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Keeping the
Excitement with
your Customers
Global Loyalty Solutions
Loyalty Landscape
                                                                                          2




                                                are members of at
                                       92%      least one program
                                       6.4 / person
                                                         Maritz Loyalty Insights (2012)



                                       1,673,000,000 members
                                       5.4 / person
                                       14 (6 active) / household
                                                                              Colloquy
Copyright 2012 © - Welcome Real-time
Loyalty Programs are now a Commodity
                                       3




Copyright 2012 © - Welcome Real-time
Raising Perception NOT Costs
                                                               4




“Price is what you pay. Value is what you get.”
                                                    Warren Buffett




         Loyalty is driven by ‘emotion’ not ‘rationale’


          The right types of reward have a perceived
         value that far outweighs the underlying cost

Copyright 2012 © - Welcome Real-time
Drive Excitement by Giving More?
                                       5




Copyright 2012 © - Welcome Real-time
Rewards must be Attainable
                                                                                              6



Rewards if not attainable, will lead to reduced
   engagement and ultimately defection
     "69% of the people surveyed said they left a loyalty program
    because it took too long to earn enough points to get a reward”
                                                              Maritz Loyalty Track Survey (Nov 2003)



Reasonable months-to-earn average:
 1               2                3     4   5     6   7   8      9        10        11        12

 1,000 respondents
                                                20%                  37%
                                                               Maritz Loyalty Track Survey (Oct 2004)
 Copyright 2012 © - Welcome Real-time
Experiential Rewards
                                                       7



“We don’t remember days; we remember moments.”
                                              Cesare Pavese




   Reward program members who have redeemed for
  experiential rewards are 30% more likely to be WOM
 Champions than those who have redeemed for discounts
 Copyright 2012 © - Welcome Real-time
                                                   Colloquy
Lucky Draws
                                                            8



                 Excite customers by giving them the
                 chance to win something ‘desirable’




Copyright 2012 © - Welcome Real-time
                                       Fixed reward cost!
Auctions
                                                                                            9




 Stir up competition, by auctioning off highly
sought after rewards that ‘money cannot buy’
                                       Stand a chance to             We’re auctioning off
                                       win EXCLUSIVE VIP              a PRICELESS F1
                                        backstage passes             driving experience




     Dramatically increase
                                                              Increase customer
      the perceived value
                                                           engagement by creating a
       with rewards that
                                                           competitive environment
     ‘money cannot buy’
Copyright 2012 © - Welcome Real-time
Selfless Rewards
                                                                            10



 Harness ‘causal’ drivers to give customers a
     community-based collective goal



                                                    HSBC Green Roof for Schools



  Leverages on social                  More appealing to customers
 pressure to encourage                 who do not see the value in
continued participation                 traditional loyalty rewards
Copyright 2012 © - Welcome Real-time
Differentiated Rewards
                                                                               11



Originally the exclusive domain of airlines, ‘Status
Programs’ are now common place in other sectors

                                       Flat   vs.   Tiered
     ‘Status Tiers’ are an effective way of introducing ‘Soft
      benefits’ for premium customers, whilst at the same
        time creating ‘aspirational drivers’ for lower-tier
                            customers
      “A three-tier program (e.g. Gold, Silver, and no-status) is more
     satisfying to all involved than a two-tier program (Gold and no-
        status), even to those who do not qualify for elite status”
                                                             Dreze and Nunes (2009)
Copyright 2012 © - Welcome Real-time
Perception of Status Programs
                                                                          12




82.5%
ranked ‘Chain C’ as
the most popular


71.4%
of the ‘No Status’
participants prefer
the program that                       “If you create an elite tier,
has 2 elite tiers!                     it is better to create two”
Copyright 2012 © - Welcome Real-time                         Dreze and Nunes (2009)
Status Programs by Industry
                                       13




  Airlines

     Hotels

Car Rental


    Others

Copyright 2012 © - Welcome Real-time
Reward Timing: Immediate vs. Delayed
                                                                                                           14




      “With a scheme based on rewards-on-demand you may get
     an increase in behavioural-loyalty but it won’t go any further;
          there’s no opportunity to extend emotional loyalty.”
                                       Scoring Points: How Tesco Continues to Win Customer Loyalty (Clive Humby)



“delayed rewards in a loyalty program have a significant impact on
 customer loyalty, whereas one-shot promotional features do not”
                                                                                    Leenheer and Bijmolt (2008)



              “delayed rewards work better than immediate rewards
               only if customers are satisfied with their experience”
                                                                                                 Hu et al. (2010)
Copyright 2012 © - Welcome Real-time
Engage Customers Socially
                                                            15




 Harness social networks to open rich and diverse
two-way communication channels with customers

                                        Actively encourage
                                       customer interaction


                                       Avoid the tendency
                                        to over-promote


Copyright 2012 © - Welcome Real-time
Help Customers Share Their Excitement
                                                               16




     Self-described
    WOM Champions                                 55%
   Likelihood of an
‘active’ member being
  a WOM Champion
                                                  3x
                                       Colloquy




People are more likely to trust a
recommendation from a friend
Copyright 2012 © - Welcome Real-time
                                                        AHAlife / Twitter
Social Media is not a Quick-Win Solution
                                           17




Copyright 2012 © - Welcome Real-time
The Power of Postcards
                                                  18



How a UK-based Charity
slashed donor attrition
rates using Postcards

Attrition rate after
6 months halved!




