0
Loyalty 2.0
ICHEC
Stéphanie Duchemin
November 25th 2013
Agenda
1. Introduction The House of Marketing
2. What is customer loyalty?
3. Loyalty program set-up & examples
4. Trends ...
The House of Marketing

3
The 3 main services of The House of Marketing

Temporary Marketing
Support

Marketing Consultancy

Marketing Talent
Develo...
Question

What are your expectations of today?

5
Agenda
1. Introduction The House of Marketing
2. What is customer loyalty?
3. Loyalty program set-up & examples
4. Trends ...
To which brands are you loyal & why?

7
Customer loyalty is a behavioral and attitudinal tendency
to favor one brand over all others

“Customer loyalty is both a ...
To define customer loyalty a distinction has to be
made between behavioral and attitudinal loyalty

Behavioral loyalty

A ...
DELIBERATIVE
CONFIRMERS

low

Consciously
reconfirming their
brand choice upon
purchase

Identifying with the
brand

INERT...
Illustration

Keep the switching barrier high to prevent the customer
from changing brands
• Nespresso’s coffee machine co...
Illustration

Despite changes in regulation to lower the switching
barrier, find a way to keep the customer

Become Telene...
Illustration

But... be aware of negative reactions from unsatisfied
customers

13
Question

Why do loyalty customers switch to another brand?

14
DELIBERATIVE
CONFIRMERS

CONVINCED
LOYALISTS

HABITUAL
USERS

INERT
RESIDENTS

low

high

low

Involvement

high

Subjecti...
Be aware, brands can move throughout the framework
due to changing circumstances or consumers‟ perception
CONVINCED
LOYALI...
Question

What should Q8 do to increase involvement & switching barriers?

17
18
Loyalty is often confused with retention in terms of
objectives, tactics and target
Margin

Get!

Acquisition

Grow!

Keep...
Agenda
1. Introduction The House of Marketing
2. What is Customer Loyalty?
3. Loyalty program set-up & examples
4. Trends ...
Question

Why do brands set up loyalty programs?

21
Question

Why do we register to loyalty programs?

22
Traditional loyalty programs can be ranked on 3 axes: the
reward-moment, required counteraction & customer
initiative
Rewa...
Direct advantage program

24
Relationship program

25
Savings program

26
Contest program
Event program
Customer advantage
program
Question

Why do customers opt out of loyalty programs?

30
Agenda
1. Introduction The House of Marketing
2. What is Customer Loyalty?
3. Loyalty program set-up & examples
4. Trends ...
Is building loyalty an utopia?
How to build loyalty?
60%

Improve customer
More relevant experience
products/services

Ana...
100% loyalty is out. Divided loyalty is in.
• Loyalty programs have become a commodity

“Your consumers are just
somebody ...
Loyalty programs have become a commodity
Marketers should rethink the loyalty concept

34
Being enrolled in a loyalty program is a habit rather than
influential in purchase decisions
The average
Three-quarters of...
Illustration

Famous loyalty programs don‟t work anymore
• Loyalty scheme:
redeem points for rewards and prize draws
• Uni...
Illustration

Frequent flyer programs are also under pressure

Situation








Limited increase of loyalty as busi...
100% loyalty is out. Divided loyalty is in.
• Loyalty programs have become a commodity
• The savvy shopper wants more, and...
Changing behavior of consumers
“the savvy shopper”

Better informed thanks to internet

Research & plan more deliberately
...
100% loyalty is out. Divided loyalty is in.
• Loyalty programs have become a commodity
• The savvy shopper wants more, and...
Social media like Facebook have become mainstream
Social media reach in Belgium

5.5 mio users

1.178.723 profiles

167.67...
Illustration

United airlines “Optathlon” gives passengers the chance to
instantly win upgrades
• The app includes five ga...
Illustration

Converse All Stars: co-creation used as loyalty tool

Converse:
•

December 2011

•

Facebook application

•...
Mobile technology provides an answer to the changing
behavior of consumers
Consumers expect immediacy, relevance & conveni...
Illustration

“My Starbucks rewards” steps away from real currencies
Special features & in-store utilities

Mobile Card

C...
Illustration

Qustomer: „the digital loyalty card of the future‟

46
Mobile

New technologies reduce frontier between loyalty & payment

Universal payment app
(Bancontact
Piloted ‘13, launch ...
100% loyalty is out. Divided loyalty is in.
• Loyalty programs have become a commodity
• The savvy shopper wants more, and...
Question

“It costs five times more to acquire a customer than to retain one”.
What do you think?

