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
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
Love theory Liking Romantic Companionate Infatuation Fatuous Empty
In your customer relationships where are youstrongest?A – IntimacyB – PassionC – CommitmentD – None of the above
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 gateway to enhancing customer experience• a gateway to influencing customer behaviour
Acquiring data through valueexchange Engagement channel Customer task Commercial goals
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 email@example.com k to your address book. Home Products Collections Petite Stores Clearance
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?