 Copyright 2012 © - Welcome Real-time
                                        Rapidata Case Study
Communication: Old is New
                                       19




 Sometimes it’s the
  little things in life
that count the most
                 Johnny the bagger




Copyright 2012 © - Welcome Real-time
Look for compelling Quick Wins
                                       20




  Stay ‘front-of-mind’ by
giving your customers easy
   and up-to-date access
  directly from PassBook

Loyalty Card (Balance)

Coupons / Vouchers
Copyright 2012 © - Welcome Real-time
Welcome Real-Time
Overview
15 Years of Experience in Loyalty
                                                                                                                        22

> 20 live projects across 5 continents.
> 14 different spoken languages
> Local presence in 30+ countries (direct or via partners)




                                         Aix-en-Provence
                                                 (France)




                                                                                                            Singapore




                                                  Sao Paulo



                                                                                 300,000 daily loyalty transactions
                                                                                 between1+ Million Retailers and
                                                            2011 live projects   50+ Million consumers.

  Copyright 2012 © - Welcome Real-time
Products Overview
                                                                                                             23


               Online redemption                           Push offers        Real-time customer interaction
                                                                                                @ Payment

PC & tablets
version                       Smart phone
                                version       E-Wallet                   +
                                            integration
                                                          Media Integration
                                                                                Internet payment      POS


      Loyalty scheme
      App
                                                      Welcome Loyalty                                 ePOS
                                                          Engine



         Loyalty Scheme                                                                       Merchant
                                                          Analytics
          Management                                                                           Portal
                                                           Portal
             Portal
        Applications used by the loyalty scheme operator / the issuer                 Application used by Merchants

   Copyright 2012 © - Welcome Real-time
Sample References
                                                                24




Retail Banking




Payment Processors                     Partners and Operators




Copyright 2012 © - Welcome Real-time
Thank you
for your attention

www.welcome-rt.com




© 2012 Welcome Real-time. All rights reserved.
Content in this presentation is provided for general information purpose only and is owned by Welcome Real-time. It does not
constitute a contractual document and may be amended or updated by Welcome Real-time from time to time. This content shall not be
copied or reproduced or otherwise used for any reason, except for your own business purposes and/or personal use.

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Keeping the excitement with your customers