49
Answer: The statement is a myth

Advertising &
promotional
expenses

- Not only for inducing first time purchases, also fo...
The combination of a penetration and a loyalty strategy is
necessary and asks for a dual marketing approach
Combined strat...
Retention and loyalty initiatives will only boost business if
there is alignment with the business strategy and the
market...
100% loyalty is out. Divided loyalty is in.
• Loyalty programs have become a commodity
• The savvy shopper wants more, and...
Illustration

Of course, tailored customer experience is more than a
creative campaign

Creativity works but it doesn’t
me...
Agenda
1. Introduction The House of Marketing
2. What is Customer Loyalty?
3. Loyalty program set-up & examples
4. Trends ...
These trends have changed the loyalty space
From today’s loyalty…

To next generation loyalty

 Programs only focused on ...
What do we mean by customer experience?

CE =

The total set of elements, from product to price/value
perception to channe...
Different stages of the consumer decision journey have
impact on customer experience & loyalty behavior
Pre-purchase

Rese...
Pre-purchase

Illustration

Ikea‟s sleep like a princess contest

Engaging loyalty members and raising awareness

DESCRIPT...
Pre-purchase

Post-Purchase

Illustration

Booking.com reminds review writers of previous holidays

DESCRIPTION
Booking.co...
Purchase

Post-purchase

Illustration

At The Ritz-Carlton Hotel, Ladies and Gentlemen are serving
Ladies and Gentlemen

D...
Post-purchase

Illustration

Telenet „Verwenbrigade‟

Creating advocates with surprise & delight

DESCRIPTION
Telenet look...
Post-purchase

Illustration

Spanair “Unexpected Luggage”

Increase WOM & Customer Satisfaction
DESCRIPTION
• Spanair gave...
Purchase

Post-purchase

Illustration

KLM: Meet & Seat on Twitter/LinkedIn

•

February 2012

•

Meat & Seat initiative

...
Question

Any questions?

65
Join us at our Meet & Greet!
Cook & Book – Woluwe
28/11/2012 – 19h00

Subscribe

www.thom.be/meet-greets
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Loyalty 2.0 ichec 25.11.2013

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  • AvailabilityPriceQualityServiceSelection/ choiceFeatures
  • Bottom line impact: increase avg basket, frequency of visit, etc.Build client database => communicationBuild knowledge => data mining (+ even sold to third party – e.g. Retailers)Branding (awareness, engagement)Industry standard (retail, airlines)
  • Nielsen – How loyal is your customer (Nov ‘13)(European avg)Discount/ free products: 82%Free shipping: 34%Customer service: 32%Exclusive product/ event: 22%Opening hours: 11%
  • Nielsen – How loyal is your customer (Nov ‘13)(European avg)Too expensive: 47%Don’t shop there regularly enough to get benefit: 42%Don’t like benefits: 36%Too complicated: 30%Too much communcation/ mailings: 29%Don’t like to share personal info: 20%
  • The Yearly Marketing Survey 2013 indicated that traditional reward programs don’t do the trick anymoreSo in fact, building loyalty is about the basics: work on relevance, improve experience....
  • 53% van de Sensodyne users buy Colgate46% of the Colgate users buy Aquafresh...72% of the Pesdrinkers buy CocaCola....Once or more every 12 monthsMartin Hammer ‘YOURCONSUMERS’AREJUSTSOMEBODYELSE’SCONSUMERSWHOOCCASIONALLYBUYYOUPeople are loyal to a group of productsDevided loyalty: consumer buy different brandsTake care of the basics (experience, needs)Old school rules: gaining a new customer costs 5 times mre than keeping a customerDus het enige wat werkt is de switching barriers hoog houden (vb legaal,vb Nespresso ) maar vooral het involvement (Pampers, Nike) hoog houden
  • Savvy shoppers:They want more, and they want if nowPrice sensitive, but also value quality & serviceWant to be in control over their experienceSharing behavior
  • http://www.qustomer.com/pages/home
  • Take care of the basics (experience, needs)Old school rules: gaining a new customer costs 5 times mre than keeping a customerDus het enige wat werkt is de switching barriers hoog houden (vb legaal,vb Nespresso ) maar vooral het involvement (Pampers, Nike) hoog houden
  • http://www.youtube.com/watch?v=F-Fk2hpdrdU
  • Transcript of "Loyalty 2.0 ichec 25.11.2013"

