How do you encourage customers to repeatedly choose your brand in the face of alternatives? This is the question we posed at our executive retail breakfast series in London, Manchester and Hamburg this month.
Digital Disruption = Change = Transformation, Business Transformation. If your customers, Find, Try, Buy and Consume, Cloud Services differently, shouldn't you be selling them differently? 5 Steps to Accelerating Adoption of Your Cloud Services
5 Steps to exceptional growth. Sell business outcomes not technology. Change is difficult, but not changing is fatal. Change before you have to change.
Adapt or Die. The end of shadow IT. How to leverage Cloud based solutions, applications and tools to provide work environments that engage and inspire Gen Y and tomorrow's Gen C (always Connected users). Give your employees the digital experience they desire and they will do remarkable work in exchange. The CIO's new mindset to deliver the digital workplace: Hybrid thinking, AppStore thinking and Outcomes-based thinking.
Digital Disruption = Change = Transformation, Business Transformation. If your customers, Find, Try, Buy and Consume, Cloud Services differently, shouldn't you be selling them differently? 5 Steps to Accelerating Adoption of Your Cloud Services
5 Steps to exceptional growth. Sell business outcomes not technology. Change is difficult, but not changing is fatal. Change before you have to change.
Adapt or Die. The end of shadow IT. How to leverage Cloud based solutions, applications and tools to provide work environments that engage and inspire Gen Y and tomorrow's Gen C (always Connected users). Give your employees the digital experience they desire and they will do remarkable work in exchange. The CIO's new mindset to deliver the digital workplace: Hybrid thinking, AppStore thinking and Outcomes-based thinking.
How do you ensure growth is good growth? How do you build a durable business that can withstand the challenges that come up? Tolithia Kornweibel, CRO (previously CMO) of Gusto, discusses a CMO-CRO working model that works for long-term, durable growth.
In the vacation rental industry, creating and maintaining business processes can be overwhelming. Is there value? Where is the ROI? Is it worth the time investment?
In my talk originally given at LiveRez Partner Conference 2017, I walk property managers through the why's and how's of business process creation, usage and maintenance as well as how to setup their own cloud-bases repository to unleash their processes true power and potential in the company.
The 8 Things Everyone Should Know About Startup FundingWilly Braun
Startup funding is not intuitive: you invest large amounts of money in companies that have proven very little, with a really high rate of failure.
At first glance, it is even total nonsense financially speaking: you put money in companies that have no profit AND don’t plan to pay dividends before *long* (hello Amazon) while not being liquid either (you can’t sell the stocks easily since they are not publicly listed).
So it is very normal that this topic raises questions. Our goal here is to share the underlying lessons and assumptions of VC when they look at a startup.
Bringing Emotion to B2B Content [webinar]John Miller
If your organization creates competent, intelligent, on-strategy content … you’re probably not getting anywhere. That’s because your competitors are almost certainly doing exactly the same thing! Content creation is too hard to just be stuck in the middle of the pack. The goal is to break free and stand out from the crowd. So how can we do that? Emotion.
Yes, even for B2B companies.
This webinar presentation covers:
*The science behind emotional content
*How to create emotion when you’re selling widgets
*The role of UX in creating emotion
*Which emotions are right for your business?
*Examples of emotional B2B content
From SendGrid to DigitalOcean: Hacks for Founders of High-Growth Startups wit...saastr
All high-growth startups reach a point in scaling their business when their processes and operations start to inhibit their growth. From SendGrid to DigitalOcean, Yancey Spruill is the person these startups brought in when they were ready to graduate to the big leagues. In his presentation, Yancey will discuss the most common mistakes startup founders make and how to overcome hurdles at different stages of growth.
Scaling from $1M to $500M: 5 Strategies to Drive Your Next Wave of Growth - K...Traction Conf
Karen Peacock, COO of Intercom, one of the fastest growing software companies of all time, has led businesses of all sizes through massive growth. She will share her top 5 lessons learned in building and scaling businesses from $1M to $500M in recurring revenue, including expanding to serve upmarket customers, moving from product to platform, and how to hire well to drive breakthrough customer experiences and business growth.
