2. Purpose and stages
The goals is:
To develop and implement tools, which deal with clients, to increase the
number and profitability of guests without substantial increase in the
cost of discounts, bonus, etc.
Analysis of the current situation (by clients, segments and
products)
Service standards
Staff: motivation, communication with customers,
internal communications
External communication with the guests
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3. The practical use
Increase client’s profitability without increasing costs on the
loyalty programs (discounts, bonuses, gift funds).
Optimization of existing costs on client service and program
loyalty.
Results
reducing the number of dissatisfied guests, clients reduction
reduction of time for the information service per client
increase in the number of clients requests in real sales
growing the number of loyal guests
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4. What exactly do we do
Clarification of the "chips" that affect the re-visit of the hotel or repurchasing
tour, the development of actions based on this.
Developing of the long-term loyalty programs.
Research and optimization of customer service at all stages (from the call
center to service in restaurants).
Methods of informing and advertising on the client base.
Development tools for assessing the effectiveness of loyalty program.
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5. Case study
Client: consumer electronics chain stores
Objective: to increase profitability of the loyalty program for regular customers
Baseline data (existing problem):
- uncertainty about the effectiveness of current loyalty program, an intricate
system of loyalty program management;
- dissatisfaction with the company's profitability program (steady drop in sales in
the program with the overall growth in sales volumes, very low profitability of the
program);
- significantly more frequent complaints and dissatisfaction of consumers cardholders loyalty programs, including direct complaints and rejection of
purchases.
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6. Case study
What has been done:
1. Sales analytics.
2. Loyal customers survey regarding:
- loyalty to the company and factors influencing it;
- refinement of purchase models;
- satisfaction with the current structure and offers of loyalty program;
- the quality of conveying information about the conditions of the loyalty program.
3. Correlation of data analysts and sales survey and segmentation loyal
customers based on this template.
4. Development of a product matrix offerings for each segment of consumers.
Modification and testing of the system of discounts and bonuses for the program.
5. Update of ways of communitcation within loyalty program:
- change in creative solutions to all program materials;
- active addition of printed communications by electronics;
- providing quality feedback to clients;
6. Refinement and modification of business processes in the management of
loyalty program, in particular the structure and job descriptions of employees of
customer loyalty, and interaction within the service / marketing department of
customer loyalty.
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7. Case study
7. Conduct training of employees as to the appropriate communication of the
program to clients.
Results:
1. Cost reduction ot the service loyalty program (about 15%) due to:
- partial replacement of printed communications with customers on electronic ones,
- reducing unnecessary personnel of the loyalty management department.
2. Increased sales to regular customers of loyalty program by 10% within six
months after its modernization (seasonally adjusted).
3. Increase in profitability of the loyalty program, both by increasing sales and by
increasing margins due to reduced number of unfounded and "not working"
discounts and bonuses.
4. Increasing the number of loyal customers (the poll-monitoring) satisfied loyalty
program by 17%.
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8. About our resources
Company KPD100 - Ukrainian private research agency, working in the
market since 2002.
The company "Myata.Novye communication" - a marketing agency
experienced in implementing solutions for building of communication
interaction with clients in programs customer relations.
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9. Portfolio. Clients.
Since 2002, we have made about 300 research and communication projects for the following
companies:
и др.
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