    1. 1. Loyalty 2.0 ICHEC Stéphanie Duchemin November 25th 2013
    2. 2. Agenda 1. Introduction The House of Marketing 2. What is customer loyalty? 3. Loyalty program set-up & examples 4. Trends & challenges 5. Loyalty 2.0: alternatives to loyalty programs 2
    3. 3. The House of Marketing 3
    4. 4. The 3 main services of The House of Marketing Temporary Marketing Support Marketing Consultancy Marketing Talent Development To bridge capacity & competence gaps To tackle strategic marketing challenges To develop, coach & train marketers on the job 4
    5. 5. Question What are your expectations of today? 5
    6. 6. Agenda 1. Introduction The House of Marketing 2. What is customer loyalty? 3. Loyalty program set-up & examples 4. Trends & challenges 5. Loyalty 2.0: alternatives to loyalty programs 6
    7. 7. To which brands are you loyal & why? 7
    8. 8. Customer loyalty is a behavioral and attitudinal tendency to favor one brand over all others “Customer loyalty is both a behavioral and attitudinal tendency to favor one brand over all others, whether due to satisfaction with the product or service, its convenience or performance, or simply familiarity and comfort with the brand. Customer loyalty encourages consumers to shop more consistently, spend a greater share of wallet, and feel positive about a shopping experience, helping attract consumers to familiar brands in the face of a competitive environment.” Source: PR Loyalty Solutions 8
    9. 9. To define customer loyalty a distinction has to be made between behavioral and attitudinal loyalty Behavioral loyalty A customer who stays (repeat purchase, renew contract,…) is often seen as a loyal customer Be careful: This does not mean that these customers are loyal because they might leave once the situation changes… Attitudinal loyalty Source: Klantenloyaliteit, Marnix Bügel Commitment to continue using a product or service, despite situational influences and marketing efforts of competitors, is true loyalty. 9
    10. 10. DELIBERATIVE CONFIRMERS low Consciously reconfirming their brand choice upon purchase Identifying with the brand INERT RESIDENTS Making the same choice out of habit Locked in or switching is not worth the effort low Involvement CONVINCED LOYALISTS HABITUAL USERS high Subjective axis: Perceived emotional, social, functional risk of switching Loyalty is driven by two dimensions: switching barriers & involvement high Switching barriers Objective axis: Perceived effort, cost, time to switch / frequency of transaction Source: THoM analysis of McKinsey Quarterly & Marketing NPV 10 Involvement drives behavioral & attitudinal loyalty Switching barriers drive behavioral loyalty
    11. 11. Illustration Keep the switching barrier high to prevent the customer from changing brands • Nespresso’s coffee machine could only be filled by Nespresso capsules, which were only available online and in exclusive shops • Consumers didn’t have the choice and were attached to the brand BUT: • Douwe Egberts duplicated the capsules, which can also be used in the Nespresso machines and are available in the supermarkets • Nespresso’s switching barriers decreased: consumers can now easily switch between Nespresso and Douwe Egberts • Nespresso will need to continue working on involvement 11
    12. 12. Illustration Despite changes in regulation to lower the switching barrier, find a way to keep the customer Become Telenet iKing and receive an iPhone 5 for only €199 (€29 for iKong) If you leave iKing within a period of 24 months, you need to pay the remaining value of the iPhone to Telenet 12
    13. 13. Illustration But... be aware of negative reactions from unsatisfied customers 13
    14. 14. Question Why do loyalty customers switch to another brand? 14
    15. 15. DELIBERATIVE CONFIRMERS CONVINCED LOYALISTS HABITUAL USERS INERT RESIDENTS low high low Involvement high Subjective axis: Perceived emotional, social, functional risk of switching Exercise: Put the following brand logos on the right place in the loyalty matrix and explain your positioning Switching barriers Objective axis: Perceived effort, cost, time to switch / frequency of transaction 15
    16. 16. Be aware, brands can move throughout the framework due to changing circumstances or consumers‟ perception CONVINCED LOYALISTS Involvement high DELIBERATIVE CONFIRMERS INERT RESIDENTS low high low HABITUAL USERS Switching barriers 16 True loyalty is the only sustainable, long-term competitive advantage for business in today’s multi-channeling world.
    17. 17. Question What should Q8 do to increase involvement & switching barriers? 17
    18. 18. 18