9 Steps to Repeatable, Scalable, & Profitable GrowthDavid Skok
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
How to survive (and thrive) in the Feedback Economy - Leela Srinivasan, Surve...Traction Conf
We are in the middle of a massive shift from the Information Economy of the early 2000s to the Feedback Economy of the future. In this hyperconnected landscape, anything that can be known will be known―and if you’re not listening, you can be sure your competitors and potential customers are. Amid this shift, the businesses that embrace feedback will win. In this session, SurveyMonkey CMO Leela Srinivasan will outline seven tips for driving business impact through customer feedback, leveraging the only two sources of true competitive advantage that exist in the Feedback Economy: The ability to learn more about your customers faster than the competition, and the ability to turn that learning into action faster than the competition. Expect real-world examples from businesses that are listening and taking action on a daily basis.
Keynote at ASAE Technology Conference, December 14, 2010 in Washington DC.
"Be Open, Be Transparent, Be Authentic" are the current leadership mantras – but organizations often push back. Traditionally business is conducted on the basis of control and yet the new world order demands openness. In this session, Charlene Li will examine how to tap into the power of the social technology revolution and use social media to be "open" while maintaining control. Ms. Li will share illustrative examples and case studies from a wide range of industries and countries, of how to bring the precision of this new ‘openness" to both inside and outside your organization.
As Li explains, openness requires more — not less — rigor and effort than being in control. Hear how to determine your organization’s open strategy, weigh the benefits against the risk, and have a clear understanding of the implications of being open. Walk away with guidelines, policies, and procedures that successful companies have implemented to manage openness and ensure that business objectives are at the center of their openness strategy. By embracing social media, you can transform your organizations to become more effective, decisive, and ultimately more profitable in this new era of openness in the marketplace.
Charlene Li is the co-author of the bestseller Groundswell, author of the new book Open Leadership, and Founder of Altimeter Group, a strategy firm that provides clients with a pragmatic approach to using new technologies.
Bozeman Internet Marketing - Seo Tips From Brian Metzgerproducts101
http://www.market2bozeman.com Discover what is working for internet marketing gurus and how Bozeman Businesses can use it in their internet marketing efforts. Going beyond website design, Brian explores three key strategies that make for a solid marketing plan.
UnMarketing at T-Mobile: How the Uncarrier Does Agile Marketing – Peter Franc...GrowCommerce
By Peter Francis - Vice President Digital Growth & Acquisition, T-Mobile; Jim Ewel, Interim CMO, Peel The Layers. Given at GrowCommerce Digital Marketing Customer Acquisition Conference - 20 Jul 2017, New York City.
Growing Loyalty Beyond Traditional Reward ProgramsThoughtworks
Whether you’re a retailer, a bank, or a travel business, everyone is looking for ways to create a deeper sense of connection with customers and gain their loyalty.
Somewhere through history we lost our way. Instead of building real loyalty, we became trapped by reward programs founded on the exchange of tokens for transactions. We’ve invested significant time, money, and energy in programs that are increasingly homogeneous and non-differentiating in the eyes of consumers.
In this presentation Dianne Inniss, a retail customer experience and strategy leader, provides practical advice for how to move brands towards a differentiated future built on real customer loyalty.
Ash Mauray of LeanStack at BoS USA 2016.
See all talks here: http://businessofsoftware.org/2016/07/all-talks-from-business-of-software-conferences-in-one-place-saas-software-talks/
How do you ensure growth is good growth? How do you build a durable business that can withstand the challenges that come up? Tolithia Kornweibel, CRO (previously CMO) of Gusto, discusses a CMO-CRO working model that works for long-term, durable growth.
In the vacation rental industry, creating and maintaining business processes can be overwhelming. Is there value? Where is the ROI? Is it worth the time investment?
In my talk originally given at LiveRez Partner Conference 2017, I walk property managers through the why's and how's of business process creation, usage and maintenance as well as how to setup their own cloud-bases repository to unleash their processes true power and potential in the company.
The 8 Things Everyone Should Know About Startup FundingWilly Braun
Startup funding is not intuitive: you invest large amounts of money in companies that have proven very little, with a really high rate of failure.
At first glance, it is even total nonsense financially speaking: you put money in companies that have no profit AND don’t plan to pay dividends before *long* (hello Amazon) while not being liquid either (you can’t sell the stocks easily since they are not publicly listed).
So it is very normal that this topic raises questions. Our goal here is to share the underlying lessons and assumptions of VC when they look at a startup.
