MegaEvent 2012 conference - Crossing the Loyalty Chasm


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Based on global research commissioned by ICLP in conjunction with Forrester

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MegaEvent 2012 conference - Crossing the Loyalty Chasm

  1. 1. LEAD SPONSORS Cross the loyalty chasm!and inspire your audience! ! Kevin Yeow, President, ICLP Americas! 8th FFP Loyalty Conference 2012
  2. 2. Evaluating the global loyalty landscape! The Loyalty Chasm:! The gap between consumers’ ! expectations and brand delivery! 8th FFP Loyalty Conference 2012
  3. 3. Key trends and findings! Real-time rewards ! Control, choice! A more valuable ! Emerging markets!and instant gratification.! and personalization.! and relevant currency.! are heralding the change.! 8th FFP Loyalty Conference 2012
  4. 4. Real-time rewards!and instant gratification! 8th FFP Loyalty Conference 2012
  5. 5. Instant and real-time - a loyalty chasm! Instant crediting , redemption, servicing.! ! ! 8th FFP Loyalty Conference 2012
  6. 6. Real-time engagement! ! Mobile can facilitate greater instant behaviour.! Spontaneous burn opportunities.! 8th FFP Loyalty Conference 2012
  7. 7. Real-time: Marriott Rewards! ! “The rules on your points are officially relaxed”! ! ! 8th FFP Loyalty Conference 2012
  8. 8. Control, choice! and personalization!Please  add  in  the  ICLP  logo  and  you  might  feel  that  it  is  be6er  to  use  the  grey  audience  background  rather  than  this  one  so  please  feel  free  to  play!   8th FFP Loyalty Conference 2012
  9. 9. Give control to the customer! Greater relevant targeted content / offers.! Customized and ability to tailor.! Valuing interaction and data provision.! ! 8th FFP Loyalty Conference 2012
  10. 10. 8th FFP Loyalty Conference 2012
  11. 11. Customer control: ChoicePlus Card, Amex! ! “Choose which merchant you want to earn double points with” ! 8th FFP Loyalty Conference 2012
  12. 12. A more valuable ! and relevant currency!Please  add  in  the  ICLP  logo  and  you  might  feel  that  it  is  be6er  to  use  the  grey  audience  background  rather  than  this  one  so  please  feel  free  to  play!   8th FFP Loyalty Conference 2012
  13. 13. Currency value and utility – a loyalty chasm! 8th FFP Loyalty Conference 2012
  14. 14. Creating greater value and utility! More options to redeem.! More options to earn.! 8th FFP Loyalty Conference 2012
  15. 15. Currency value – Virgin Australia! ! “Shop and earn with hundreds of merchants”! ! 8th FFP Loyalty Conference 2012
  16. 16. Emerging markets! are heralding the change!Please  add  in  the  ICLP  logo  and  you  might  feel  that  it  is  be6er  to  use  the  grey  audience  background  rather  than  this  one  so  please  feel  free  to  play!   8th FFP Loyalty Conference 2012
  17. 17. Emerging markets heralding the change! Challenge the traditional models of loyalty. ! Higher adoption of new channels, such as social media.! Importance of status and peer influence.! 8th FFP Loyalty Conference 2012
  18. 18. Emerging markets – Wyndham Rewards! ! “Share your dream redemption and it could come true” ! 8th FFP Loyalty Conference 2012
  19. 19. 8th FFP Loyalty Conference 2012
  20. 20. In summary! Identified today’s gaps! The next 25 years! The new world! These are relatively quick fixes.! More changes than ! Leveraging intelligence and ! we have seen in the past.! creativity to create loyal relationships. ! 8th FFP Loyalty Conference 2012
  21. 21. LEAD SPONSORS Thank you.! ! !Kevin Yeow, President, ICLP Americas! !! ! 8th FFP Loyalty Conference 2012
  22. 22. Our Heritage•  ICLP is one of a number of marketing specialist companies that are part of the Origo Marketing Group, division of the Collinson Group. Origo  Marke+ng  Group   Priority  Travel  Group   Insurance  Group   PTI   Innova+ve  product  marke+ng  solu+ons   8th FFP Loyalty Conference 2012
  23. 23. Who we areICLP is a leading specialist loyalty marketing agency with a25 year track record in the successful delivery of:•  Global consumer loyalty and partnership marketing•  Full service client focused agency Global capability: • 900+ employees • 50 nationalities • 16 wholly-owned offices combining global loyalty best practice with local market insight & execution 8th FFP Loyalty Conference 2012
  24. 24. ICLP Worldwide ClientsHotel   Airline Retail IT Finance   Others 8th FFP Loyalty Conference 2012
