DRIVING CUSTOMER LOYALTY:MAKING EVERY INTERACTION COUNTACXIOM & LOYALTY 360 PROPRIETARY RESEARCH FINDINGSLOYALTY EXPO 2012...
SURVEY METHODOLOGY          ANNUAL REVENUE                                TITLES <$10MM                  22.5%   C-level  ...
MOST FIRMS UNDERINVEST IN RETENTION  What % of employees are currently          What % of marketing is dedicated  dedicate...
UNDERINVESTMENT CREATESSUBOPTIMAL INSIGHTS & SYSTEMS        Measures in Use               Inconsistent Views to Members   ...
THIS SHOULD DEEPLY CONCERN ALL OF US     IN THE ERA OF THE EMPOWERED CONSUMEREmpowered consumers have unlimited choice & i...
WHAT RETENTION MARKETERS WANT MOST IMPORTANT OUTCOMES TO IMPROVE RETENTION UNDERSTANDING CUSTOMER ATTITUDE/BEHAVIOR:      ...
RECOMMENDATIONS> Cultivate your proprietary insights> Leverage the intersection of insights> Think inside out> And outside...
THANK YOU.© 2012 Acxiom Corporation. All Rights Reserved.
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Driving Customer Loyalty - Tim Suther, Loyalty Expo 2012 #LE360

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"Driving Customer Loyalty: Making Every Interaction Count." Acxiom and Loyalty360 proprietary research findings. Presented by Tim Suther, Acxiom Chief Marketing Officer, at Loyalty Expo 2012.

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Driving Customer Loyalty - Tim Suther, Loyalty Expo 2012 #LE360

  1. 1. DRIVING CUSTOMER LOYALTY:MAKING EVERY INTERACTION COUNTACXIOM & LOYALTY 360 PROPRIETARY RESEARCH FINDINGSLOYALTY EXPO 2012Tim Suther, Acxiom Chief Marketing & Strategy OfficerMarch 18-20, 2012© 2012 Acxiom Corporation. All Rights Reserved.
  2. 2. SURVEY METHODOLOGY ANNUAL REVENUE TITLES <$10MM 22.5% C-level 14.0% VP or Director – Marketing 19.4% $11MM – 50MM 11.6% VP or Director – Sales 6.2% $51MM - $100MM 4.7% VP or Director – Operations/IT 3.1% $101MM – 500MM 17.1% Manager – Marketing 29.5% >$500MM 44.2% Manager – Sales 5.4% Manager – Operations/IT 4.7% HR 1.6% SAMPLE SIZE Other 16.3% 129 FOCUS RESPONDENTS Business to Business 27.9% Business to Consumer 37.2% Both 34.9%
  3. 3. MOST FIRMS UNDERINVEST IN RETENTION What % of employees are currently What % of marketing is dedicated dedicated to customer retention? to customer retention? 70% ALLOCATE 60% SPEND <20% EMPLOYEES <20% BUDGET FOR RETENTION ON RETENTION What challenges do you face regarding What are your budget plans for retention data access in your organization? over the next two years? 52% - BUDGET 49% - IT SUPPORT 58% PLAN TO INCREASE 48% - RIGHT TOOLS
  4. 4. UNDERINVESTMENT CREATESSUBOPTIMAL INSIGHTS & SYSTEMS Measures in Use Inconsistent Views to Members RFM: 64% CENTRAL ACCESS: 35% CLV: 51% 360° VIEW: 41% NPS: 34% Poor Use of Emerging Signals Leading to Mixed Results NO PLANS TO COLLECT:OFFBRAND BEHAVIOR: 51% NO RESULTS FROM ANALYTICS: 30% ONLINE: 30% RETENTION IS WORKING: 49% SOCIAL: 39%
  5. 5. THIS SHOULD DEEPLY CONCERN ALL OF US IN THE ERA OF THE EMPOWERED CONSUMEREmpowered consumers have unlimited choice & information> Disrupts brands, loyalty, pricing, marketing, advertising.> New strategies are required. 5
  6. 6. WHAT RETENTION MARKETERS WANT MOST IMPORTANT OUTCOMES TO IMPROVE RETENTION UNDERSTANDING CUSTOMER ATTITUDE/BEHAVIOR: 32% IMPROVING THE CUSTOMER EXPERIENCE: 25% CREATING MORE RELEVANT MESSAGES: 21% ANTICIPATE CUSTOMER NEEDS: 13% MOST IMPORTANT MODELS TO HELP WITH CUSTOMER ENGAGEMENT ATTITUDE/BEHAVIOR 59% BRAND AFFINITY 46% PRODUCT PROPENSITY 41% CHANNEL PREFERENCES 41%
  7. 7. RECOMMENDATIONS> Cultivate your proprietary insights> Leverage the intersection of insights> Think inside out> And outside in> Trust & transparency 7
  8. 8. THANK YOU.© 2012 Acxiom Corporation. All Rights Reserved.

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