Bringing Emotion to B2B Content [webinar]John Miller
If your organization creates competent, intelligent, on-strategy content … you’re probably not getting anywhere. That’s because your competitors are almost certainly doing exactly the same thing! Content creation is too hard to just be stuck in the middle of the pack. The goal is to break free and stand out from the crowd. So how can we do that? Emotion.
Yes, even for B2B companies.
This webinar presentation covers:
*The science behind emotional content
*How to create emotion when you’re selling widgets
*The role of UX in creating emotion
*Which emotions are right for your business?
*Examples of emotional B2B content
From SendGrid to DigitalOcean: Hacks for Founders of High-Growth Startups wit...saastr
All high-growth startups reach a point in scaling their business when their processes and operations start to inhibit their growth. From SendGrid to DigitalOcean, Yancey Spruill is the person these startups brought in when they were ready to graduate to the big leagues. In his presentation, Yancey will discuss the most common mistakes startup founders make and how to overcome hurdles at different stages of growth.
Scaling from $1M to $500M: 5 Strategies to Drive Your Next Wave of Growth - K...Traction Conf
Karen Peacock, COO of Intercom, one of the fastest growing software companies of all time, has led businesses of all sizes through massive growth. She will share her top 5 lessons learned in building and scaling businesses from $1M to $500M in recurring revenue, including expanding to serve upmarket customers, moving from product to platform, and how to hire well to drive breakthrough customer experiences and business growth.
9 Steps to Repeatable, Scalable, & Profitable GrowthDavid Skok
In this slide deck, David Skok talks through his 9 step process for B2B startups to get through product/market fit, and to then find a repeatable, scalable, and profitable growth process.
In David's experience some of the most fatal and expensive mistakes founders make is trying to skip steps. Understanding this roadmap will save you countless hours and potentially millions of wasted dollars.
How to survive (and thrive) in the Feedback Economy - Leela Srinivasan, Surve...Traction Conf
We are in the middle of a massive shift from the Information Economy of the early 2000s to the Feedback Economy of the future. In this hyperconnected landscape, anything that can be known will be known―and if you’re not listening, you can be sure your competitors and potential customers are. Amid this shift, the businesses that embrace feedback will win. In this session, SurveyMonkey CMO Leela Srinivasan will outline seven tips for driving business impact through customer feedback, leveraging the only two sources of true competitive advantage that exist in the Feedback Economy: The ability to learn more about your customers faster than the competition, and the ability to turn that learning into action faster than the competition. Expect real-world examples from businesses that are listening and taking action on a daily basis.
Keynote at ASAE Technology Conference, December 14, 2010 in Washington DC.
"Be Open, Be Transparent, Be Authentic" are the current leadership mantras – but organizations often push back. Traditionally business is conducted on the basis of control and yet the new world order demands openness. In this session, Charlene Li will examine how to tap into the power of the social technology revolution and use social media to be "open" while maintaining control. Ms. Li will share illustrative examples and case studies from a wide range of industries and countries, of how to bring the precision of this new ‘openness" to both inside and outside your organization.
As Li explains, openness requires more — not less — rigor and effort than being in control. Hear how to determine your organization’s open strategy, weigh the benefits against the risk, and have a clear understanding of the implications of being open. Walk away with guidelines, policies, and procedures that successful companies have implemented to manage openness and ensure that business objectives are at the center of their openness strategy. By embracing social media, you can transform your organizations to become more effective, decisive, and ultimately more profitable in this new era of openness in the marketplace.
Charlene Li is the co-author of the bestseller Groundswell, author of the new book Open Leadership, and Founder of Altimeter Group, a strategy firm that provides clients with a pragmatic approach to using new technologies.
Bozeman Internet Marketing - Seo Tips From Brian Metzgerproducts101
http://www.market2bozeman.com Discover what is working for internet marketing gurus and how Bozeman Businesses can use it in their internet marketing efforts. Going beyond website design, Brian explores three key strategies that make for a solid marketing plan.
UnMarketing at T-Mobile: How the Uncarrier Does Agile Marketing – Peter Franc...GrowCommerce
By Peter Francis - Vice President Digital Growth & Acquisition, T-Mobile; Jim Ewel, Interim CMO, Peel The Layers. Given at GrowCommerce Digital Marketing Customer Acquisition Conference - 20 Jul 2017, New York City.
