Защо най-добритесветовни програми залоялност използватавтоматизиранмаркетинг и как и виеможете да гонаправитеSofia Loyalty...
Which is the biggest reasonfor customers leaving you ?•Clique para editar os e–Segundo nível–Terceiro nível•Quarto nível–Q...
Indifferent examples from mylife• The bank - > only when they want something from me• The utility -> only when terms chang...
Our challenge and the next 25minutes>> why world class loyaltyprograms use marketingautomation and why you shouldtoo>> how...
Leave your business card tosign-up to get loyaltymarketing newsletters
Ask yourself;how many positiveinteractions does ittake to change anegativeperception orindifference?How manynegativeintera...
Measure the customerexperience andrefer individual feedback toyour database- Askquestions- Storesatisfactionscore onindivi...
Rate this presentation atwww.speakerscore.comFeedback code for thispresentation 8669at www.speakerscore.com
A few words about social &loyalty
Tips about social• Take an active part in theconversation– Open & honest– Transparent– Responsive• Leverage your social re...
World class marketers understandmovements in buyer behaviorchanges
Your audience exposed to 4-6.000 ad messages per day &times are changingOTS* highto get areactionNo sexon thefirst date*OT...
Short attention span, loads ofintrusion- how do you cut through theclutter?BrainfilterDo I knowyou?Do I needyou?Can I trus...
Uniquepassionateemotionalauthenticc - focusedinteractivemeaningful…How to get into the Mind Box?Addfrequencytothat, buddy!
The ultimate customerexperience– think automationClick to edit Master text stylesSecond levelThird level•Fourth level–Fift...
why world classloyalty programsuse “smart”marketingautomation andwhy you should toohow to ensurefrequent andrelevant
They want to remaininteresting tothe individual customercontinuouslyQuestion ishow do youremaininterestingto thecustomer?-...
They want to get away fromthisscenario (happens everyday)•Clique para editar os estilos–Segundo nível–Terceiro nível•Quart...
They want to divorce theirbrand fromthis pathetic stat
… and be part of this stat•Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nível
Create meaningful customersegments- try to spot the unprofitablecustomers &remember One Size Doesn’tFit AllThis 28% lost 2...
Marketing automation drivesROI•Marketingautomationdrives a14.5 percentincrease insalesproductivity•and a 12.2percentreduct...
Evensimplemarketingautomationbased onbehaviorwillincreasemarketing27
Simple marketing automation•Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nívelDay 1 Day 3
OTS = Opportunity toSeemust increase•Remember: people take longer time to make a decision•Higher frequency will not hurt y...
Quick Win examples basedon your industry•Appreciation <<<•Revenue generation•Increase customer experience•Lead generating•...
Let’s talkabout how toand what todo
DifferentiatedCommunication showscustomer care
Map the customer journey
Predict customers immediateneeds,future needs, quality of pastexperiencesClique para editar os estilos–Segundo nível–Terce...
Refine customer profiles andinvestsmartly in building the bestdatabase• A good database willincrease your competitiveadvan...
What is essential for you toknow about your targetaudience?Attitudinal data-Opinions-Preferences-Needs-DesiresInteraction ...
Match content and offers tostages –use persona’s if relevant toyour situation•Clique para editar os estilos–Segundo nível–...
See case study – integratedcampaignique para editar os estilosSegundo nívelTerceiro nível•Quarto nível–Quinto nívelSee the...
Smart loyalty marketersfocus onTHE NEXT TRANSACTIONThe rest focus onTHE LAST TRANSACTION
Rate this presentation atwww.speakerscore.comFeedback code for thispresentation 8669at www.speakerscore.com
Michael Leander is an internationalmarketing speaker.Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://ww...
See examples of these sensesapplied – get the case studies
What your audienceexpects
What your audienceexperience
Automate your inbound andoutbound marketing effortswherever it makes sense
Personalized with titleand name Targeted relevant offerImage and copy basedon life stage
•Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nível
So what is loyalty and howdoes itdeliver profits to you?• Reel Loyalty = Retention– Best managed through RFM• “Social” Loy...
How to work with profiling (B2Bexample)•Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nív...
Establish relationships andmanagethese relationships smartly
How do most people makebuying decisions?With logic With emotions
Buyers don’t make logical,rational buying decisions. Theymake emotional decisions and then justifythose decisions by ratio...
