28.09.12Keeping theExcitement withyour CustomersGlobal Loyalty Solutions
Loyalty Landscape                                                                                          2              ...
Loyalty Programs are now a Commodity                                       3Copyright 2012 © - Welcome Real-time
Raising Perception NOT Costs                                                               4“Price is what you pay. Value ...
Drive Excitement by Giving More?                                       5Copyright 2012 © - Welcome Real-time
Rewards must be Attainable                                                                                              6R...
Experiential Rewards                                                       7“We don’t remember days; we remember moments.”...
Lucky Draws                                                            8                 Excite customers by giving them t...
Auctions                                                                                            9 Stir up competition,...
Selfless Rewards                                                                            10 Harness ‘causal’ drivers to...
Differentiated Rewards                                                                               11Originally the excl...
Perception of Status Programs                                                                          1282.5%ranked ‘Chai...
Status Programs by Industry                                       13  Airlines     HotelsCar Rental    OthersCopyright 201...
Reward Timing: Immediate vs. Delayed                                                                                      ...
Engage Customers Socially                                                            15 Harness social networks to open ri...
Help Customers Share Their Excitement                                                               16     Self-described ...
Social Media is not a Quick-Win Solution                                           17Copyright 2012 © - Welcome Real-time
The Power of Postcards                                                  18How a UK-based Charityslashed donor attritionrat...
Communication: Old is New                                       19 Sometimes it’s the  little things in lifethat count the...
Look for compelling Quick Wins                                       20  Stay ‘front-of-mind’ bygiving your customers easy...
Welcome Real-TimeOverview
15 Years of Experience in Loyalty                                                                                         ...
Products Overview                                                                                                         ...
Sample References                                                                24Retail BankingPayment Processors       ...
Thank youfor your attentionwww.welcome-rt.com© 2012 Welcome Real-time. All rights reserved.Content in this presentation is...
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Keeping the excitement with your customers

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Presentation from the Customer Loyalty Conference & Expo (Manila, Sept 28 2012)

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  • Welcome Real-timeCover slide
  • Survey of 143 people
  • Keeping the excitement with your customers

