Is loyalty dead or different? Joanna Gaweda, Comarch
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1 CASE STUDIES ANALYSIS How real-time digital interactions generated additional value & increased customer engagement? Joanna GAWEDA, Loyalty & Marketing Consulting Director 28th of May 2014, Slovenian Marketing Conference, Portoroz
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Case study analysis how real-time digital interactions generated additional value &increased customer engagement. O priložnostih in ovirah pri ugotavljanju ustrezne vrednosti ter izpostavljanju možne rešitve, ki jih prinaša sodobna tehnologija. Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.
Transcript of Is loyalty dead or different? Joanna Gaweda, Comarch
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CASE STUDIES ANALYSIS
How real-time digital interactions generated additional value & increased
customer engagement?
Joanna GAWEDA, Loyalty & Marketing Consulting Director 28th of May 2014, Slovenian Marketing Conference, Portoroz
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Who are we? Global IT player
Polish company with headquarters in Cracow…
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Who are we? Global IT player
Polish company with headquarters in Cracow… …but strong presence & projects all over the world …
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Who are we? Loyalty solutions specialists
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Who are we? Loyalty solutions specialists
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How real-time digital interactions generated additional value &
increased customer engagement?
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Real-time customer interactions possibilities
Real-time digital interactions
Shop
Cashier desks
Sales slips
Mobile applications
Check-ins
Coupons
Vouchers
Online
Official website
Reading materials
Searching
Viewing videos
Customer Web Portal
Social media
Joining
Connecting
Posting
Commenting
Liking
TV commercials
Partners
Offline
Online
Friends
Online
Offline
More than
20 available real-time channels to increase sales !!!
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Real-time customer interactions possibilities
Real-time digital interactions
Shop
Cashier desks
Sales slips
Mobile applications
Check-ins
Coupons
Vouchers
Online
Official website
Reading materials
Searching
Viewing videos
Customer Web Portal
Social media
Joining
Connecting
Posting
Commenting
Liking
TV commercials
Partners
Offline
Online
Friends
Online
Offline
More than
20 available real-time channels to increase sales !!!
Challenges requiring technology: How to understand the customer using all these
channels?
How to get a full picture of the purchasing pattern ?
How to turn communication channels into sales channels?
How to offer personalized experience via all these channels?
How to synchronize the offering in all traditional and modern channels?
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How it works? Key technological tools
Campaign
BI
LoyaltySegments
Dashboards
Alerts
NBA’a
Best channel
SKU Alerts
ROI analysis
Campaigns
Marketing calendars
Communication
Stages
Coupons & vouchers
Points & discounts
Redemptions
Loyalty profile
Communication
Budgets
Mobile APP Price plans
Rewards
SocialSocial Media
Profile
Magic
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How it works? The magic ….
Sources Algorithms Results
Transactions CRM
Mobile & www
Communication & Surveys
Social Profile
Contact Centre
Clustering
Decision trees
ANN algorithms
Association rules learning
K-nearest neighbour algorithm
Layered feed-forward neural
networks
Post Claim scoring
NBO
Satisfaction scoring
P&L Analysis
Competition ATL/BTLROI/SROI
Recommendations
Weather / salaries / holidays / events
Semantic analysis
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Case study: London Heathrow Airport
Results:
• increased acquisition
• data collection
• cross-selling
• customers loyalty (higher TV & frequency)
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How real-time digital interactions generated additional value &
increased customer engagement?
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Case study: JetBlue Airlines
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… customers’ engagement increased dramatically!
722 013 page views
766 080 minutes onsite
724 080 Facebook impressions
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.. we got tremendous impact on brand perception !
Source: http://www.fastcompany.com/1656066/red-hot-and-blue-hottest-american-brand-not-apple
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5 key success factors: From passive purchases to conscious and challenging program participation
From individual rewarding schemes to social communities around the brand
From financial rewarding to enhanced customer experience and real brand relationships
From periodical communication to instant interactive notifications and one-to-one dialogue
From pure BI simulations to offers based on the voice of the each single customer
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From passive purchases to conscious and challenging program participation.
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From passive purchases to conscious and challenging program participation.
CHALLENGE
FUN
SOCIAL
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From individual rewarding schemes to social communities around the brand
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From financial rewarding to enhanced customer experience and real brand relationships
Analytical customer scoring: listened to customers added online data to offline data
learned their opinions learned their lifestyles detected promoters detected detractors measured CLV measured CES (Customer
Engagement Score) measured SPS (Social Potential
Score).
Number of new program members and thanks to adapted offers & rewarding schemes!
IN
Number of customer activities thanks to positive testimonials on customer experience!!
IN
Volumes & frequency of purchases thanks challenging approach and interesting rewarding schemes!!
IN
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From financial rewarding to enhanced customer experience and real brand relationships
Analytical customer scoring: listened to customers added online data to offline data
learned their opinions learned their lifestyles detected promoters detected detractors measured CLV measured CES (Customer
Engagement Score) measured SPS (Social Potential
Score).
Number of new program members and thanks to adapted offers & rewarding schemes!
IN
Number of customer activities thanks to positive testimonials on customer experience!!
IN
Volumes & frequency of purchases thanks challenging approach and interesting rewarding schemes!!
IN
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COLLECT (proper integration)
LISTEN(data mining tools)
ANALYZE (data analytics tools)
ACT!!(targeted campaign
tools)
From BI simulations and predictions to offers based on the voice of the each single customer
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COLLECT (proper integration)
LISTEN(data mining tools)
ANALYZE (data analytics tools)
ACT!!(targeted campaign
tools)
From BI simulations and predictions to offers based on the voice of the each single customer
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COLLECT (proper integration)
LISTEN(data mining tools)
ANALYZE (data analytics tools)
ACT!!(targeted campaign
tools)
From BI simulations and predictions to offers based on the voice of the each single customer
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From periodical communication to instant interactive notifications and one-to-one dialogue
Rules engine (levels, types of rewards, prizes) Notification engine (feedback, game actions)
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How real-time digital interactions generated additional value &
increased customer engagement?
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How to increase revenue from your CRM strategy?
Sell more to exsiting customers!
Cross selling
Upselling
Retention
Products education
Brand perception
Customers active engagement
Proper analytics
Sell to increased number of customers!
Increased acquisition
Increased testimonials & referrals
Member gets member
Coalitions & partnerships
Proper analytics
Decrease your costs …
Automation
Targeting
Reduced number of claims
Eliminated detractors !
Proper analytics
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From enhanced customer experience and strong relationship
to real financial value generation
New customers acquisition
Sales volumes & frequency
Cross-selling
operations
Campaigns response
rate
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… Can this work out in any / your industry?
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Loyalty programs as a basis of marketing strategy
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Available technologies make the magic possible ..
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Worlwide leaders are already using it …
First interactive gaming promotion(TV, cinemas, outdoor spaces, YT)