The ultimate customerexperience– think automationClick to edit Master text stylesSecond levelThird level•Fourth level–Fift...
derstand your customers and learnut their behavior
Michael leander
Michael leander
Michael leander
Michael leander
Michael leander
Michael leander
Michael leander
Michael leander
Michael leander
Michael leander
Upcoming SlideShare
Loading in …5
×

Michael leander

228 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
228
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Michael leander

  1. 1. Защо най-добритесветовни програми залоялност използватавтоматизиранмаркетинг и как и виеможете да гонаправитеSofia Loyalty Marketing ConfereМайкълЛеандер
  2. 2. Which is the biggest reasonfor customers leaving you ?•Clique para editar os e–Segundo nível–Terceiro nível•Quarto nível–Quinto nívelInfluencedby friendsTurnedaway byindifferenceAttractedbycompetition
  3. 3. Indifferent examples from mylife• The bank - > only when they want something from me• The utility -> only when terms change• The insurance -> only when trying to up/cross-sell me,but no alert on policy renewals• The airlines -> useless offers every week• The hotels -> even more useless offers weekly
  4. 4. Our challenge and the next 25minutes>> why world class loyaltyprograms use marketingautomation and why you shouldtoo>> how to ensure frequent andrelevant communication to yourmost valuable customers>> how to get a competitiveadvantage through a smarterapproach to social conversations
  5. 5. Leave your business card tosign-up to get loyaltymarketing newsletters
  6. 6. Ask yourself;how many positiveinteractions does ittake to change anegativeperception orindifference?How manynegativeinteractions toreverse theperception?
  7. 7. Measure the customerexperience andrefer individual feedback toyour database- Askquestions- Storesatisfactionscore onindividualcustomer- Use insegmentationTopTip
  8. 8. Rate this presentation atwww.speakerscore.comFeedback code for thispresentation 8669at www.speakerscore.com
  9. 9. A few words about social &loyalty
  10. 10. Tips about social• Take an active part in theconversation– Open & honest– Transparent– Responsive• Leverage your social reach to engageaudiences whom then in turn engageothers• Use reputation / influence scores todifferentiate VIP’s even if they arenot VIP customers yet
  11. 11. World class marketers understandmovements in buyer behaviorchanges
  12. 12. Your audience exposed to 4-6.000 ad messages per day &times are changingOTS* highto get areactionNo sexon thefirst date*OTS = Opportunity to seeReferral &recommendationLatencyincreaseincubationtimeGet more inspiration http://www.zeromomentoftruth.com
  13. 13. Short attention span, loads ofintrusion- how do you cut through theclutter?BrainfilterDo I knowyou?Do I needyou?Can I trustyou?MINDBOX
  14. 14. Uniquepassionateemotionalauthenticc - focusedinteractivemeaningful…How to get into the Mind Box?Addfrequencytothat, buddy!
  15. 15. The ultimate customerexperience– think automationClick to edit Master text stylesSecond levelThird level•Fourth level–Fifth levelAsk:How can I deliver a greatcustomer experiencewherever I interact with mycustomers?How can I utilize allcustomer touch pointsfor maximum benefit tome and my customers?How do I align that with myROMI and other objectives?