  • 1. 28.09.12 Keeping the Excitement with your Customers Global Loyalty Solutions
  • 2. Loyalty Landscape 2 are members of at 92% least one program 6.4 / person Maritz Loyalty Insights (2012) 1,673,000,000 members 5.4 / person 14 (6 active) / household Colloquy Copyright 2012 © - Welcome Real-time
  • 3. Loyalty Programs are now a Commodity 3 Copyright 2012 © - Welcome Real-time
  • 4. Raising Perception NOT Costs 4 “Price is what you pay. Value is what you get.” Warren Buffett Loyalty is driven by ‘emotion’ not ‘rationale’ The right types of reward have a perceived value that far outweighs the underlying cost Copyright 2012 © - Welcome Real-time
  • 5. Drive Excitement by Giving More? 5 Copyright 2012 © - Welcome Real-time
  • 6. Rewards must be Attainable 6 Rewards if not attainable, will lead to reduced engagement and ultimately defection "69% of the people surveyed said they left a loyalty program because it took too long to earn enough points to get a reward” Maritz Loyalty Track Survey (Nov 2003) Reasonable months-to-earn average: 1 2 3 4 5 6 7 8 9 10 11 12 1,000 respondents 20% 37% Maritz Loyalty Track Survey (Oct 2004) Copyright 2012 © - Welcome Real-time
  • 7. Experiential Rewards 7 “We don’t remember days; we remember moments.” Cesare Pavese Reward program members who have redeemed for experiential rewards are 30% more likely to be WOM Champions than those who have redeemed for discounts Copyright 2012 © - Welcome Real-time Colloquy
  • 8. Lucky Draws 8 Excite customers by giving them the chance to win something ‘desirable’ Copyright 2012 © - Welcome Real-time Fixed reward cost!
  • 9. Auctions 9 Stir up competition, by auctioning off highly sought after rewards that ‘money cannot buy’ Stand a chance to We’re auctioning off win EXCLUSIVE VIP a PRICELESS F1 backstage passes driving experience Dramatically increase Increase customer the perceived value engagement by creating a with rewards that competitive environment ‘money cannot buy’ Copyright 2012 © - Welcome Real-time
  • 10. Selfless Rewards 10 Harness ‘causal’ drivers to give customers a community-based collective goal HSBC Green Roof for Schools Leverages on social More appealing to customers pressure to encourage who do not see the value in continued participation traditional loyalty rewards Copyright 2012 © - Welcome Real-time
  • 11. Differentiated Rewards 11 Originally the exclusive domain of airlines, ‘Status Programs’ are now common place in other sectors Flat vs. Tiered ‘Status Tiers’ are an effective way of introducing ‘Soft benefits’ for premium customers, whilst at the same time creating ‘aspirational drivers’ for lower-tier customers “A three-tier program (e.g. Gold, Silver, and no-status) is more satisfying to all involved than a two-tier program (Gold and no- status), even to those who do not qualify for elite status” Dreze and Nunes (2009) Copyright 2012 © - Welcome Real-time
  • 12. Perception of Status Programs 12 82.5% ranked ‘Chain C’ as the most popular 71.4% of the ‘No Status’ participants prefer the program that “If you create an elite tier, has 2 elite tiers! it is better to create two” Copyright 2012 © - Welcome Real-time Dreze and Nunes (2009)
  • 13. Status Programs by Industry 13 Airlines Hotels Car Rental Others Copyright 2012 © - Welcome Real-time
  • 14. Reward Timing: Immediate vs. Delayed 14 “With a scheme based on rewards-on-demand you may get an increase in behavioural-loyalty but it won’t go any further; there’s no opportunity to extend emotional loyalty.” Scoring Points: How Tesco Continues to Win Customer Loyalty (Clive Humby) “delayed rewards in a loyalty program have a significant impact on customer loyalty, whereas one-shot promotional features do not” Leenheer and Bijmolt (2008) “delayed rewards work better than immediate rewards only if customers are satisfied with their experience” Hu et al. (2010) Copyright 2012 © - Welcome Real-time
  • 15. Engage Customers Socially 15 Harness social networks to open rich and diverse two-way communication channels with customers Actively encourage customer interaction Avoid the tendency to over-promote Copyright 2012 © - Welcome Real-time
  • 16. Help Customers Share Their Excitement 16 Self-described WOM Champions 55% Likelihood of an ‘active’ member being a WOM Champion 3x Colloquy People are more likely to trust a recommendation from a friend Copyright 2012 © - Welcome Real-time AHAlife / Twitter
  • 17. Social Media is not a Quick-Win Solution 17 Copyright 2012 © - Welcome Real-time
  • 18. The Power of Postcards 18 How a UK-based Charity slashed donor attrition rates using Postcards Attrition rate after 6 months halved! Copyright 2012 © - Welcome Real-time Rapidata Case Study
  • 19. Communication: Old is New 19 Sometimes it’s the little things in life that count the most Johnny the bagger Copyright 2012 © - Welcome Real-time
  • 20. Look for compelling Quick Wins 20 Stay ‘front-of-mind’ by giving your customers easy and up-to-date access directly from PassBook Loyalty Card (Balance) Coupons / Vouchers Copyright 2012 © - Welcome Real-time
  • 22. 15 Years of Experience in Loyalty 22 > 20 live projects across 5 continents. > 14 different spoken languages > Local presence in 30+ countries (direct or via partners) Aix-en-Provence (France) Singapore Sao Paulo 300,000 daily loyalty transactions between1+ Million Retailers and 2011 live projects 50+ Million consumers. Copyright 2012 © - Welcome Real-time
  • 23. Products Overview 23 Online redemption Push offers Real-time customer interaction @ Payment PC & tablets version Smart phone version E-Wallet + integration Media Integration Internet payment POS Loyalty scheme App Welcome Loyalty ePOS Engine Loyalty Scheme Merchant Analytics Management Portal Portal Portal Applications used by the loyalty scheme operator / the issuer Application used by Merchants Copyright 2012 © - Welcome Real-time
  • 24. Sample References 24 Retail Banking Payment Processors Partners and Operators Copyright 2012 © - Welcome Real-time
  • 25. Thank you for your attention www.welcome-rt.com © 2012 Welcome Real-time. All rights reserved. Content in this presentation is provided for general information purpose only and is owned by Welcome Real-time. It does not constitute a contractual document and may be amended or updated by Welcome Real-time from time to time. This content shall not be copied or reproduced or otherwise used for any reason, except for your own business purposes and/or personal use.

Editor's Notes

  1. Welcome Real-timeCover slide
  2. Survey of 143 people