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The Loyalist Advantage
How to Measure & Increase Customer Loyalty
Joanna Lord
CMO, BigDoor
@joannalord
SearchLove Boston, ...
paradigm shift [def]:
a fundamental
change in approach
or underlying
assumptions.
things are different now.
but we are focused on the wrong things.
discovery comparison decision evaluate
[marketing channels]
[consumer behavior]
email
content
social
product
brand
press
r...
discovery comparison decision evaluate
[marketing channels]
[consumer behavior]
email
content
social
product
brand
press
r...
Consumer change #1: More empowered than ever.
Consumer change #2: Operate in a frictionless world.
Combines for a [possibly] scary reality.
Loyalty will be the difference between those that win & those that don’t.
Loyalty does not mean what you think it means.
There is a new way to do loyalty.
the old way to do loyalty.
visitor
member
customer
loyal
customers
the old way to do loyalty.
visitor
member
customer
loyal
customers
when we started to *invest* in loyalty.
the new way to do loyalty.
visitor
member
customer
loyal
customers
when we should be *investing* in loyalty.
the new way to do loyalty.
visitor
member
customer
loyal
customers
when we should be *investing* in loyalty.
loyal
visitor...
the new way to do loyalty.
loyal
customers
loyal
customers
more.
less.
we got this.
we got this.
…channels we know.
…tactics we know.
…tools we know.
seed loyalty at every step.
discovery.
get found.
inform.
differentiate.
discovery.
get found.
inform.
differentiate.
register.
social proof.
stunning design.
up front value.
destination.
comparison.
features.
value.
trust signals.
comparison.
features.
value.
trust signals.
#humblebrag.
reward for discovery.
full brand sale.
multi-media experience.
pe...
decision.
pricing triggers.
urgency campaigns.
fear-based selling.
decision.
pricing triggers.
urgency campaigns.
fear-based selling.
peer selling.
transparency.
alternative win.
values cam...
evaluate.
survey.
email follow-up.
reviews.
evaluate.
survey.
email follow-up.
reviews.
facilitate bragging.
reward advocacy.
encourage referrals.
rich reviews.
“smar...
every campaign you launch should answer:
“what’s in it for the consumer?”
customer centricity just became your true north.
there will be some challenges.
infrastructure.
• Social authorization
• Registration
• Robust CRM
• User ID segmentation
• A/B testing
• Cohort analysis capabilities
• C...
measurement.
• LTV
• RFM (snapshot)
• Net promoter
• Survey
• LTV
• RFM (snapshot)
• Net promoter
• Survey
• Registration
• Frequency
• Conversions
• Advocacy
• Rewards
• Engagement ...
Time to get comfortable with cohorts.
How to measure customer loyalty: http://www.exacttarget.com/blog/how-to-measure-and-...
resources.
• Marketing analyst
• Designer
• Marketing developer
• Retention specialist
• Loyalty team
• Customer innovation team
• Cu...
sounds like
a lot, huh?
the biggest brands of tomorrow will have
begun investing in loyalty today.
Launched today:
Marketing Guide to Customer Loyalty
160+ page book on customer loyalty!
WHAT WE COVER:
Types of loyalty
My...
The Loyalist Advantage - Joanna Lord - SearchLove 2014
The Loyalist Advantage - Joanna Lord - SearchLove 2014
The Loyalist Advantage - Joanna Lord - SearchLove 2014
The Loyalist Advantage - Joanna Lord - SearchLove 2014
The Loyalist Advantage - Joanna Lord - SearchLove 2014
The Loyalist Advantage - Joanna Lord - SearchLove 2014
The Loyalist Advantage - Joanna Lord - SearchLove 2014
The Loyalist Advantage - Joanna Lord - SearchLove 2014
The Loyalist Advantage - Joanna Lord - SearchLove 2014
The Loyalist Advantage - Joanna Lord - SearchLove 2014
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The Loyalist Advantage - Joanna Lord - SearchLove 2014

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Transcript of "The Loyalist Advantage - Joanna Lord - SearchLove 2014"

  1. 1. The Loyalist Advantage How to Measure & Increase Customer Loyalty Joanna Lord CMO, BigDoor @joannalord SearchLove Boston, 2014
  2. 2. paradigm shift [def]: a fundamental change in approach or underlying assumptions.
