Meeting Customers: from data to cultural insights

1. Meeting customers
A behavioral approach

2. PERFIL DE CLIENTES || trocadores - coalizão
Context funnel
innactives
sleepers
newbies
collectors
exchangers
engaged
fans

3. SANDRATEREZA
VITOR
ZENILDA ROSAMARINA
MÔNICA
VARLEY
BARBARA JANAÍNAMARIA

4. VITOR
psychologist, 29 years old

5. ZENILDA
retired teacher, 79 years old

6. TEREZA
nursing assistant, 62 years old

7. VITOR LUIZA VANILDAOTYSANDRAJANAÍNA NICOLLE ROSAMARINA VARLEYPAULO
MÔNICAZENILDA DIOGORONIELUIZ RAQUEL DAIANETEREZA BARBARA MARIA

8. • Lack of knowledge abou loyalty
• Low coalition rates
• Passivity on earning and redeeming points
• Difficulty solving problems, such as password recovery
• Few redeems, mostly associated with gift cards
• Strong bod with supermarkets
• Low digital interaction
• Offline communication channels: Branches, newspapers,
brochures
• Distrust and insecurity
Green profile

9. engagement level
knowledge level
earning
speed
exchange
amount
coalition
level
value
perception
partner
dependency
earning
strategies
accellerators
usage
digital
interaction
relationship with loyalty
programs
"To be honest, I used Dotz once and got $50 in my purchases,
which was great, but lately I'm not even able to use it because the
password they gave me is invalid. These days I was tight on
budget, needing money to complete my expenses, I went to use
Dotz and it gave me an invalid password. Now I have 4000 points
and I can not use it. Imagine the shame, trying to pay something
and not being able to?
Zenilda, 79 years old
Green profile
• Any kind of friction disrupts engagement;
• Need be more explanatory / didactic;
• POS is a focus for information, earning and exchanging points;
• Stimuli for remembrance of Dotz are needed;

10. Card represents bond and
security
Although almost all participants have
already been informed that the card is no
longer needed, it not only remains stored,
as it is loaded in the wallet, as a
guarantee of link with the program.
The card works as a kind of key, a code
to access the program if something does
not go as expected. Without it, people
feel insecure when it comes to
exchanging and collecting their points.
More than half of the participants still store their
cards believing it may become necessary again.

11. Communication has to go
beyond “earning" and
“exchanging“
If, on the one hand, the participants do
not engage with the content sent, on the
other, they complain about the lack of
content and information. Many do not
know exactly how, where and when they
accumulate their points and have doubts
when it comes to redeeming.
Others complain about the difficulty in
checking basic information, such as
account balance. Although this
information is communicated, it is often
lost in promotional material.