Customer loyalty is a strategic priority for many Irish businesses this year; that’s why An Post has launched a superb new resource, the Direct Debate. This portal will let you share your views on loyalty and put the best tools, case studies, and practical advice to work for your business. It’ll grow to become a one-stop shop for the strongest research, brilliant ‘how-to’ guides and fresh perspectives. And it’s all yours, for free. On the 1st May, we invited Paul Candon, the Marketing and Corporate Services Director of Topaz and Leanne Papaioannou, Managing Director of Chilli Pepper Marketing to share their Loyalty perspectives. From Leanne, attendees found out how to: • Win customers’ hearts and minds. • Optimise your loyalty strategy for real results. • Convert influential customers into brand advocates. Find out all you need to know about loyalty now at anpost.ie/directdebate.

1. Direct Debate
Loyalty Event
Presented by: Leanne Papaioannou
Date: 1st May 2013

2. 2

3. # 1 LOYALTY AT THE
CENTRE OF BUSINESS
3

4. 3 Point Check for the Business
Are your Board bought in?
Are your staff engaged?
Is the business mobilised?

5. #2 RECOGNISE THEIR
VALUE
5

6. 3 Point Check for ‘See Me’
“Recognise my value”
“Ask for my opinion”
“Listen to my feedback”

7. #3 REWARDS HAVE
TO BE RELEVANT
7

8. 3 Point Check for ‘Give Me’
Rewards have to be achievable
Introduce Core Rewards
3rd Party – has to be relevant

9. #4 DIFFERENTIATION
IS KING
9

10. 3 Point Check for ‘Engage Me’
Big Loyalty Idea – Find it
Tailored – Not one size fits all
Encourages Participation &
Engagement

11. #5
THE HOLY GRAIL
11

12. Customer
Satisfaction
Customer
Advocacy

13. 5 Point Check to Advocacy
Redeems More
Actively promotes & recommends
Stands up for your brand = defends
Unsolicited feedback
Won’t rely on price alone

14. #1 Loyalty at the centre of the business - Mobilise
#2 Recognise their value – ’See Me’
#3 Relevant Rewards – ’Give Me’
#4 Differentiate – ’Engage Me’
#5 Metrics – Self Correct

15. Chilli Pepper Marketing
THE LOYALTY AGENCY
15