  25. 25. Full Service CRM - ICLP Strategy  &   Consul+ng   Call  Center   Analy+cs  &   Services   Repor+ng   Full   Service   Partnership   CRM   Communica+ Marke+ng   on  Planning   Reward   Technology     Service   (  Web,  Mobile)   8th FFP Loyalty Conference 2012
  26. 26. Hotel sectorcase studies 8th FFP Loyalty Conference 2012
  27. 27. Wyndham RewardsChallenge •  Localisation of hotel loyalty program to China market •  Increase local member acquisition •  Drive member engagement throughout the regionWhat we do: •  ICLP provided a strategic consultancy and program plan to localise their frequent guest program . •  Implemented a localised earning and redemption benefits “ICLP’s  understanding  of  a   approach global  loyalty  approach  and  their   •  Created a multi-lingual online member registration website to expert  knowledge  of  the  China   facilitate and increase member acquisition •  The program now enables fully localised, relevant and tailored market  was  instrumental  in   promotions and communications to its members. successfully  implemen<ng  a   •  Developed a loyalty system with dual language capabilities localised  loyalty  strategy  which   •  Manage and operate Wyndham Rewards call center in China delivered  membership  growth   and  franchisee  sa<sfac<on”  Results Vice  President  of  Loyalty   •  100% year on year increase in member growth since 2007. Marke+ng   •  Members in China have the highest activity rates amongst all   the hotel groups markets. •  The three tier redemption strategy has increased demand for low and medium value local non-hotel rewards. 8th FFP Loyalty Conference 2012
  28. 28. IHGChallenge •  Adopt a more efficient approach across a EMEA programmes •  Drive increased bookings, revenue and an improved share of business travel from small to medium-sized corporations, whilst continuing to support the needs of local markets.What we do: “BusinessClub  has  provided  us  with  a   valuable  program  with  usable  member   •  Develop and manage the BusinessClub program data  capture,  allowing  greater  customer   •  Delivered and managed an outsourced solution including full program management, data insight, multi-lingual insight  and  behavioural  analysis.  ICLP’s   customer contact centre support, etc. support  from  the  design  and  planning  of   •  Created the business model and monthly management the  program  through  to  the  ongoing  day-­‐ reports. to-­‐day  management  has  proven  to  be   •  Launch BusinessClub B2B program in 6 markets invaluable.”   •  Created highly targeted marketing campaigns to encourage  Karen  Forrest,  Business  Marke+ng   transactions, increase retention and drive revenue Manager  Europe    Results   •  Significantly reduced operating and marketing costs through the creation of a single program infrastructure. •  Revenue attributed to bookers doubled within the first year of the program and continued to grow year-on-year for the 4 years following launch. •  Following the success of BusinessClub IHG migrated their UK Travel Agent program to the new platform, creating BusinessClub AGENT 8th FFP Loyalty Conference 2012
  29. 29. Mandarin OrientalChallenge •  Develop and launch a brand new program across the hotel group’s global networkWhat we do: •  Global CRM agency •  Audited all aspects of Mandarin Oriental Hotel CRM program •  Launch and ongoing development of an unpublished CRM program for Mandarin Orientals best customers across the networkResults •  Systems and data sharing: significant efficiencies have been realised through company wide sharing of systems and data •  Company wide training: delivered company wide CRM training and implementation of best practice •  Data driven strategies: customer communication strategies and creative solutions are now data driven 8th FFP Loyalty Conference 2012
  30. 30. Jumeirah InternationalChallenge •  Generate incremental revenue for Jumeirah’s Sirius Program •  Increase member participation in the programWhat we do: •  ICLP has managed Jumeirah’s Sirius Program across the network since 1998 •  Services provided included: –  Strategic consulting –  Operations –  Data management, cleaning and validation –  Communications –  AnalysisResults •  Significantly increased incremental revenue: year on year growth of over 50%, generating significant incremental revenue •  Increase in member participation. There has been a significant increase in member activity and program participation 8th FFP Loyalty Conference 2012