Growing Loyalty Beyond Traditional Reward ProgramsThoughtworks
Whether you’re a retailer, a bank, or a travel business, everyone is looking for ways to create a deeper sense of connection with customers and gain their loyalty.
Somewhere through history we lost our way. Instead of building real loyalty, we became trapped by reward programs founded on the exchange of tokens for transactions. We’ve invested significant time, money, and energy in programs that are increasingly homogeneous and non-differentiating in the eyes of consumers.
In this presentation Dianne Inniss, a retail customer experience and strategy leader, provides practical advice for how to move brands towards a differentiated future built on real customer loyalty.
Ash Mauray of LeanStack at BoS USA 2016.
See all talks here: http://businessofsoftware.org/2016/07/all-talks-from-business-of-software-conferences-in-one-place-saas-software-talks/
Co-Author of the book, Rockstar Entrepreneur, Ben Littlefield and Laura Capes hold a bootcamp style seminar to help entrepreneurs - new and veteran alike - get on track and learn the tools of modern entrepreneurial warfare...
Customer Zoom: Value Stream Discovery and Market SegmentationBrant Cooper
How to discover your market segment and learn to provide value. 7 stages your customer goes through from becoming Aware to Passionate. Create hypotheses and test assumptions.
Zuora CEO, Tien Tzuo, kicks off Subscribed 2015 with a powerful keynote addressing the global impact Subscriptions are making on businesses, consumers and technology. He sites leaders in the industry as Disruptors (Box), Mavericks (Xplornet), Change-Agents (Fairfax Media), and Reinventors (Adobe). And lastly, a focus on the Industry that is the poster-child for digital transformation, IoT.
Customer, market and business validation for early-stage startupsJeff McClelland
A collection of tips on how to go about validating your offer to customers, choose a market, and scope a business. Touches on JTBD, lean startup, business model canvas. Also a brief case study on TransferWise and the keys to it's success.
The second Service Matters' Ideas Lab was more than just a conference for senior housing leaders. It provided an opportunity to create ideas and network with fellow innovators. Whether you were there for thought-provoking debate, workshops or discussions, the Service Matters' Ideas Lab provided the perfect platform to generate innovative solutions for your business.
Presented by Richard Brooks at the ALC conference in Las Vegas NV. Explores the realtionship/importance of strategic sales management, marketing and key account management. Moves on to present models around the life-time value of clients to an organisation and how this changes as firms develop.
Improve B2B Close Rates with this Sales TechniqueTrefis
Companies spend hundreds of millions of dollars a year to generate qualified leads for Sales. Sales reps spend countless hours developing those leads to become paying customers. Yet the vast majority of qualified leads never close.
What's more important than closing the sale?
In this webinar you'll learn
-The key reason why sales don't close
-One essential way to close more sales and do that faster
-Specific steps you can take to improve immediately
Trefis is a Boston-based technology company that helps senior leaders and their teams who make decisions of consequence. Trefis technology transforms complex, static analyses-such as Excel-based data models-into easy-to-use, visual interactive experiences that let you develop "what-if" scenarios, assess the risk and reward of any decision, and engage stakeholders in meaningful discussions on the assumptions that matter most.
Customer Retention ensures that whenever you move one step forward , you do not move 2 step backwards in Sales. How do you retain old customers specially on account of price and quality is one of the key deliverables of this presentation.
Getting Unstuck: Overcoming Barriers to Revenue GrowthStephanie Fox
Need to get B2B recurring revenue growth back on track? Sales enablement and ops expert Stephen Hallowell outlines steps to follow now, and BizOps geek Alex Laats describes how account lifecycle management can help.
An insightful and simple introduction to Dave McClure's Startup Metrics for Pirates (AARRR).
An overall perspective on the importance of measurements and optimization for startups.
@rafaeldahis
Describes the steps required to build a Sales and Marketing Machine that is predictable, scalable, automated, well instrumented, and cost efficient.
This was a presentation that I gave at the Lean Startup Circle in Boston on March 24th, 2011.
