1. The Loyalist Advantage
How to Measure & Increase Customer Loyalty
Joanna Lord
CMO, BigDoor
@joannalord
SearchLove Boston, 2014

2. paradigm shift [def]:
a fundamental
change in approach
or underlying
assumptions.

6. things are different now.

7. but we are focused on the wrong things.

8. discovery comparison decision evaluate
[marketing channels]
[consumer behavior]
email
content
social
product
brand
press
retargeting
community
seo
paid
[marketing tactics]
images
storytelling
fear-based
time-based
guilt-based
pride-based
influencer
novelty

9. discovery comparison decision evaluate
[marketing channels]
[consumer behavior]
email
content
social
product
brand
press
retargeting
community
seo
paid
[marketing tactics]
images
storytelling
fear-based
time-based
guilt-based
pride-based
influencer
novelty

11. Consumer change #1: More empowered than ever.

12. Consumer change #2: Operate in a frictionless world.

13. Combines for a [possibly] scary reality.
Loyalty will be the difference between those that win & those that don’t.

14. Loyalty does not mean what you think it means.

15. There is a new way to do loyalty.

16. the old way to do loyalty.
visitor
member
customer
loyal
customers

17. the old way to do loyalty.
visitor
member
customer
loyal
customers
when we started to *invest* in loyalty.

18. the new way to do loyalty.
visitor
member
customer
loyal
customers
when we should be *investing* in loyalty.

19. the new way to do loyalty.
visitor
member
customer
loyal
customers
when we should be *investing* in loyalty.
loyal
visitors
loyal
members

20. the new way to do loyalty.
loyal
customers
loyal
customers
more.
less.

21. we got this.

22. we got this.
…channels we know.
…tactics we know.
…tools we know.

23. seed loyalty at every step.

24. discovery.
get found.
inform.
differentiate.

25. discovery.
get found.
inform.
differentiate.
register.
social proof.
stunning design.
up front value.
destination.

28. comparison.
features.
value.
trust signals.

29. comparison.
features.
value.
trust signals.
#humblebrag.
reward for discovery.
full brand sale.
multi-media experience.
personalized marketing.

31. decision.
pricing triggers.
urgency campaigns.
fear-based selling.

32. decision.
pricing triggers.
urgency campaigns.
fear-based selling.
peer selling.
transparency.
alternative win.
values campaign.
community calls.
personalized messaging.

34. evaluate.
survey.
email follow-up.
reviews.

35. evaluate.
survey.
email follow-up.
reviews.
facilitate bragging.
reward advocacy.
encourage referrals.
rich reviews.
“smart” feedback/surveying.
personalized thank you.

38. every campaign you launch should answer:
“what’s in it for the consumer?”

39. customer centricity just became your true north.

40. there will be some challenges.

41. infrastructure.

42. • Social authorization
• Registration
• Robust CRM
• User ID segmentation
• A/B testing
• Cohort analysis capabilities
• Cross-device tracking
• Smart-form profiling
• Loyalty program
• Community program
• Loyalty campaigns
• Refer a friend programs

43. measurement.

44. • LTV
• RFM (snapshot)
• Net promoter
• Survey

45. • LTV
• RFM (snapshot)
• Net promoter
• Survey
• Registration
• Frequency
• Conversions
• Advocacy
• Rewards
• Engagement lift
• Retention lift

46. Time to get comfortable with cohorts.
How to measure customer loyalty: http://www.exacttarget.com/blog/how-to-measure-and-increase-customer-loyalty/
The power of a customer cohort: http://bigdoor.com/blog/2014/02/17/the-power-of-a-customer-cohort/

47. resources.

48. • Marketing analyst
• Designer
• Marketing developer
• Retention specialist
• Loyalty team
• Customer innovation team
• Customer champion
• Content resources

49. sounds like
a lot, huh?

50. the biggest brands of tomorrow will have
begun investing in loyalty today.

51. Launched today:
Marketing Guide to Customer Loyalty
160+ page book on customer loyalty!
WHAT WE COVER:
Types of loyalty
Myths around loyalty
Old loyalty
New loyalty
Measurement
Building a culture around loyalty
…and more!
Free to download: http://bit.ly/bdloyalty