Loyalty is apeople business                 Phil Szymala   Retail Bulletin Conference              15th June 2011         ...
Relationship counselling
Balancing customer andbrand needs  Honesty                 Reliability  Fun                     Honesty  Listening        ...
Love theory                     Liking          Romantic             Companionate Infatuation         Fatuous          Empty
In your customer relationships where are youstrongest?A – IntimacyB – PassionC – CommitmentD – None of the above
Industry benchmarking
Brand                      ICLP Loyalty Toolkit                                      • Reward                             ...
Is there such thing as anideal loyalty programme?
A loyalty programme is not• a strategy• an end in itselfA loyalty programme is• the price you pay for customer insight• a ...
Acquiring data through valueexchange                               Engagement channel                               Custom...
The hook
Using data driven insight toengage customers                                                      Viyella: Shop our be s t...
The impact of people
Conclusion…..ask yourselves1. What quality of customer understanding exists throughout   your business?2. Do your proposit...
Thank youphil.szymala@iclployalty.comtwitter @iclp_london
ICLP: Retail Bulletin Conference Highlights
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ICLP: Retail Bulletin Conference Highlights

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  • min)Good morning, my name is Phil Szymala, I’m Business Insight Director for ICLPYou may not know that loyalty marketing is 30 years old this year, American Airlines launched the first FFP in May 19816 years later ICLP, the company I work for were set up as the world’s first specialist loyalty agency, since then we have gone onto add value to over 250 programmes across every continent in the worldWorking with clients such as Harrods, AS Watson, Porsche, Man United and Alfred DunhillWhen people talk about loyalty you hear different points of view. My passionate belief is that loyalty is simply about people, understanding, empathising and positively influencing. It is the people side I am going to explore in detail today
  • ICLP: Retail Bulletin Conference Highlights

    1. 1. Loyalty is apeople business Phil Szymala Retail Bulletin Conference 15th June 2011 Copyright © ICLP 2011
    2. 2. Relationship counselling
    3. 3. Balancing customer andbrand needs Honesty Reliability Fun Honesty Listening Problem solving Problem solving Rewards Loyalty Advice Value Challenge/debate Discounts Trust Information Social benefits Card Gratitude/recognition
    4. 4. Love theory Liking Romantic Companionate Infatuation Fatuous Empty
    5. 5. In your customer relationships where are youstrongest?A – IntimacyB – PassionC – CommitmentD – None of the above
    6. 6. Industry benchmarking
    7. 7. Brand ICLP Loyalty Toolkit • Reward • Recognition • Interactivity • Communications • Operations Customer Insight © ICLP Loyalty TriangleProduct Relationship
    8. 8. Is there such thing as anideal loyalty programme?
    9. 9. A loyalty programme is not• a strategy• an end in itselfA loyalty programme is• the price you pay for customer insight• a gateway to enhancing customer experience• a gateway to influencing customer behaviour
    10. 10. Acquiring data through valueexchange Engagement channel Customer task Commercial goals
    11. 11. The hook
    12. 12. Using data driven insight toengage customers Viyella: Shop our be s ts e lling ne w colle ction! If you cannot see this email please, click here to view in a new brow ser. Dont f orget to add inf o@email.viyella.co.u k to your address book. Home Products Collections Petite Stores Clearance
    13. 13. The impact of people
    14. 14. Conclusion…..ask yourselves1. What quality of customer understanding exists throughout your business?2. Do your propositions and business practices reflect the needs of the customer?3. Are your customer relationships working for both parties?
    15. 15. Thank youphil.szymala@iclployalty.comtwitter @iclp_london

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