From Customer Loyalty to Brand Advocacy
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From Customer Loyalty to Brand Advocacy

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We live in a world of ‘digital immersion’ and today’s customers don’t see your company through a channel-focused lens – they view the experience they have as ‘one experience’, ...

We live in a world of ‘digital immersion’ and today’s customers don’t see your company through a channel-focused lens – they view the experience they have as ‘one experience’, irrespective of channel.

This presentation will explore the challenges that not only lay ahead, but also probe some ideas on how you can foster the type of engagement which moves beyond the traditional view of customer loyalty and into the world of cultivating fanatical brand advocacy.

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From Customer Loyalty to Brand Advocacy From Customer Loyalty to Brand Advocacy Presentation Transcript

  • From Customer Loyalty to Brand AdvocacyCustomer Loyalty 2013Nicholas Kontopoulos | Senior Global Marketing Director26th of March, 2013 | Singapore
  • A little bit more about me… @Nicholask71
  • and what makes me tick. @Nicholask71
  • @Nicholask71
  • @Nicholask71
  • @Nicholask71
  • Passionate about my customers
  • My objective today is to…
  • Fire-up yourbrain juices
  • The Impact that theDigital Customer By  taking  a  look  at  the  imapct  that  the  age   of  the  “Digital  Customer”  is  having  on  ythe is having on our   businesses   Enterprise
  • @Nicholask71
  • “A man without asmiling face mustnot open a shop. Chinese Proverb
  • Raise  your  hand  of  if  ever  bought  goods  or   services  from  an  online  retailer   Amazon,  Zappos,  HSBC,  Sachs  
  • WHAT’S THE POINT?
  • Customer Experience leaders OUTPERFORM the laggards Over a recent five-year period during which the S&P 500 was flat, a stock portfolio of customer experience leaders grew 22%. During this time, Forrester found that those companies who +22% -46% performed poorest in the Customer Experience Index also performed poorest in terms of stock performance.Source: 2009. All rightsResearch 2012©  SAP AG Forrester reserved. / Page 18 Internal
  • We live in a world of ‘DIGITAL IMMERSION’ MOBILITY RICH CONTENT SOCIAL APPS
  • MORE CHOICES LESS RESOURCES DECISION MAKING EVOLVING FAST
  • Source: http://www.youtube.com/watch?v=W-Yf1u3xD_I&feature=share&list=PL289DF6F734E11CD2
  • The Good Old Days
  • NO ALTERNATIVE BETTER THE DEVIL TOO HARD TO MOVE GOOD EXPERIENCE
  • AS roblem   The  P WE KNOW ITCustomer  Loyalty  is  Dead  –  Image  of  loyalty  cards   Text  “As  we  know  it”  
  • Are you more loyal to yourbrands than 10 years ago?
  • Relationship CHANGED The  Problem   RelaJonship  between  buyers  and  sellers  have   changed  
  • DIGITALLYEMPOWEREDCUSTOMERS
  • Customers are DRIVING the conversation
  • SearchInformation PURCHASE
  • Customers are looking to be RESCUED
  • The COST of customer acquisition versuscustomer retention could reach as high as 700% Source: ‘The Loyalty Effect’ by Frederick Reichheldof Bain & Co.
  • A 5% increase in customer retention results in a 25% to 100% increase in PROFITABILITY Source: ‘The Loyalty Effect’ by Frederick Reichheldof Bain & Co.
  • RISING customer EXPECTATIONS reflect ahigher degree of likelihood to SWITCH brands
  • HOSTAGE waiting to escape
  • “The simplestcustomer servicefrustration question ofall? “Why isn’t thisas important to youas it is to me? Seth Godin
  • Give the customers aGREAT EXPERIENCE The  SoluJon   Customer  Experience!!!  
  • Customer Experience“The customers perceptions and related feelings causedby the one-off and cumulative effect of interactions with a suppliers employees, systems, channels or products” Source:  Gartner    
  • “Or, the aggregated memories of every touch a customer has with your company”
  • Customer Experience Management “The practice of designing and reacting to customerinteractions to meet or exceed customer expectations to increase customer satisfaction, loyalty and advocacy” Source: Gartner
  • “Or, delivering a consistent customer experience across the entire enterprise”
  • The  SoluJon  Key  ingredients  –  Image  from  file   INGREDIENTS
  • 7 Steps to get started with CEM§  Build a cross-functional work team Where to start?§  Define key elements of a strategy§  Map the customer journey§  Consolidate customer data collection/VoC§  Create a governance mechanism§  Map the customer experience ecosystem§  Select Projects that build momentum Source: 1to1 Media 7 Steps to Get Started With Customer Experience
  • CRM is  not    about  soQware…  
  • CRM is  not    about  soQware…  …it  is  an  ideology
  • It is about  connecting  people… Employees Customers
  • it  is  about  delightingyour customers  
  • CUSTOMER? LOYALTY MANAGEMENT
  • “Integrate loyalty thinkingacross the consumerexperience. Loyalty isnt aprogram or a function in yourorg chart. It the combinationof your customer-facingefforts. Mike Linton
  • ALIGN program to CEM vision
  • Companies have built OUTPOSTS
  • Interaction History Remove SILOSOrder Information Billing ecommerce Mobile
  • OMNICHANNEL strategy is required
  • STRUCTURED approach
  • View of the PAST
  • CAN MARKETINGLIFT STOCKPRICES?