Similar to Continuous loyalty - From Transactions to Interactions (20)
Design System as a Product - Maria Elena Duenias, Esther Butcher
Design systems are a great example where web development and design meet. You can find innumerable resources on the internet, books and conferences on how to build them, and how they are exactly what your organization needs. But, building one requires a lot more than following a recipe. In this talk we are going to discuss how to build a design system as an internal product, and how it evolves to become what the users need.
Designers, Developers and Dogs: Finding the magic balance between product and tech - Charlotte Vorbeck, ShareNow and Sahil Bajaj
How can an agile delivery team become a successful product team? When does collaboration between product and tech succeed and when not? Why do people in some teams inspire each other while others in the same environment don't speak the same language? In this talk we want to share our learnings and experiences from rebuilding an internal tool for customer support at ShareNow. What could have been just another boring rewrite surprisingly became one of our best experiences in collaboration. We will look at how a joint discovery phase helped us to come up with a shared vision, how a better team setup enabled us to do the necessary work, how focusing on the customer kept us aligned during our journey, and also how we built upon existing collaborative techniques to achieve this new level of cooperation and trust.
During this presentation, Ward Coessens, ThoughtWorks' Consultant will share best practice insights from the Daimler partnership, helping the automotive group on their cloud innovation journey.
How to create more business impact with flexible teams - Jan Hegewald, Zalando & Rebekka Beels, Zalando
Usually, Software Engineering teams are organized around a fixed set of components which they develop further and maintain. Such component teams gain a high level of expert knowledge about their services. However, with agile product development, it often is difficult to implement the most important initiatives with such teams. This leads to a situation where the teams do not work on the most relevant business topics but on those for the respective team. At Zalando, we introduced a new model where we shape teams flexibly around business goals to create the highest impact. How we organize these teams and which challenges especially for the software quality need to be addressed, will be explored in this talk.
Amazon’s Culture of Innovation & The Working Backwards session
Working Backwards; leading organisations achieve growth by marrying customer-obsession with a modern technology strategy. Where do you begin? By focusing on the customer.
During this webinar, Amazon will discuss key innovation principles which have been instrumental in their continued success and their Working Backwards approach.
Dual-Track Agile for Discovery & Development - Adriana Katrandzhieva
The talk will focus on one of the ways teams can ensure continuous delivery and design in their projects. The so-called ‘Dual-track’ model shows the parallel tracks of discovery and development throughout the product design and delivery process. These continually feedback into each other informing new hypothesis that can be tested in order to be proven/disproven. This model is not always easy to implement out of the box and so I will share my own experiences in applying it in practice - what worked, what didn't and how the model can be adjusted to fit different teams and organisational environments.
Designing the Developer Experience - Tanja Bach, Jacob Bo Tiedemann
Working with software that some other people have built, is not only daily business for private and business users but also for developers. Just like any other product, a product for developers needs to solve their problems and focus on the right jobs-to-be-done in order to be successfully adopted by the developer community. In this talk, we will explain why the developer experience matters not only to developers but also to the business. We will share our learnings and real-world examples of how we created a developer experience for a cloud infrastructure product and an IoT platform that the developers love.
When we design together - Sabrina Mach, Ammara Gafoor and James Emmott
From three distinct perspectives, this talk will contend that design is an activity undertaken by everyone in a software development team. It occurs throughout the process of delivery — not only at the beginning or the end — and it is a powerful instrument for learning about and adapting to the problems our work seeks to solve, which is a shared responsibility. Making the best use of our multidisciplinary expertise in the activity of design requires forms of collaboration that are too often disrupted by the role-based silos that keep us separated and weaken the valuable contribution our diverse approaches could make to our collective efforts. If you care about accelerating time to market, improving customer experience, or building happy and productive teams, you will want to know why and how it matters that we believe ‘design is in everything that we do’.
Hardware is hard(er): designing for distributed user experiences in IoT - Claire Rowland, www.clairerowland.com
Designing connected devices and hardware-enabled services is significantly more complex than pure software. There are more devices on which code can run, connectivity and data sharing patterns to consider, and often multiple and varied touchpoints for users to interact with. Pulling this all together into a coherent experience involves strong collaboration between design and engineering, and a systems thinking approach to UX. In this talk, we’ll introduce what designers need to know about the tech, what engineers need to know about UX for IoT, and how to facilitate the whole-collaboration needed to create great products.
www.clairerowland.com
Customer-centric innovation enabled by cloudThoughtworks
Working Backwards - Leading organisations achieve growth by marrying customer-obsession with a modern technology strategy. In this upcoming webinar, we’ve partnered with AWS to bring you exclusive insights from one of the world’s most innovative companies, Amazon.
