI ACCESS � PROGRAM EDUCATION �

SURPRISE AND DELIGHT � EXPEDITED CHECK-IN � BOTTLED WATER � FRESH COOKIES � NAME IN LIGHTS � CONCIERGE SERVICE � BACKSTAGE PASSES �

OVERNIGHT SHIPPING � AFFILIATE PROGRAMS � ENGAGEMENT REWARDS � PRODUCT REVIEWS � EASY RETURNS � ADVOCACY �

POINTS � REWARDS � KEYFOBS � CARDS � STATUS � BIRTHDAYS � REWARDS CATALOG � NEWSLETTERS � PERSONALIZATION � ONBOARDING EMAILS �

CUSTOMER LIFETIME VALUE � HIGH POTENTIAL � INFLUENCERS � CHECK-INS � MEMBERS � PLATINUM � GOLD � FREQUENCY � ENGAGEMENT �

RETENTION � ACQUISITION � TANGIBLE � BENEFITS � PREFERENCES � GROWTH � SHARE OF WALLET � SELF-REPORTED DATA �

REPEAT VISITS � BASKET ANALYSIS � DISCOUNTS � EARN AND BURN � REDEMPTION � SPLITTERS � HIGH POTENTIAL � TRUNK SHOWS � REMINDER EMAILS �

PROFITABILITY � LOOKALIKES � PRIVILEGE � SURPRISE AND DELIGHT � JOURNEYS � EXPERIENTIAL BENEFITS � SWEEPSTAKES � FREEBIES �

FREE SHIPPING � INCENTIVES � ADVANCE NOTICE � EXCLUSIVE OFFERS � BONUS EVENTS � SURVEYS � MEMBER LOUNGES � MILES AND SEGMENTS � FREE UPGRADES � PARTNER PROMOTIONS � ELITE STATUS � PERKS � PURCHASE TRACKING � FIRST ACCESS � EXECUTIVE FLOORS � SUITE UPGRADE �

PRIORITY BOARDING � FREE CHECKED BAGS � NEXT CLASS OF VEHICLE � HAPPY HOUR � FREE CHAMPAGNE � CASH BACK � COURTESY VALET �

VELVET ROPE � GAMIFICATION � VIP HOTLINE � RESERVED SEATING � COMPLIMENTARY DRINKS � TIERS � SOCIAL SHARING � BADGES �

HASHTAGS � REFER-A-FRIEND � SHARE OF MIND � RETWEETS � SOCIAL LOGIN � PERSONAL STYLIST � FAST PASS � TRIALS � FREE SAMPLES �

BRAND EXPERIENCES � EARLY SALE ACCESS � DONATIONS � SNEAK PEEKS � GAS DISCOUNTS � FREE WRAPPING � WIFI ACCESS � PROGRAM EDUCATION �

SURPRISE AND DELIGHT � EXPEDITED CHECK-IN � BOTTLED WATER � FRESH COOKIES � NAME IN LIGHTS � CONCIERGE SERVICE � BACKSTAGE PASSES �

OVERNIGHT SHIPPING � AFFILIATE PROGRAMS � ENGAGEMENT REWARDS � PRODUCT REVIEWS � EASY RETURNS � ADVOCACY �

RELEVANCE

CUSTOMER-CENTRIC RELATIONSHIP + ENGAGEMENT

INDIVIDUALIZED ENGAGEMENT

DISPOSABLE INTERACTIONS

MOBILE EVERYWHERE

INCREASED EXPECTATIONS

INDIVIDUALIZING ENGAGEMENT

INTEGRATED VALUE

CONNECTED EXPERIENCES

MOMENTS OF ENGAGEMENT

INDIVIDUALIZING ENGAGEMENT

Source: Cliff Kuang / Wired Image credit: Bob Croslin / Wired

INTEGRATED VALUE

Image credit: iMore

CONNECTED EXPERIENCES

Image credit: Apple

MOMENTS OF ENGAGEMENT

Image credit: “Cradle of Stars,” Flickr user Scott Cresswell

UNIFY LOYALTY + ENGAGEMENT

“ Rather than being classified into a segment, each customer should be seen as

A “SEGMENT OF ONE.”

Jeff Berry, COLLOQUY