TIBCO Loyalty Lab paris event

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TIBCO Loyalty Lab slides from David Rosen

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TIBCO Loyalty Lab paris event

  1. 1. NEW THOUGHTS ON LOYALTY: BALANCING FAST AND SLOW DAVID ROSEN Customer Loyalty Management
  2. 2. TIBCO Loyalty Lab Thanks You Program Design & Strategy Segmentation & Propensity Models Program Management Loyalty Program Management Points Liability Management Offer Management Offer & Reward Engine Database & List Management Customer Loyalty Management Consumer Insights Omni-channel Data Integration (social, mobile, local) Real-time Interaction Management Real-time Transaction & Event Processing Customer Clienteling Action & Event Based Targeting © Copyright 2000-2012 TIBCO Software Inc. Visual Analytics & Reporting Customer Service & Sales Associate Experience
  3. 3. How the Brain Works © Copyright 2000-2012 TIBCO Software Inc.
  4. 4. Emotional {=} Fast Rational {=} Slow © Copyright 2000-2012 TIBCO Software Inc.
  5. 5. Has Mobility Changed the Brain? © Copyright 2000-2012 TIBCO Software Inc.
  6. 6. The First Place I Think Of For… Customer Lifetime Value First Second Third Fourth Only 12-15% of customers are loyal to a single retailer, but they represent between 55 and 70% of sales (Center for Retail Management, Northwestern University) © Copyright 2000-2012 TIBCO Software Inc.
  7. 7. (Slide Title) Slow, Rational Decision Making Still Matters © Copyright 2000-2013 TIBCO Software Inc.
  8. 8. Training the Fast Emotional Response 6 Customer Engagement Elements © Copyright 2000-2012 TIBCO Software Inc.
  9. 9. Can Marketers Train the Brain? © Copyright 2000-2012 TIBCO Software Inc.
  10. 10. Yes, and Very Naturally • Frank Bruni – former NYT restaurant critic • NY Times Article: Familiarity Breeds Content © Copyright 2000-2012 TIBCO Software Inc.
  11. 11. True Emotional Loyalty Achieved “ What you have with a restaurant that you visit once or twice is a transaction. What you have with a restaurant that ” you visit over and over is a relationship. © Copyright 2000-2012 TIBCO Software Inc.
  12. 12. True Emotional Loyalty Achieved “ It’s bliss. She knows my heart, knows my drill: a gin martini to begin, a seasonal salad for my appetizer, the ” roasted chicken after. And I know her. © Copyright 2000-2012 TIBCO Software Inc.
  13. 13. True Emotional Loyalty Achieved “ …they understood how to make me happy and they could have a conversation with me different from the ones they had with newcomers, a conversation built on shared history and reciprocal trust, a dialogue between honest-to- ” goodness friends. © Copyright 2000-2012 TIBCO Software Inc.
  14. 14. True Emotional Loyalty Achieved “ I’d think, too, of my food-loving father’s approach to dining out. When he found a place with a few dishes and a few servers he adored, and when those servers reciprocated his affection, he stopped looking around. ” Called off the search. © Copyright 2000-2012 TIBCO Software Inc.
  15. 15. True Emotional Loyalty Achieved “ In return, regulars at most restaurants get extra consideration: a glass of sparkling wine that wasn’t asked for, a dessert that just appears, a promotion to the head of ” the waiting list when the place is full. © Copyright 2000-2012 TIBCO Software Inc.
  16. 16. value
  17. 17. efficiency
  18. 18. Social Media at the Center of Trust trust 20
  19. 19. consistency
  20. 20. relevance
  21. 21. relevance
  22. 22. control
  23. 23. Our Panelists Katie Wadey Claire Whitehead © Copyright 2000-2012 TIBCO Software Inc. Phil Seward

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