The Four Principles of Customer-Centric Loyalty Marketing
The Four Principles of Customer Centricity Melissa Boxer, Vice President, Marketing and Loyalty Products
The World is Changing... Consumers are more difficult to reach, satisfy and retain Oracle Confidential Information Increasing Competition Growing complexity Shifting behavior Discerning Consumers
Oracle Confidential Information What’s the Viable Strategy for Survival and Growth? The best product? The lowest price? A satisfied customer?
Oracle Confidential Information You Your Customer Your Competition Your Problem! But… Are Satisfied Customers Loyal?
Take the Customer’s Perspective What Drives Customer Loyalty In Your Business? Oracle Confidential Information Save me time and money Reward my loyalty Be helpful to me Make me feel special Be relevant to my needs Respect my preferences and information Support me anytime, anywhere where I “live” Treat me like you know me and my business is important Make available the products I want, when I need at the right price in every channel
<ul><li>Understand Your Customers </li></ul><ul><ul><li>Who they are, how their behavior is changing, what tactics best drive results. Segment and tier by value and needs. </li></ul></ul><ul><li>Reward, Recognize and Differentiate </li></ul><ul><ul><li>Consistently deliver differentiated and satisfying customer experience at every point of interaction and offer personalized incentives and rewards to drive behavior </li></ul></ul><ul><li>Engage Across Channels with Relevant Interactions </li></ul><ul><ul><li>Engage with customers via traditional and new channels and build trust with personalized and relevant interactions </li></ul></ul><ul><li>Build Powerful Communities of Loyal Customers </li></ul><ul><ul><li>Build brand affinity and value by connecting customers with other customers </li></ul></ul>Customer Centric Loyalty Marketing Oracle Confidential Information