Working Backwards - Leading organisations achieve growth by marrying customer-obsession with a modern technology strategy. In this upcoming webinar, we’ve partnered with AWS to bring you exclusive insights from one of the world’s most innovative companies, Amazon.
Find out how to validate hypotheses quickly using feedback that comes from a (large enough) number of actual users interacting with your product. In this talk, we will show you the technical foundations, research techniques and organisational setup that we have used successfully on large-scale products. These will save you development time, enable you to go live with confidence, make decisions based on real behaviour instead of best guesses, and solve the actual problems your users are facing.
As a tech leader at ThoughtWorks, a large part of my job involves recommending practices to our clients so they can build and deliver good quality software faster. In doing so repeatedly for many clients I have created a toolkit that contains practical advice from being on the ground. This is what we do, we know it works. When Julius Caesar entered Rome with his army by crossing the river Rubicon, he did something that couldn’t be undone ever again. In your journey as a leader, avoid mistakes that are difficult to correct later. Here are a set of practices that you want to adopt as soon as possible.
Handling error conditions is a core part of the software we write. However, we often treat it as a second class citizen, obscuring our intent through abuse of null values and exceptions that make our code hard to understand and maintain. In the functional programming community, it is common to use datatypes such as Option, Either or Validated to make our intentions explicit when dealing with errors. We can leverage the compiler to verify that we are handling them instead of hoping for the best at runtime. This results in code that is clearer, without hidden path flows. We’ll show how we have been doing this in Kotlin, with the help of the Arrow library.
Mutation testing in software development surfaced in academia during the 70's and has recently seen a resurgence in popularity as a legitimate tool in your testing arsenal. In this session we review the conventional testing pyramid, modern approaches to testing software and look at how mutation testing can help fill in those blind spots.
The continued adoption of containers for deployments has introduced a new path for security issues. In this talk, we will cover the most common areas of vulnerabilities, the challenges in securing your containers, some good practices to help overcome these issues and how to run container security scanning as part of your deployment pipeline.
Mainframes handle 30 billion business transactions each day and 87% of all credit card transactions*, they are not traditionally associated with flexible, fail-fast development approaches. Can we bring the practices of agile, CI/CD and fully automated deployments to applications running on a mainframe? During our talk, we'll tell you a story about test automation; redefining the smallest testable unit of a program. And we'll discuss our learnings from introducing continuous integration and agile practices to the world of insurance and mainframes.
*9 Mainframe statistics that may surprise you
ThoughtWorks' Lucy Kurian, James Lewis & Kief Morris discuss tech trends in our latest Technology Radar, covering techniques, platforms, tools, languages and frameworks.
4. WE HAVE BECOME VICTIMS OF HISTORY AND HABIT
1700s
COPPER TOKENS
1800s
COUPONS
1930s - 70s
TRADING STAMPS
1980s
DEREGULATION
1990s
DIGITIZATION
2000s
MOBILE
TOOLS
11. EXPERIENCES BUILD AFFINITY
Focused
on tasks
Focused on
experiences
FEW PROGRAMS
CROSS THIS LINE
MEANINGFUL
PLEASURABLE
CONVENIENT
USABLE
RELIABLE
FUNCTIONAL
26. 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
32. Standard, static
program
Long cycles,
then relaunch
BEYOND “ONE AND DONE” PROGRAMS
Traditional Approach
IDEA
STREAMS
INNOVATION
CAPABILITY
BUILD, TEST &
LEARN
GO
STOP
PIVOT
Continuous Loyalty
33. 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
51. THE PATH TO CONTINUOUS LOYALTY
Baking innovation
into the mindset
and culture of your
brand and people
Creating a
capability that
evolves with your
customers over
time
ITERATE
52. • Not all customers are created equal. Avoid over-
investing by being all things to all people
• Value is variable. Customers value more than money.
Successful programs depend on understanding the right levers
• Experience matters. Moments of connection and
relevance create habits that drive repeat behavior
• Test, learn, repeat. Design for iterative tests and take
advantage of test data for continuous delivery and refinement
TAKE-AWAYS