  3. 3. things are different now.
  4. 4. but we are focused on the wrong things.
  5. 5. discovery comparison decision evaluate [marketing channels] [consumer behavior] email content social product brand press retargeting community seo paid [marketing tactics] images storytelling fear-based time-based guilt-based pride-based influencer novelty
  6. 6. discovery comparison decision evaluate [marketing channels] [consumer behavior] email content social product brand press retargeting community seo paid [marketing tactics] images storytelling fear-based time-based guilt-based pride-based influencer novelty
  7. 7. Consumer change #1: More empowered than ever.
  8. 8. Consumer change #2: Operate in a frictionless world.
  9. 9. Combines for a [possibly] scary reality. Loyalty will be the difference between those that win & those that don’t.
  10. 10. Loyalty does not mean what you think it means.
  11. 11. There is a new way to do loyalty.
  12. 12. the old way to do loyalty. visitor member customer loyal customers
  13. 13. the old way to do loyalty. visitor member customer loyal customers when we started to *invest* in loyalty.
  14. 14. the new way to do loyalty. visitor member customer loyal customers when we should be *investing* in loyalty.
  15. 15. the new way to do loyalty. visitor member customer loyal customers when we should be *investing* in loyalty. loyal visitors loyal members
  16. 16. the new way to do loyalty. loyal customers loyal customers more. less.
  17. 17. we got this.
  18. 18. we got this. …channels we know. …tactics we know. …tools we know.
  19. 19. seed loyalty at every step.
  20. 20. discovery. get found. inform. differentiate.
  21. 21. discovery. get found. inform. differentiate. register. social proof. stunning design. up front value. destination.
  22. 22. comparison. features. value. trust signals.
  23. 23. comparison. features. value. trust signals. #humblebrag. reward for discovery. full brand sale. multi-media experience. personalized marketing.
  24. 24. decision. pricing triggers. urgency campaigns. fear-based selling.
  25. 25. decision. pricing triggers. urgency campaigns. fear-based selling. peer selling. transparency. alternative win. values campaign. community calls. personalized messaging.
  26. 26. evaluate. survey. email follow-up. reviews.
  27. 27. evaluate. survey. email follow-up. reviews. facilitate bragging. reward advocacy. encourage referrals. rich reviews. “smart” feedback/surveying. personalized thank you.
  28. 28. every campaign you launch should answer: “what’s in it for the consumer?”
  29. 29. customer centricity just became your true north.
  30. 30. there will be some challenges.
  31. 31. infrastructure.
  32. 32. • Social authorization • Registration • Robust CRM • User ID segmentation • A/B testing • Cohort analysis capabilities • Cross-device tracking • Smart-form profiling • Loyalty program • Community program • Loyalty campaigns • Refer a friend programs
  33. 33. measurement.
  34. 34. • LTV • RFM (snapshot) • Net promoter • Survey
  35. 35. • LTV • RFM (snapshot) • Net promoter • Survey • Registration • Frequency • Conversions • Advocacy • Rewards • Engagement lift • Retention lift
  36. 36. Time to get comfortable with cohorts. How to measure customer loyalty: http://www.exacttarget.com/blog/how-to-measure-and-increase-customer-loyalty/ The power of a customer cohort: http://bigdoor.com/blog/2014/02/17/the-power-of-a-customer-cohort/
  37. 37. resources.
  38. 38. • Marketing analyst • Designer • Marketing developer • Retention specialist • Loyalty team • Customer innovation team • Customer champion • Content resources
  39. 39. sounds like a lot, huh?
  40. 40. the biggest brands of tomorrow will have begun investing in loyalty today.
  41. 41. Launched today: Marketing Guide to Customer Loyalty 160+ page book on customer loyalty! WHAT WE COVER: Types of loyalty Myths around loyalty Old loyalty New loyalty Measurement Building a culture around loyalty …and more! Free to download: http://bit.ly/bdloyalty
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