Beyond Clienteling - Building Loyalty and Making it Pay
•
3 likes•869 views
How brands can move beyond clienteling and traditional loyalty programs to create true, whole brain loyalty.
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to Beyond Clienteling - Building Loyalty and Making it Pay
Similar to Beyond Clienteling - Building Loyalty and Making it Pay (20)
More from Thoughtworks
More from Thoughtworks (20)
Beyond Clienteling - Building Loyalty and Making it Pay
- 1. BEYOND CLIENTELING Building Loyalty and Making it Pay
- 3. Name Likes/Dislikes Contact Budget Family members Important dates Payment terms
- 5. GETTING LOYALTY RIGHT HOW TO SHAPE YOUR FUTURE WHERE DO WE GO WRONG?
- 6. 6 LOYALTY IS AN EMOTION
- 7. …SO WHY DO WE TREAT IT LIKE A TRANSACTION?
- 8. WE HAVE BECOME VICTIMS OF HISTORY AND HABIT 1700s COPPER TOKENS 1800s COUPONS 1930s - 70s TRADING STAMPS 1980s DEREGULATION 1990s DIGITIZATION 2000s MOBILE TOOLS
- 9. -1% revenue growth DONE WRONG = RISK MARGINS -10% lower EBITDA
- 11. GETTING LOYALTY RIGHT HOW TO SHAPE YOUR FUTURE WHERE DO WE GO WRONG?
- 14. “WHOLE BRAIN” LOYALTY TRUST HABITAFFINITY
- 15. CONSISTENCY BUILDS TRUST ANTICIPATETEST DELIVER RETEST REINFORCE DELIGHT
- 16. 16 30% of customers don’t trust retailers with their information
- 17. HOW DO YOU USE WHAT YOU KNOW ABOUT ME?
- 18. 18 TRANSPARENT
- 19. STITCH FIX
- 21. “WHOLE BRAIN” LOYALTY TRUST HABITAFFINITY
- 22. CONTEXTUAL
- 23. PLACE PURPOSE
- 24. CUSTOMERS EVALUATE PURCHASE RECOMMENDATIONS HOLISTICALLY Onsite Behavior Past Purchases Buying Signals Financial Preferences Style Preferences Shopping Objective Physical Attributes Vertical Knowledge
- 25. INSPIRE ENGAGE ADVISE/ ENABLE SUPPORT REINFORCE DISCOVER EXPLORE BUY EXPERIENCE SHARE shopper associate THE SALE IS ONLY PART OF THE RELATIONSHIP
- 26. EXPERIENCES BUILD AFFINITY Focused on tasks Focused on experiences FEW PROGRAMS CROSS THIS LINE MEANINGFUL PLEASURABLE CONVENIENT USABLE RELIABLE FUNCTIONAL
- 28. LOYALTY IS AN EMOTION A crowd is a tribe without a leader. A crowd is a tribe without communication. Most organisations spend their time marketing the crowd. Smart organisations assemble the tribe. SETH GODIN
- 31. “WHOLE BRAIN” LOYALTY HABITTRUST AFFINITY
- 32. MOST BUYING BEHAVIOR IS HABIT TRIGGER REWARD ACTION
- 33. Cue the right behavior at the right time NUDGE
- 34. Build on an existing habit Create a habit based on existing behavior Reduce effort between trigger and action 1 2 3
- 35. BUILD ON AN EXISTING HABIT
- 36. 36 CREATE A HABIT BASED ON BEHAVIOR
- 37. 37 REDUCE EFFORT BETWEEN TRIGGER AND ACTION
- 38. Insight Engage Anywhere/ Everywhere Respond at moment of impact Big Data Mobility Cloud Insight Engagement Responsiveness
- 39. GETTING LOYALTY RIGHT HOW TO SHAPE YOUR FUTURE WHERE DO WE GO WRONG?
- 40. CREATE THE PLATFORM FOR EXPERIMENTATION AND GROWTH Concept Ideas and prototypes Explore with customers Pilot Few segments/ sites Continue learning Scale up Refine and expand Manage capacity Rollout Loyal, free and paid Mainstream Evolve Becomes commodity Change the game
- 41. Customer Experience Organizational Capability DEVELOPING CONTINUOUS LOYALTY REQUIRES EXTERNAL AND INTERNAL FOCUS
- 42. ALIGNING THESE DIMENSIONS IS LIKE TETRIS Organizational CapabilitiesCustomer experience
- 43. Customer experience ALIGNING THESE DIMENSIONS IS LIKE TETRIS: STEP 1
- 44. DOUBLE DIAMOND Understand Define Explore Create FIND SOLVE
- 46. 46 FIND THE NEED
- 47. 47 75 HAMBURGERS A SECOND
- 50. DOUBLE DIAMOND Understand Define Explore Create FIND SOLVE
- 52. 52 BUILD - MEASURE - LEARN
- 53. 53 CONTINUITY
- 54. ALIGNING THE DIMENSIONS IS LIKE TETRIS Organizational Capabilities Organizational Design IT Customer Experience AND THERE ARE MORE THAN 2 PIECES
- 55. YOU NEVER KNOW WHAT MIGHT HIT YOU NEXT
- 56. 56 A KATA FOR EVERY PIECE
- 57. IMPROVEMENT KATA BY TOYOTA
- 58. Baking innovation into the mindset and culture of your brand and people Creating a capability that evolves with your customers over time
- 59. • Emotion trumps transaction. Functional benefits have become an expectation not a differentiator. • Trust-building is incremental. Delivery against expectations requires support of the whole value chain. • Loyalty is a matter of habit. Create patterns that encourage a specific action and build variable rewards. • Sustainable loyalty is built by design. Leaders in loyalty design experiences and platforms for continuous innovation. TAKE-AWAYS