LX + AI: The Four Letters That Will Super-Charge Your Loyalty Strategy in 2018

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Loyalty marketing is at an inflection point. What will replace our by boomers, for boomers models? Check out this webinar for the primary reason consumers disengage and how to keep them engaged with data insights an AI algorithms.

Data & Analytics

2Maritz Proprietary and Confidential © 2018
Your Presenters
Barry Kirk
VP, Loyalty Strategy
Maritz Motivation Solutions
Jesse Wolfersberger
Chief Data Officer
Maritz Motivation Solutions

3Maritz Proprietary and Confidential © 2018
Loyalty marketing
is at an
inflection point. What will replace our
“by boomers, for
boomers” models?

Loyalty “Program”
54% of all loyalty program memberships are inactive..
Colloquy 2017

41%
of consumers
have quit a
loyalty program
quit within the first 90 days40%
Maritz | Wise Marketer 2018 Loyalty Landscape

Maritz | Wise Marketer 2018 Loyalty Landscape

How did we
get here?
The Five Eras
of Marketing

9Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad

10Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad
Who won?

11Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad: Who won?

12Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad
The Buy

13Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad
The Buy: Who won?

14Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad
The Buy
The Bid

15Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad
The Buy
The Bid: Who won?

16Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad
The Buy
The Bid
The Feed

17Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad
The Buy
The Bid
The Feed: Who won?

18Maritz Proprietary and Confidential © 2018
The Five Eras of Marketing
The Ad
The Buy
The Bid
The Feed
The Experience

Loyalty “Experience”
LX is the CX of your best customers.

24Maritz Proprietary and Confidential © 2018
Who will win?

Peak
EmotionalReaction
Time/Interaction
Peak End
Peak-End Effect
Who will win: The Psychology Component

26Maritz Proprietary and Confidential © 2018
Who will win: The Data Component
Winners will be companies
who have the data
and actually use it
to help customers
before they even ask.

27Maritz Proprietary and Confidential © 2018
Each Era Was Sparked By a Data Innovation
The Experience
Audience Buying
Ratings & Demographics
Tracking
Focus Groups
A.I.
The Ad
The Buy
The Bid
The Feed

28Maritz Proprietary and Confidential © 2018
A Usable
Definition of AI
• Giving a machine a goal without having to tell it
explicitly how to accomplish it.
• The computer is considered “intelligent” because it
learns how to accomplish the task with just trial and error.

29Maritz Proprietary and Confidential © 2018
AI is not the future. It’s Now.

30Maritz Proprietary and Confidential © 2018
How Points Concierge™ Works
Account Data
Transaction Data
Redemption Data
Marketing Data
Supplemental Data

31Maritz Proprietary and Confidential © 2018
Results of Points Concierge™ for HSBC
70%Of redeemers did so in the
category the AI
recommended for them.
Engagement
with Program
Use of HSBC’s
Credit Card
Six Months After The Pilot

Tips for Your Own LX + AI Strategy
1. Cross-pollinate your data.
2. Involve your Analysts in your strategy.
3. Ground your LX on the notion that
“Consumers are human beings first.”
4. Ask yourself “How will this feel?”

“It’s like everything I like,
but nothing I’ve ever heard.”

Questions?
Maritz Proprietary and Confidential © 2018
@barrykirk
@jesseberger
www.maritzmotivation.com

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