    19. 19. Loyalty is often confused with retention in terms of objectives, tactics and target Margin Get! Acquisition Grow! Keep! Development Get (again)! Retention Win-back Time Loyalty Retention management • • • • • Primary increasing switching barriers, secondary increasing involvement > Increasing behavioral loyalty Short term fix for churn reduction Long term plan for retention Focus on high and medium value customers with high churn risk Aims at reducing and preventing churn through fixing the basics Source: THoM analysis Loyalty management • GET GROW • • KEEP • 19 Increasing involvement by understanding loyalty drivers > Increasing behavioral and attitudinal loyalty Long term Focus on customers with high potential (customer lifetime value) Aims at retaining and increasing customer value through building sustainable relationships
    20. 20. Agenda 1. Introduction The House of Marketing 2. What is Customer Loyalty? 3. Loyalty program set-up & examples 4. Trends & challenges 5. Loyalty 2.0: alternatives to loyalty programs 20
    21. 21. Question Why do brands set up loyalty programs? 21
    22. 22. Question Why do we register to loyalty programs? 22
    23. 23. Traditional loyalty programs can be ranked on 3 axes: the reward-moment, required counteraction & customer initiative Reward-moment Immediate Transaction based Counteraction 1 Customer initiative Direct Adv Program Postponed Not transaction based 2 Relationship Program 3 Savings Program No initiative Direct discount 4 Initiative Contest Program Advantage won through contest Source: Klantenloyaliteit, Marnix Bügel 23 Saving points for gifts via transaction Service related & other advantages 5 Event Program Event invitation 6 Customer Adv Program Saving points for gifts via initiative
    24. 24. Direct advantage program 24
    25. 25. Relationship program 25
    26. 26. Savings program 26
    27. 27. Contest program
    28. 28. Event program
    29. 29. Customer advantage program
    30. 30. Question Why do customers opt out of loyalty programs? 30
    31. 31. Agenda 1. Introduction The House of Marketing 2. What is Customer Loyalty? 3. Loyalty program set-up & examples 4. Trends & challenges 5. Loyalty 2.0: alternatives to loyalty programs 31
    32. 32. Is building loyalty an utopia? How to build loyalty? 60% Improve customer More relevant experience products/services Analyze customer needs 50% Focus on CLV Personalize Communication Net Success 40% Refine segmentation Invest in employees Create dialogue 30% 20% Review pricing strategy Reward with incentive 10% Involve customers in marketing projects 0% 0% 10% Source: Yearly #YMS2013 Marketing Survey 2013 20% 30% 40% Usage 32 50% 60% 70% 80% 90%
    33. 33. 100% loyalty is out. Divided loyalty is in. • Loyalty programs have become a commodity “Your consumers are just somebody else‟s consumers who occasionally buy you” Martin Hammer 33
    34. 34. Loyalty programs have become a commodity Marketers should rethink the loyalty concept 34
    35. 35. Being enrolled in a loyalty program is a habit rather than influential in purchase decisions The average Three-quarters of households are enrolled in at least one frequent customer account. Fewer than 20% of loyalty household has members say their memberships signed up for no are influential in purchasing less than 18 decisions and only 33% of memberships. loyalty customers feel that American households are active in less than 50% of the programs those programs are addressing But ... they have signed up for. Source: The power of points: Strategies for making loyalty programs work 35 Customer Strategist, Peppers&RogersGroup their needs.
    36. 36. Illustration Famous loyalty programs don‟t work anymore • Loyalty scheme: redeem points for rewards and prize draws • Unique experience: redeem points for Coca-Cola merchandising, magazines, cosmetics, speakers,… “We are making some changes to Coke Zone following a review of which parts of the site are of most interest to people. What this review tells us is the vast majority of people visit Coke Zone for news, competitions and the chance to win great prizes and experiences, rather than to collect and redeem points in exchange for gifts like T-shirts and headphones.” Statement Company Coca- Cola 36
    37. 37. Illustration Frequent flyer programs are also under pressure Situation       Limited increase of loyalty as business travellers have cards of all airlines Rewards based on wrong metric: airmiles flown instead of amount spent Only reward when it’s convenient for the airline (e.g. upgrading) Slow reward redemption Frustrated non-frequent flyers: lack of engagement Lost status can destroy relationships 37
    38. 38. 100% loyalty is out. Divided loyalty is in. • Loyalty programs have become a commodity • The savvy shopper wants more, and he wants it now 38
    39. 39. Changing behavior of consumers “the savvy shopper” Better informed thanks to internet Research & plan more deliberately Increased switching behavior Far more discriminating in choosing to which brands to give their loyalty Expect to be rewarded & recognized for their loyalty Want instant gratification, value & relevance in every transaction 39
