Key toolsto drive profitablecustomer relationshipBerlin, May 22nd 2012Alexander Meili, European Strategy Officer
Who we are•    ICLP Loyalty          – A full-service loyalty marketing agency with a global presence          – 25 years ...
About Telco Loyalty
Increasing need of innovative loyalty Tough macro context:                                   Digital Revolution:          ...
3rdFocus Shift Happening                                                   most important                                 ...
Recent Programme LaunchesPage: 7   © 2012
Loyalty Models applied  Privileges (soft)                                                                                 ...
Loyalty Models applied  Privileges (soft)                                                                                 ...
Why is loyalty getting this buzz?                                   Customer LifecycleCustomervalue                       ...
However, some failed…                                                    Low engagement of customersLack of top executive ...
What is the Secretof SuccessfulLoyalty?
The Tool SetPage: 13   © 2012
Follow Loyalty Trends?Which ones?           mainly tactical – long-term engagement not guaranteedPage: 14   © 2012
Match competitor proposition?           no differentiation – long-term engagement not guaranteedPage: 15    © 2012
Start with the Loyalty Ladder!                                         Advocate!                                       Sup...
What drivescustomeradvocacy?
Growth by customer advocacy: 8 tools                                                               3. Empowered         4....
CEM: Exceeding customer expectations                                                                              Adocacy ...
Performance Predictor                                                                NPS leaders                          ...
Take-Aways    Difficult economy calling for impactful loyalty    Advocacy = long term strategic goal of loyalty    Correla...
Thanks!ICLP LoyaltyAlexander MeiliEuropean Strategy Officeralexander.meili@iclployalty.com
Upcoming SlideShare
Loading in...5
×

Driving brand advocacy for telcos

1,857

Published on

8 scientifically validated tools to drive advocacy, leading to longterm profitable relationships with your client base:
- Member get Member
- Beta Testing
- Hawthorne Effect
- Ambassador Programme
- Causal Campaigns
- Community Platforms (user help user)
- Advocacy Tracking (NPS & else)
- Innovation (Products/Service)

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,857
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
67
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Driving brand advocacy for telcos

