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
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 firstname.lastname@example.org k to your address book. Home Products Collections Petite Stores Clearance
The impact of people
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?