    40. 40. 100% loyalty is out. Divided loyalty is in. • Loyalty programs have become a commodity • The savvy shopper wants more, and he wants it now • Digital channels reshape the loyalty landscape 40
    41. 41. Social media like Facebook have become mainstream Social media reach in Belgium 5.5 mio users 1.178.723 profiles 167.679 profiles* 46.243 profiles Source: B.L.V.G Blog, June 2012 * Estimation end 2011 41
    42. 42. Illustration United airlines “Optathlon” gives passengers the chance to instantly win upgrades • The app includes five games: Legroom Legend , Linejump Hero, Mileage Ace, Suitcase Skyway & Airport Oasis. • Playing the games just before a flight gives you a chance for instantly winning access to the airlines Red Carpet Club, Premier Line, Economy Plus or a 10% ecertificate. There’s also a chance to win one million Mileage Plus miles during game play at any time. • All the games are dealing with the realities and frustrations of airline travel 42
    43. 43. Illustration Converse All Stars: co-creation used as loyalty tool Converse: • December 2011 • Facebook application • Design own Converse shoes and sell them through friends on social network and virtual store • Free pair of shoes when enough pairs are sold 43
    44. 44. Mobile technology provides an answer to the changing behavior of consumers Consumers expect immediacy, relevance & convenience Immediacy Relevance Convenience Nectar Using location-based services to provide discount codes directly Hilton Loyalty apps which give customers immediate access to booking info, let them order room service, checkin/out, etc Delhaize Mobile shopping Targeted & personalized offers Shop & collect, find stores, … Source: THoM analysis 44
    45. 45. Illustration “My Starbucks rewards” steps away from real currencies Special features & in-store utilities Mobile Card Card Balance E-Gifts Locationbased Rewards overview 45
    46. 46. Illustration Qustomer: „the digital loyalty card of the future‟ 46
    47. 47. Mobile New technologies reduce frontier between loyalty & payment Universal payment app (Bancontact Piloted ‘13, launch : ‘14) Mobile wallet (Sixdots, SEQR Launch: ‘14) Mobile wallet, excl Payment (Passbook) Universal loyalty App (Qustomer, Fidme) Dedicated payment app (KBC PayMe, bpost bank) Payment Online payment (Paypal, Ogone) Loyalty Cashier system incl loyalty (e.g. Micro Concept) Piggybacking loyalty scheme (Freedelity, Fiselsys) Debit & credit cards Plastic cards Multi retailer loyalty cards (e.g. Plus card,) Stampcards (e.g. Exki) Size of bubble provides an estimate of adoption rate in BE (from mainstream to niche) Dedicated loyalty cards (e.g. Fnac)
    48. 48. 100% loyalty is out. Divided loyalty is in. • Loyalty programs have become a commodity • The savvy shopper wants more, and he wants it now • Digital channels reshape the loyalty landscape • Forget “old school rules”: focus on light users and penetration #YMS2013 48
    49. 49. Question “It costs five times more to acquire a customer than to retain one”. What do you think? 49
    50. 50. Answer: The statement is a myth Advertising & promotional expenses - Not only for inducing first time purchases, also for brand image and awareness among current customers - Promotions are often enjoyed by both new and current customers Diversity of customer base in terms of acquire and retain costs - Customer profitability is not evenly distributed. - Often the most expensive customers to retain = those who generate most profits - desirable to competitors and receive attractive offers - customers know this and expect a higher level of service BUT - Best customers outspent others by: - 16 to 1 in retailing - 13 to 1 in restaurants - 12 to 1 in airlines - 5 to 1 in hotels - Satisfied customers spread more WOM Source: www.ipsosloyalty.com 50
    51. 51. The combination of a penetration and a loyalty strategy is necessary and asks for a dual marketing approach Combined strategy and approach Penetration growth & Existing customers might buy the brand more often New customers might buy the brand Mass Marketing Loyalty growth & Reach all the buyers, including the occasional, light buyers and non-buyers Target Marketing Reach all the heavy users Most effective campaigns aim at new AND existing customers. A company is successful when it targets light users AND heavy users. 51
    52. 52. Retention and loyalty initiatives will only boost business if there is alignment with the business strategy and the marketing strategy Vision & Business objectives Positioning Sales strategy Penetration growth Retention & loyalty strategy & New customers Mass Marketing Reach all potential targets Loyalty growth Existing customers & Target Marketing Reach valuable clients