  • Used analytics to determine“Customer lifetime value”5 years of data was crunched for twoFortune 1,000 companies (B2B & B2C).9 month field experiment using specificmarketing strategies based on the“customer lifetime value” of eachcustomer or customer segment.90% of both companies profits werebeing generated by 20% of their clients.
  • B2B company stock increased33% nine months after experiment.Top 3 competitors stock increased 12%.B2C company stock increased 58%nine months after experiment. The top3 competitors stock increased 15%.
  • Social Media Data at your finger tips
  • Segmentation at Speed of thought
  • WHEREDO YOUSTART?
  • “If you keep on doingwhat youve alwaysdone, youll keep ongetting what youvealways got. W L Bateman
  • START SMALLTHINKBIG
  • DIFFERENT PERSPECTIVE
  • INTEGRATE CEM, CRM andLoyalty Management
  • MONTREAL
  • Claire
  • Phillip
  • The STM are Montrealstransit provider - movingmore than 1.2M passengersevery day day through 250bus lines and 68 subwaystations in the Montreal area. 2020/40%
  • Three million cards incirculation, one-thirdof which are used ona daily basis.
  • ““We want to untap thepotential of those Opuscards and the potentialof this eco-system ofcustomers that takepublic transit every day.” Pierre Bourbonniere, Director of Marketing
  • “We wanted to reward ourcustomers on the spot, wewanted to be able to surpriseand create excitement for ourcustomers, and we wanted togenerate loyalty to the STM. Pierre Bourbonniere, Director of Marketing
  • STM customers willprovide informationabout their interestsand preferences for activities
  • Retention program for customers
  • Click here for Story
  • Real-Time Real-Time Real-TimeInsight Interactions Execution
  • “You’ve got to start withthe customerexperience and workback toward thetechnology.” Steve Jobs
  • More than roblema The  P just   Points & CardsCustomer  Loyalty  is  Dead  –  Image  of  loyalty  cards   SYSTEMS Text  “As  we  know  it”  
  • Do you drive value at each touch point?
  • Do you understand your customers?
  • Are your customers hostages or fanatical brand advocates?
  • I have the power to drivetransformational change
  • CEM Vision Customer JourneyCore teamPlatforms Brand Advocates
  • “Do what you do sowell that they will wantto see it again andbring their friends. Walt Disney
  • VISIT our booth©  2011 SAP AG. All rights reserved. Public 85
  • Thank You! Feel free in connecting with me @ Nicholas.kontopoulos@sap.com #nicholask71 http://cn.linkedin.com/in/nicholaskontopoulos©  2011 SAP AG. All rights reserved. Public 86
  • © 2011 SAP AG. All rights reserved.No part of this publication may be reproduced or transmitted in any form or for any SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjectspurpose without the express permission of SAP AG. The information contained Explorer, StreamWork, and other SAP products and services mentioned herein asherein may be changed without prior notice. well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries.Some software products marketed by SAP AG and its distributors containproprietary software components of other software vendors. Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other BusinessMicrosoft, Windows, Excel, Outlook, and PowerPoint are registered trademarks of Objects products and services mentioned herein as well as their respective logosMicrosoft Corporation. are trademarks or registered trademarks of Business Objects Software Ltd.IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, Business Objects is anSystem x, System z, System z10, System z9, z10, z9, iSeries, pSeries, xSeries, SAP company.zSeries, eServer, z/VM, z/OS, i5/OS, S/390, OS/390, OS/400, AS/400, S/390Parallel Enterprise Server, PowerVM, Power Architecture, POWER6+, POWER6, Sybase and Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere, and otherPOWER5+, POWER5, POWER, OpenPower, PowerPC, BatchPipes, Sybase products and services mentioned herein as well as their respective logosBladeCenter, System Storage, GPFS, HACMP, RETAIN, DB2 Connect, RACF, are trademarks or registered trademarks of Sybase, Inc. Sybase is an SAPRedbooks, OS/2, Parallel Sysplex, MVS/ESA, AIX, Intelligent Miner, WebSphere, company.Netfinity, Tivoli and Informix are trademarks or registered trademarks of IBM All other product and service names mentioned are the trademarks of theirCorporation. Linux is the registered trademark of Linus Torvalds in the U.S. andother countries. Adobe, the Adobe logo, Acrobat, PostScript, and Reader are respective companies. Data contained in this document serves informational purposes only. National product specifications may vary.either trademarks or registered trademarks of Adobe Systems Incorporated in theUnited States and/or other countries. The information in this document is proprietary to SAP. No part of this documentOracle and Java are registered trademarks of Oracle and/or its affiliates. may be reproduced, copied, or transmitted in any form or for any purpose without the express prior written permission of SAP AG.UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group.Citrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, andMultiWin are trademarks or registered trademarks of Citrix Systems, Inc.HTML, XML, XHTML and W3C are trademarks or registered trademarks of W3C®,World Wide Web Consortium, Massachusetts Institute of Technology. ©  2011 SAP AG. All rights reserved. Public 87