Is loyalty dead or different? Joanna Gaweda, Comarch

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Case study analysis how real-time digital interactions generated additional value &increased customer engagement.
O priložnostih in ovirah pri ugotavljanju ustrezne vrednosti ter izpostavljanju možne rešitve, ki jih prinaša sodobna tehnologija.

Prezentacija je bila predstavljena v okviru 19. slovenske marketinške konference 2014 v Portorožu.

Published in: Marketing, Business, Technology
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Is loyalty dead or different? Joanna Gaweda, Comarch

  1. 1. 1 CASE STUDIES ANALYSIS How real-time digital interactions generated additional value & increased customer engagement? Joanna GAWEDA, Loyalty & Marketing Consulting Director 28th of May 2014, Slovenian Marketing Conference, Portoroz
  2. 2. 2 Who are we? Global IT player Polish company with headquarters in Cracow…
  3. 3. 3 Who are we? Global IT player Polish company with headquarters in Cracow……but strong presence & projects all over the world …
  4. 4. 4 Who are we? Loyalty solutions specialists
  5. 5. 5 Who are we? Loyalty solutions specialists
  6. 6. 6 How real-time digital interactions generated additional value & increased customer engagement?
  7. 7. 7 Real-time customer interactions possibilities Real-time digital interactions Shop Cashier desks Sales slips Mobile applications Check-ins Coupons Vouchers Online Official website Reading materials Searching Viewing videos Customer Web Portal Social media Joining Connecting Posting Commenting Liking TV commercials Partners Offline Online Friends Online Offline More than 20 available real- time channels to increase sales !!!
  8. 8. 8 Real-time customer interactions possibilities Real-time digital interactions Shop Cashier desks Sales slips Mobile applications Check-ins Coupons Vouchers Online Official website Reading materials Searching Viewing videos Customer Web Portal Social media Joining Connecting Posting Commenting Liking TV commercials Partners Offline Online Friends Online Offline More than 20 available real- time channels to increase sales !!! Challenges requiring technology:  How to understand the customer using all these channels?  How to get a full picture of the purchasing pattern ?  How to turn communication channels into sales channels?  How to offer personalized experience via all these channels?  How to synchronize the offering in all traditional and modern channels?
  9. 9. 9 How it works? Key technological tools Campaign BI LoyaltySegments Dashboards Alerts NBA’a Best channel SKU Alerts ROI analysis Campaigns Marketing calendars Communication Stages Coupons & vouchers Points & discounts Redemptions Loyalty profile Communication Budgets Mobile APP Price plans Rewards Social Social Media Profile Magic
  10. 10. 10 How it works? The magic …. Sources Algorithms Results Transactions CRM Mobile & www Communication & Surveys Social Profile Contact Centre Clustering Decision trees ANN algorithms Association rules learning K-nearest neighbour algorithm Layered feed-forward neural networks Post Claim scoring NBO Satisfaction scoring P&L Analysis Competition ATL/BTL ROI/SROI Recommendations Weather / salaries / holidays / events Semantic analysis
  11. 11. 11 Case study: London Heathrow Airport Results: • increased acquisition • data collection • cross-selling • customers loyalty (higher TV & frequency)
  12. 12. 12 How real-time digital interactions generated additional value & increased customer engagement?
  13. 13. 13 Case study: JetBlue Airlines
  14. 14. 14 … customers’ engagement increased dramatically! 722 013 page views 766 080 minutes onsite 724 080 Facebook impressions
  15. 15. 15 .. we got tremendous impact on brand perception ! Source: http://www.fastcompany.com/1656066/red-hot- and-blue-hottest-american-brand-not-apple
  16. 16. 16 5 key success factors: From passive purchases to conscious and challenging program participation From individual rewarding schemes to social communities around the brand From financial rewarding to enhanced customer experience and real brand relationships From periodical communication to instant interactive notifications and one-to-one dialogue From pure BI simulations to offers based on the voice of the each single customer
  17. 17. 17 From passive purchases to conscious and challenging program participation.
  18. 18. 18 From passive purchases to conscious and challenging program participation. CHALLENGE FUN SOCIAL
  19. 19. 19 From individual rewarding schemes to social communities around the brand
  20. 20. 20 From financial rewarding to enhanced customer experience and real brand relationships Analytical customer scoring:  listened to customers  added online data to offline data  learned their opinions  learned their lifestyles  detected promoters  detected detractors  measured CLV  measured CES (Customer Engagement Score)  measured SPS (Social Potential Score). Number of new program members and thanks to adapted offers & rewarding schemes! I N Number of customer activities thanks to positive testimonials on customer experience!! I N Volumes & frequency of purchases thanks challenging approach and interesting rewarding schemes!! I N
  21. 21. 21 From financial rewarding to enhanced customer experience and real brand relationships Analytical customer scoring:  listened to customers  added online data to offline data  learned their opinions  learned their lifestyles  detected promoters  detected detractors  measured CLV  measured CES (Customer Engagement Score)  measured SPS (Social Potential Score). Number of new program members and thanks to adapted offers & rewarding schemes! I N Number of customer activities thanks to positive testimonials on customer experience!! I N Volumes & frequency of purchases thanks challenging approach and interesting rewarding schemes!! I N
  22. 22. 22 COLLECT (proper integration) LISTEN (data mining tools) ANALYZE (data analytics tools) ACT!! (targeted campaign tools) From BI simulations and predictions to offers based on the voice of the each single customer
  23. 23. 23 COLLECT (proper integration) LISTEN (data mining tools) ANALYZE (data analytics tools) ACT!! (targeted campaign tools) From BI simulations and predictions to offers based on the voice of the each single customer
  24. 24. 24 COLLECT (proper integration) LISTEN (data mining tools) ANALYZE (data analytics tools) ACT!! (targeted campaign tools) From BI simulations and predictions to offers based on the voice of the each single customer
  25. 25. 25 From periodical communication to instant interactive notifications and one-to-one dialogue Rules engine (levels, types of rewards, prizes) Notification engine (feedback, game actions)
  26. 26. 26 How real-time digital interactions generated additional value & increased customer engagement?
  27. 27. 27 How to increase revenue from your CRM strategy? Sell more to exsiting customers! Cross selling Upselling Retention Products education Brand perception Customers active engagement Proper analytics Sell to increased number of customers! Increased acquisition Increased testimonials & referrals Member gets member Coalitions & partnerships Proper analytics Decrease your costs … Automation Targeting Reduced number of claims Eliminated detractors ! Proper analytics
  28. 28. 28 From enhanced customer experience and strong relationship to real financial value generation New customers acquisition Sales volumes & frequency Cross- selling operations Campaigns response rate
  29. 29. 29 … Can this work out in any / your industry? 
  30. 30. 30 Loyalty programs as a basis of marketing strategy
  31. 31. 31 Available technologies make the magic possible ..
  32. 32. 32 Worlwide leaders are already using it … First interactive gaming promotion (TV, cinemas, outdoor spaces, YT)
  33. 33. 33 Contact: e-mail: joanna.gaweda@comarch.com www.comarch.com Thank You

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