In today’s competitive landscape, companies can’t afford to lose a single customer. Marketers know that customer loyalty is fragile, with 71% of customers saying that a bad experience will cause them to stop doing business with a company.  In fact, according to Gartner, poor customer experience is the biggest barrier for success for over 75% of companies in 2020. Are you prepared to overcome this barrier? Do you have the tools necessary to engage your customers and prospects at their moment of need… anywhere, anytime? How can you make this happen? Join us in this webinar for a discussion with Kaspar Roos, CEO of Aspire, and Camilla Cramner, CEO of LoyaltyFactory to: - Discuss the most important trends and technologies marketers should be using in digital communications and customer experience - See why marketers and digital agencies need to utilize a variety of digital channels to help them differentiate in competitive markets and engage their customers the way they want to be engaged - Find out how organizations can increase customer loyalty and deploy new digital technologies to meet customers at their moments of need

2. Customer Experience - Trends and Barriers
How to build a Customer Loyalty Strategy
Discussion and QA
Overview

3. •
•
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5. Customer Experiences drive Customer Loyalty
5
Customer loyalty needs constant attention
Channel Friction
Repeat Contacts
Irrelevant or repeat
information
Product complexity
Bad service
Long waiting times
Relevant communications
Timely delivery
Instant responses
Good service
Strong features / quality
Vendor/seller experience
Happy Customers Frustrated Customers

6. CX and omnichannel are top priorities in 2020
Most businesses have started their digital transformation
6
22.3%
32.2%
45.3%
49.0%
61.3%
0% 20% 40% 60% 80%
Mobile engagement
Single customer view
Digital transformation
Omni-channel communications
Customer experience
Top 5 Corporate Priorities 2020
Source: Aspire, The State of CCM-to-CXM Transformation, 2019
N = 512 enterprises (worldwide)
49% of businesses are investing in
omnichannel communications
to increase customer experience
(CX) and realize higher business
growth

7. Customer Experience
Perception that customers have about your brand
Acceptable
Zone of
Tolerance
Zone of
Tolerance
Delight
Despair
Interaction Perception Loyalty Levels
Advocate
Engaged
Indifferent

8. Customer Experience
8
Perception that customers have about your brand
Acceptable
Zone of
Tolerance
Zone of
Tolerance
Delight
Despair
Interaction Perception Loyalty Levels
Advocate
Engaged
Indifferent
33% of Americans say they’ll consider
switching companies after just a
single instance of poor service
Source: American Express (2017)
80% of consumers point to speed,
convenience, knowledgeable help, and
friendly service as the most important
elements of positive customer
experience
Source: PWC (2018)
86% of buyers are willing to pay more
for a great customer experience
Source: PWC (2020)

9. Communications Are More Important Than Ever!
9
But realizing omni-channel communications is complex and difficult
Source: Aspire, The State of CCM-to-CXM Transformation, 2019
60%
7%
0%
10%
20%
30%
40%
50%
60%
70%
Strategy in place Ability to execute
Omni-channel Disconnect
Mostenterprises have an
omnichannel communications strategy
in place, but cannot successfully
execute it…

10. Top Barriers
10
The list of barriers is long... But technology is evolving
• Organizational siloes
• Old IT systems
• Culture
• Skills
• Unclear ownership
Modern, cloud
technology
Empowering marketers
and CX professionals to
”own” communications

11. How to increase CX with your communications
11
Based on Forrester’s three E’s for better customer experience
Ease Effectiveness Empathy
• Remove jargon or
complexities from
communications
• Make it easy to interact
• Reach customers in their
preferred channels
• Send interactive and
personalized
communications
• Be able to interact in real-
time
• Be relevant: only send
communications that matter
to the recipient
• Use the right tone of voice
• Show emotion / empathy
when the message is tough
• Be transparent

12. CX technologies companies plan to invest in
12
Personalized videos and chatbots are great tactical solutions to improve CX
17.4%
25.6%
26.4%
26.8%
29.5%
31.4%
33.2%
34.4%
34.4%
34.8%
39.3%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Print
Text / SMS
Web or mobile website
Email
Mobile Messaging - Whatsapp, Facebook Messenger
Internet of Things (IOT) devices, such as wearables
Interactive Voice Response (IVR) telephone systems
Chatbots
Mobile push or in-app messaging
Personalized videos (unique for each recipient)
Intelligence virtual assistants (IVA), such as Amazon Echo
Not used, but plannedN = 512
Source: Aspire, The State of CCM-to-CXM Transformation, 2019

13. Personalized Videos Great Tool For Better CX
Case study from Geoffrey Insurance – mid-size UK insurance company
13
Empathy Ease Effectiveness

14. Impact of COVID-19
14
Industries are transforming in real-time
• Consumers attitudes, behaviors and purchasing habits are
changing
• Accelerated adoption of digital
• Shift to more local sourcing
• Stronger need for transparency in a time of fake news and
misinformation
• Enterprises responding by deploying digital communications
to deflect inbound customer volume away from call centers

17. Strategic Framework for CX leaders
Why, What, How?
How to maximize customer loyalty in a digital world?

18. Customer Value management – on the customer’s terms
Right CUSTOMERS! Right RELATIONSHIPS! Right RETENTION!
Attract new customers Develop Retain
Maximize
CLV
NPS
WHY
”The right message to the right customer at the
right time in the right channel”

19. Customer lifetime value (CLV) as a core KPI
We want customers to
• Stay longer (retention/churn)
• Buy more (cross and up-sell)
• Recommend us (NPS)
Ensure Emotional and Behavioral loyalty

20. Strategy & technology - four pillars WHAT

21. Customer value segmentation & strategy
ROYALS
LOYALS• Know your best customers!
• Differentiated value proposition
• Measure KPIs per tier
• Invest in CX and Loyalty marketing with
top segment!
Recommended reading: Gartner’s framework for value segmentation
Focus your CX investment on your Royals and Loyals-
operationalize the 80/20 rule

22. Customer lifecycle & Customer journeys
LoyaltyNew Retain Regain
First 100 days Ongoing At risk Nice ending & Winback
Confirm choice,
activate
Engage, Service,
Cross-up sell
Proactive &
Reactive Retention
Root cause churn, nice
Ending, winback
CLV
identify growth potential, pain points
engage over time, automate

23. Omnichannel communications and personalized customer experiences
What is the best
message for any
customer at any given
moment?
INTERACTIVE
PROACTIVE
Web
MyPages
Social
media
Invoice
Contact
Center
Store
eDM
DM/TM
Video
Single view
of the customer
For 1:1
Your Channels for 1:1? The future is Digilogue!

24. Telco Example: Omnichannel communications
Customer A Customer B
Always on/recommendations call center
Always on/recommendations Web
52 week communication flow
New, Loyalty, Retain, Regain
trigger based, automated, real-time

25. Review capabilities from data to impact
Know the customer Reach the customer Deliver the experience
1
Data Mgmt
Closed loop
6
Measure
$
4
Tactics
Retain
Execution
5
Segmentation &
Analytics
2
Strategy
3
NPS
New Way of Working
How
Fully automated process

26. Strategy & technology - four pillars WHAT
Remember

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29. Kaspar Roos
Founder & CEO
kaspar.roos@aspireccs.com
Camilla Cramner
Founder & CEO
camilla.cramner@loyaltyfactory.se
Gerhard Heide
Global Market Strategy
Director
gerhard.heide@pb.com