    53. 53. 100% loyalty is out. Divided loyalty is in. • Loyalty programs have become a commodity • The savvy shopper wants more, and he wants it now • Digital channels reshape the loyalty landscape • Forget “old school rules”: focus on light users and penetration Loyalty 2.0: working on tailored customer experiences #YMS2013 53
    54. 54. Illustration Of course, tailored customer experience is more than a creative campaign Creativity works but it doesn’t mean the customer won’t buy the competitor’s product Keep in mind that obtaining 100% loyalty is difficult today. Make sure your brand is at least part of the customer’s basket of brands 54
    55. 55. Agenda 1. Introduction The House of Marketing 2. What is Customer Loyalty? 3. Loyalty program set-up & examples 4. Trends & challenges 5. Loyalty 2.0: alternatives to loyalty programs 55
    56. 56. These trends have changed the loyalty space From today’s loyalty… To next generation loyalty  Programs only focused on in-program transaction data to reward target customers (purchase/earn/redeem) ▪ Loyalty extends beyond purchasing, and rewards behavior across the customer decision journey: focus on interaction ▪ Diversify away from currency: increasing focus on customer experience  One size fits all ▪ Customized: personalized offers, differentiated ▪ Programs reach customers through ▪ Channel ubiquity – loyalty is conveniently traditional channels: a program website, call centers, email or mail experiences & relevant rewards present wherever and across multiple vehicles ▪ Social media & mobile as powerful loyalty generators : engage customers through new media Relentless focus on the consumer, fueled by data and powered by a remarkable customer experience will enable true attitudinal loyalty Source: THoM analysis
    57. 57. What do we mean by customer experience? CE = The total set of elements, from product to price/value perception to channel interactions… … from promises to execution to messaging …that determine a customer’s satisfaction …and therefore drive value What I get = What I expect Source: THoM analysis 57 How I feel
    58. 58. Different stages of the consumer decision journey have impact on customer experience & loyalty behavior Pre-purchase Research Awareness Evaluate Advocacy Loyalty Use (service) Post-purchase Buy Purchase Capture data at all touchpoints Source: THoM analysis 58 Datamining & analysis Use insights to learn & adapt
    59. 59. Pre-purchase Illustration Ikea‟s sleep like a princess contest Engaging loyalty members and raising awareness DESCRIPTION • Ikea ran a Facebook competition which was only open to loyalty card holders • Users had to upload a photo of a friend who was having a nap • Then Facebook users voted for the best picture • Prize = a bed worth up to £1,500 Results: • 44,000 YouTube views • 13,650 Facebook visitors • Almost 4,000 new fans Source: Six awesome examples of Facebook campaigns by Ikea 59
    60. 60. Pre-purchase Post-Purchase Illustration Booking.com reminds review writers of previous holidays DESCRIPTION Booking.com sends a mail one year after writing a review to remind the customer of a previous holiday and to advertize new accommodations Source: www.booking.com 60
    61. 61. Purchase Post-purchase Illustration At The Ritz-Carlton Hotel, Ladies and Gentlemen are serving Ladies and Gentlemen DESCRIPTION • Employees are empowered to create unique, memorable and personal experiences for our guests • Employees note all the preferences of the guests and fulfill these, even if the guest doesn’t ask it explicitly • Each employee has a budget to serve the customer in any way he likes • Employees are also treated like ladies and gentlemen Source: www.corporate.ritzcarlton.com 61
    62. 62. Post-purchase Illustration Telenet „Verwenbrigade‟ Creating advocates with surprise & delight DESCRIPTION Telenet looked on Twitter for customers who were having a bad day and surprised them with a nice gift, a voucher to rent a movie with Telenet Digital TV. Source: https://twitter.com/Verwenbrigade.com 62
    63. 63. Post-purchase Illustration Spanair “Unexpected Luggage” Increase WOM & Customer Satisfaction DESCRIPTION • Spanair gave Christmas Gifts to all the passengers of the last flight that arrived at midnight before Christmas. Results: • 100.000 views in 48 hours • 7.000 people shared it on Facebook & Twitter • 600.000 viewings in 12 days & Presence in the international media • +13 Mio people received our greetings Source: http://www.youtube.com/watch?v=F-Fk2hpdrdU 63
    64. 64. Purchase Post-purchase Illustration KLM: Meet & Seat on Twitter/LinkedIn • February 2012 • Meat & Seat initiative • Link booking to Facebook/LinkedIn • Select seat based on most interesting profiles Source: Trendwaching.com 64
    65. 65. Question Any questions? 65
    66. 66. Join us at our Meet & Greet! Cook & Book – Woluwe 28/11/2012 – 19h00 Subscribe www.thom.be/meet-greets
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