  16. 16. why world classloyalty programsuse “smart”marketingautomation andwhy you should toohow to ensurefrequent andrelevant
  17. 17. They want to remaininteresting tothe individual customercontinuouslyQuestion ishow do youremaininterestingto thecustomer?-Frequency-Relevancy-Value addDays since lastpurchase
  18. 18. They want to get away fromthisscenario (happens everyday)•Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nívelSASSUCKSMember for19 yearsWife, au pair &3 childrenTransactionvolume in excess of€ 250.000Average 8flightspr. monthwith StarAllianceSuper connectedStrong voice insocial spaceLast flight 10 days agLifetime: Another25 years
  19. 19. They want to divorce theirbrand fromthis pathetic stat
  20. 20. … and be part of this stat•Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nível
  21. 21. Create meaningful customersegments- try to spot the unprofitablecustomers &remember One Size Doesn’tFit AllThis 28% lost 22% ofthe bank’s profits!Bank Customers byProfitability79.67%24.82%15.83%1.52%-21.83%-40.00%-20.00%0.00%20.00%40.00%60.00%80.00%5% 11% 28% 28% 28%
  22. 22. Marketing automation drivesROI•Marketingautomationdrives a14.5 percentincrease insalesproductivity•and a 12.2percentreduction inmarketingoverhead
  23. 23. Evensimplemarketingautomationbased onbehaviorwillincreasemarketing27
  24. 24. Simple marketing automation•Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nívelDay 1 Day 3
  25. 25. OTS = Opportunity toSeemust increase•Remember: people take longer time to make a decision•Higher frequency will not hurt you as long as youare well established in the Mind-Box•In digital marketing, be sure to differentiate messagesbased on open, clicked, no action
  26. 26. Quick Win examples basedon your industry•Appreciation <<<•Revenue generation•Increase customer experience•Lead generating•Referral generation•Follow-up for increase conversion•Etc.Get the rest at theworkshop tomorrow
  27. 27. Let’s talkabout how toand what todo
  28. 28. DifferentiatedCommunication showscustomer care
  29. 29. Map the customer journey
  30. 30. Predict customers immediateneeds,future needs, quality of pastexperiencesClique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nível•The buying center DIO: decide, influence, obstruct•Map customer satisfaction and leverage RFM &loyalty scoring in your communication•Know where the friction is, know where/when newopportunities arise
  31. 31. Refine customer profiles andinvestsmartly in building the bestdatabase• A good database willincrease your competitiveadvantage• Permission marketingimplementation is a must• Continuouslyappending knowledgeto your customerprofiles sets winnersapart from losers• Relevancy, timing,precision targeting
  32. 32. What is essential for you toknow about your targetaudience?Attitudinal data-Opinions-Preferences-Needs-DesiresInteraction data- Offer/order-Click behavior online-Response behavior-Referral behaviorProfilingHistoric data•Orders•Transactions•Usage history•Payment history OrdersPersonal data•Attributes•Characteristics•Misc. info•(Geo)demographics
  33. 33. Match content and offers tostages –use persona’s if relevant toyour situation•Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nívelPrerequisites> Profileinsights> Content tomatch> Good database&marketingexecutionsystem> A clearobjective
  34. 34. See case study – integratedcampaignique para editar os estilosSegundo nívelTerceiro nível•Quarto nível–Quinto nívelSee the campaign case study her
  35. 35. Smart loyalty marketersfocus onTHE NEXT TRANSACTIONThe rest focus onTHE LAST TRANSACTION
  36. 36. Rate this presentation atwww.speakerscore.comFeedback code for thispresentation 8669at www.speakerscore.com
  37. 37. Michael Leander is an internationalmarketing speaker.Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.comQuestions, comments:send an email tomichael@michaelleander.me•Clique para editar os es–Segundo nível–Terceiro nível•Quarto nível–Quinto nível
  38. 38. See examples of these sensesapplied – get the case studies
  39. 39. What your audienceexpects
  40. 40. What your audienceexperience
  41. 41. Automate your inbound andoutbound marketing effortswherever it makes sense
  42. 42. Personalized with titleand name Targeted relevant offerImage and copy basedon life stage
  43. 43. •Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nível
  44. 44. So what is loyalty and howdoes itdeliver profits to you?• Reel Loyalty = Retention– Best managed through RFM• “Social” Loyalty = Sharing your message,which in turn may attract new customers• Refound/renewed Loyalty = Change ofperception and became satisfied & loyal again
  45. 45. How to work with profiling (B2Bexample)•Clique para editar os estilos–Segundo nível–Terceiro nível•Quarto nível–Quinto nívelBANT = Budget, Authority, Need, Timelinemember: No profiling results in very poor segmentation
  46. 46. Establish relationships andmanagethese relationships smartly
  47. 47. How do most people makebuying decisions?With logic With emotions
  48. 48. Buyers don’t make logical,rational buying decisions. Theymake emotional decisions and then justifythose decisions by rationalizing themafter the fact.70/30
  49. 49. The ultimate customerexperience– think automationClick to edit Master text stylesSecond levelThird level•Fourth level–Fifth levelAsk:How can I deliver a greatcustomer experiencewherever I interact with mycustomers?How can I utilize allcustomer touch pointsfor maximum benefit tome and my customers?How do I align that with myROMI and other objectives?
  50. 50. derstand your customers and learnut their behavior

×