This document discusses how loyalty has been disrupted in today's changing landscape. It notes that technology-led disruption, changes in legislation/regulation, and shifting customer expectations and preferences have caused absolute loyalty to decline. Customers now want convenience and personalization over product loyalty and are influenced by recommendations. They are also changing how they communicate and increasingly use messaging over other channels. This has changed expectations for businesses, who must adapt to this new environment to build loyalty through convenient and personalized messaging interactions.

1. EASY COME, EASY GO
T h e D i s r u p t i o n o f
L o ya l t y

2. A B S O L U T E L O YA LT Y Z E R O L O YA LT Y
T H E D I S R U P T I O N O F L O YA LT Y
“I’m Easy Come, Easy Go. Any way the wind
blows doesn’t really matter to me.”
F R E D D Y M E R C U R Y , B o h e m i a n R h a p s o d y

3. P E O P L E A N D
T H E I R
E X P E C T A T I O N S
A R E C H A N G I N G
01 02
T E C H N O L O G Y -
L E D D I S R U P T I O N
03
C H A N G E S I N
T H E L E G I S L A T I V E
A N D R E G U L A T O R Y
L A N D S C A P E

4. P E O P L E A R E
C H A N G I N G
‘RIGHT NOW’ HAS
BECOME THE
NEW NORM
PEOPLE CHOOSE
EXPERIENCE OVER
PRODUCT
RECOMMENDATIONS
COUNT
01

5. 02T H E R I S E O F T H E
D I S R U P T O R S
H E A LT HS E R V I C E SF O O D FA S H I O N / B EAU T Y

6. 03G O V E R N M E N T A N D
R E G U L AT O R S

7. Source: Accenture, Seeing Beyond The Loyalty Illusion, 2017
71%
consumers say loyalty
programs do not
engender loyalty.

8. 52%
of consumers have
switched providers in the
past year due to poor
customer service.
Source: Accenture, Digital Disconnect in Customer Engagement, 2016

9. Source: Konsumentverket, Konsumentklagomål, Jan 2017
“ The estimated cost of dissatisfied
Swedish customers due to poor
product or service is 50bn SEK. That’s
more than the defence budget in
2017”

10. Source: Accenture, Digital Disconnect in Customer Engagement, 2016
It’s the least we can do.

11. 14% 16%
37% 38%
47% 47% 48%
67%
Write a letter Type a letter Phone call Face-to-face Video chat Email Social media Messaging
Percentage of people who increased their use of each communication channel
M E S S A G I N G I S T H E FA S T E S T G R O W I N G
F O R M O F C O M M U N I C AT I O N
Source: “Messages That Matter” by Greenberg, Inc. (Messenger-commissioned study of people who use one or several messaging applications monthly or more frequently in AU, BR, CA, DE, FR, KR, UK and
US) Nov 2017. Data is on average across the 8 markets.

12. Source: “Facebook Messaging Survey” by Nielsen (Facebook-commissioned study of people ages 18+ who use messaging apps across AE, AU, BR, FR, ID, IN, JP, KR, MX, TH, TW, the UK, the US and VN), Mar 2016. Data is on average across the 14 markets.
64%
of people would choose
messaging a business over
picking up the phone or
sending an email
E X P E C T A T I O N S
F O R B U S I N E S S E S
H A V E C H A N G E D

15. 6xreturn on ad spend in
certain markets*
3xhigher conversion rate in
bot compared to other
conversion-based ads*
1/3lower cost per conversion
in bot compared to other
conversion-based ads*
F I N D I N G T H E R I G H T
G I F T I N M E S S E N G E R

16. B U I L D I N G L O YA LT Y
CONVENIENTFAST PERSONAL

17. Thank you