  1. 1. Key toolsto drive profitablecustomer relationshipBerlin, May 22nd 2012Alexander Meili, European Strategy Officer
  2. 2. Who we are• ICLP Loyalty – A full-service loyalty marketing agency with a global presence – 25 years of experience in loyalty marketing – Strategy / Insight / Dialogue / Delivery• Collinson Latitude (sister company) – Innovative products/tools delivering incremental revenue to clientsPage: 2 © 2012
  3. 3. About Telco Loyalty
  4. 4. Increasing need of innovative loyalty Tough macro context: Digital Revolution: Saturated Markets Commoditization Cannibalization European Countries in Recession (at least 2 consecutive quarters of negative growth) 17 mill. people jobless (11%) -10 €Bn Focus Increase of on Demand contraction commercial retention agressiveness SMS Revenue Loss due to OTT players of telco operators worldwide, 2011(1) Source: Eurostat, March, 2012 and IMF, 2012. (1) Source: Ovum, 2012. Page: 4 © 2012
  5. 5. 3rdFocus Shift Happening most important reason to change provider 4% 43% (after: new handset, 76% lower rates) prepaid subscribers 3rd party Telcos have a loyalty rank loyalty programs model program offering high value (Americas: 60%) gifts most appealing (Europe: 35%) (71% on contract) 74% TELCO Subscribers Points driven LOYALTY Telco Loyalty Facts 50% expect higher 66% FACTS Operators customer level support when being believe that loyal or premium customers are less client loyal today than they were two years ago 70% 20% expect shopping cite customer vouchers as retention and loyalty loyalty reward as the critical factor for driving their growth Sources: ICLP, Amdocs, Buongiorno , World Mobile CongressPage: 5 © 2012
  6. 6. Recent Programme LaunchesPage: 7 © 2012
  7. 7. Loyalty Models applied Privileges (soft) legend: programmes no programmestargeted ‘Tiers ‘Tiers and Points Tiered program that recognises Reward and Recognition customers according to program that offers telco and ARPU spend with telco and non-telco services and rewards non-telco services ‘Information led ‘Points Customers receive points for Customers receive Telco money spend and interactions promotions and exclusive Telco- with Telco that can be Partner information – no redeemed for new telco registration needed products simple Incentives (hard) simple targeted source: ICLP strategy, 2011Page: 8 © 2012
  8. 8. Loyalty Models applied Privileges (soft) legend: programmes no programmestargeted ‘Tiers ‘Tiers and Points Tiered program that recognises Reward and Recognition customers according to 11% ARPU spend with telco and non-telco services 4% program that offers telco and non-telco services and rewards trend ‘Information led ‘Points increasing! Customers receive points for Customers receive Telco money spend and interactions promotions and exclusive Telco- 57% Partner information – no registration needed 28% with Telco that can be redeemed for new telco products simple Incentives (hard) simple targeted source: ICLP strategy, 2011Page: 9 © 2012
  9. 9. Why is loyalty getting this buzz? Customer LifecycleCustomervalue Upselling  Word of mouth Intensification  From acquisition to long term engagement Activation Avoid downselling  Retention cost < Acquisition cost  Profit center  Churn prevention Acquisition Customer retention Customer win-backPage: 10 © 2012
  10. 10. However, some failed… Low engagement of customersLack of top executive Lack of customersponsorship insight Proposition not Business case compelling enough built on non- realistic grounds Performance insufficiently measured source: http://blog.iclployalty.com/tag/loyalty-programme-2/ Page: 11 © 2012
  11. 11. What is the Secretof SuccessfulLoyalty?
  12. 12. The Tool SetPage: 13 © 2012
  13. 13. Follow Loyalty Trends?Which ones? mainly tactical – long-term engagement not guaranteedPage: 14 © 2012
  14. 14. Match competitor proposition? no differentiation – long-term engagement not guaranteedPage: 15 © 2012
  15. 15. Start with the Loyalty Ladder! Advocate! Supporter Client Loyalty marketing Customer Prospect Traditional marketing driving Advocacy is the key to guarantee long term engagementPage: 16 © 2012
  16. 16. What drivescustomeradvocacy?
  17. 17. Growth by customer advocacy: 8 tools 3. Empowered 4. Ambassador 1. Referral program 2. Tryvertising involvement program -10% 25% High partici- Customer Buy the pation and acquisition product awareness Vodafone after testing cost Welcome to Spain starts Joyn beta „…would you like to „wanna become a AT&T Refer- testing help design the new trend scout for a A-Friend program Boing airplane?...“ year?“ program 5. Causal campaigns 6. Influencer outreach 7. Advocacy tracking 8. Innovation churn reductiongenerates 30% (non core) BT, in advisory Feed-volunteer sales boost churn Benefit Bundles support of panel back sales reduction adding Childline outside differentiation -in Page: 18 © 2012
  18. 18. CEM: Exceeding customer expectations Adocacy Toolbox 1. Referral 2. Tryvertising Added program Value Experience 3. Empowered 4. Ambassador involvement program Expectation Level Experience Level 5. Casual 6. Influencer campaign outreach 7. Advocacy 8. Innovation trackingPage: 19 © 2012
  19. 19. Performance Predictor NPS leaders 4x growth vs. industry average the more clients who are advocates, the higher the growthPage: 20 © 2012
  20. 20. Take-Aways Difficult economy calling for impactful loyalty Advocacy = long term strategic goal of loyalty Correlation with revenues as ROI Most powerful asset: Existing Customers Validated Tools to Drive AdvocacyPage: 21 © 2012
  21. 21. Thanks!ICLP LoyaltyAlexander MeiliEuropean Strategy Officeralexander.meili@iclployalty.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×