    1. 1. 28.09.12Keeping theExcitement withyour CustomersGlobal Loyalty Solutions
    2. 2. Loyalty Landscape 2 are members of at 92% least one program 6.4 / person Maritz Loyalty Insights (2012) 1,673,000,000 members 5.4 / person 14 (6 active) / household ColloquyCopyright 2012 © - Welcome Real-time
    3. 3. Loyalty Programs are now a Commodity 3Copyright 2012 © - Welcome Real-time
    4. 4. Raising Perception NOT Costs 4“Price is what you pay. Value is what you get.” Warren Buffett Loyalty is driven by ‘emotion’ not ‘rationale’ The right types of reward have a perceived value that far outweighs the underlying costCopyright 2012 © - Welcome Real-time
    5. 5. Drive Excitement by Giving More? 5Copyright 2012 © - Welcome Real-time
    6. 6. Rewards must be Attainable 6Rewards if not attainable, will lead to reduced engagement and ultimately defection "69% of the people surveyed said they left a loyalty program because it took too long to earn enough points to get a reward” Maritz Loyalty Track Survey (Nov 2003)Reasonable months-to-earn average: 1 2 3 4 5 6 7 8 9 10 11 12 1,000 respondents 20% 37% Maritz Loyalty Track Survey (Oct 2004) Copyright 2012 © - Welcome Real-time
    7. 7. Experiential Rewards 7“We don’t remember days; we remember moments.” Cesare Pavese Reward program members who have redeemed for experiential rewards are 30% more likely to be WOM Champions than those who have redeemed for discounts Copyright 2012 © - Welcome Real-time Colloquy
    8. 8. Lucky Draws 8 Excite customers by giving them the chance to win something ‘desirable’Copyright 2012 © - Welcome Real-time Fixed reward cost!
    9. 9. Auctions 9 Stir up competition, by auctioning off highlysought after rewards that ‘money cannot buy’ Stand a chance to We’re auctioning off win EXCLUSIVE VIP a PRICELESS F1 backstage passes driving experience Dramatically increase Increase customer the perceived value engagement by creating a with rewards that competitive environment ‘money cannot buy’Copyright 2012 © - Welcome Real-time
    10. 10. Selfless Rewards 10 Harness ‘causal’ drivers to give customers a community-based collective goal HSBC Green Roof for Schools Leverages on social More appealing to customers pressure to encourage who do not see the value incontinued participation traditional loyalty rewardsCopyright 2012 © - Welcome Real-time
    11. 11. Differentiated Rewards 11Originally the exclusive domain of airlines, ‘StatusPrograms’ are now common place in other sectors Flat vs. Tiered ‘Status Tiers’ are an effective way of introducing ‘Soft benefits’ for premium customers, whilst at the same time creating ‘aspirational drivers’ for lower-tier customers “A three-tier program (e.g. Gold, Silver, and no-status) is more satisfying to all involved than a two-tier program (Gold and no- status), even to those who do not qualify for elite status” Dreze and Nunes (2009)Copyright 2012 © - Welcome Real-time
    12. 12. Perception of Status Programs 1282.5%ranked ‘Chain C’ asthe most popular71.4%of the ‘No Status’participants preferthe program that “If you create an elite tier,has 2 elite tiers! it is better to create two”Copyright 2012 © - Welcome Real-time Dreze and Nunes (2009)
    13. 13. Status Programs by Industry 13 Airlines HotelsCar Rental OthersCopyright 2012 © - Welcome Real-time
    14. 14. Reward Timing: Immediate vs. Delayed 14 “With a scheme based on rewards-on-demand you may get an increase in behavioural-loyalty but it won’t go any further; there’s no opportunity to extend emotional loyalty.” Scoring Points: How Tesco Continues to Win Customer Loyalty (Clive Humby)“delayed rewards in a loyalty program have a significant impact on customer loyalty, whereas one-shot promotional features do not” Leenheer and Bijmolt (2008) “delayed rewards work better than immediate rewards only if customers are satisfied with their experience” Hu et al. (2010)Copyright 2012 © - Welcome Real-time
    15. 15. Engage Customers Socially 15 Harness social networks to open rich and diversetwo-way communication channels with customers Actively encourage customer interaction Avoid the tendency to over-promoteCopyright 2012 © - Welcome Real-time
    16. 16. Help Customers Share Their Excitement 16 Self-described WOM Champions 55% Likelihood of an‘active’ member being a WOM Champion 3x ColloquyPeople are more likely to trust arecommendation from a friendCopyright 2012 © - Welcome Real-time AHAlife / Twitter
    17. 17. Social Media is not a Quick-Win Solution 17Copyright 2012 © - Welcome Real-time
    18. 18. The Power of Postcards 18How a UK-based Charityslashed donor attritionrates using PostcardsAttrition rate after6 months halved! Copyright 2012 © - Welcome Real-time Rapidata Case Study
    19. 19. Communication: Old is New 19 Sometimes it’s the little things in lifethat count the most Johnny the baggerCopyright 2012 © - Welcome Real-time
    20. 20. Look for compelling Quick Wins 20 Stay ‘front-of-mind’ bygiving your customers easy and up-to-date access directly from PassBookLoyalty Card (Balance)Coupons / VouchersCopyright 2012 © - Welcome Real-time
    21. 21. Welcome Real-TimeOverview
    22. 22. 15 Years of Experience in Loyalty 22> 20 live projects across 5 continents.> 14 different spoken languages> Local presence in 30+ countries (direct or via partners) Aix-en-Provence (France) Singapore Sao Paulo 300,000 daily loyalty transactions between1+ Million Retailers and 2011 live projects 50+ Million consumers. Copyright 2012 © - Welcome Real-time
    23. 23. Products Overview 23 Online redemption Push offers Real-time customer interaction @ PaymentPC & tabletsversion Smart phone version E-Wallet + integration Media Integration Internet payment POS Loyalty scheme App Welcome Loyalty ePOS Engine Loyalty Scheme Merchant Analytics Management Portal Portal Portal Applications used by the loyalty scheme operator / the issuer Application used by Merchants Copyright 2012 © - Welcome Real-time
    24. 24. Sample References 24Retail BankingPayment Processors Partners and OperatorsCopyright 2012 © - Welcome Real-time
    25. 25. Thank youfor your attentionwww.welcome-rt.com© 2012 Welcome Real-time. All rights reserved.Content in this presentation is provided for general information purpose only and is owned by Welcome Real-time. It does notconstitute a contractual document and may be amended or updated by Welcome Real-time from time to time. This content shall not becopied or reproduced or otherwise used for any reason, except for your own business purposes and/or personal use.

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