Businesses must craft unique propositions around aggregate customer experience and not just around the product's functional attributes. Discover ways to use loyalty programs to create a contextual brand experience with experts from ITC Infotech and Woolworths
Get Loyalty Smart - Sectors of Opportunityemmersons1
The document discusses loyalty challenges and opportunities across different sectors including grocery/supermarkets, technology/appliance retailers, consumer insurance, and travel retailers. It notes that traditional loyalty programs are becoming less effective and brands are looking to leverage customer data to build more personalized loyalty strategies. Successful approaches discussed include using data insights to provide superior customer service, deliver additional value beyond price, and integrate technology to improve the customer experience at every touchpoint. The document advocates that truly loyal customer relationships require consistently interpreting data to understand customer behavior and needs.
This document discusses the concept of Brand Relationship Management (BRM) as a new approach to brand management focused on developing long-term relationships with customers. BRM involves gaining in-depth insights into customer preferences, segmenting customers based on these insights, developing value propositions tailored to each segment, and measuring the return on investment of the BRM strategy. Successful brands in the future will rethink their strategies and processes to enhance customer relationships, develop brand loyalty, and make their brand the preferred choice for customers.
Malthouse final http://www.cheapassignmenthelp.co.uk/Assignment Help
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
Looking ahead-The business case for LoyaltyKaushik Basu
The document discusses the business case for loyalty programs in the payments industry. It notes that loyalty programs can help all market participants increase their share of payments value by providing flexibility to cardholders and a reason for adoption. However, changing technologies are altering how loyalty programs are delivered. Success will depend on how well participants leverage mobile technologies to offer personalized targeted offers based on spending analytics. While loyalty provides flexibility, it also brings challenges around data use that market participants must address to protect their brands. The key will be finding the right balance between targeting consumers and respecting their privacy.
Peering Into The Future of Digital AdvertisingVikram Mohan
Digital advertising is evolving rapidly. Marketers are challenged to optimize their budgets across many new channels. This document discusses several emerging digital advertising formats that can help marketers improve efficiencies and results. These include personalized targeting through programmatic real-time bidding, transactional ads that allow purchases directly from ads, dynamic creative optimization to customize ads for each user, in-app advertising to reach users on mobile apps, and native advertising that blends with the design of the platform. These new formats provide opportunities for more targeted, relevant and engaging advertising.
Part 1. The Next Extraordinary Marketing Opportunity- Healthcare ReformVivastream
The document discusses opportunities for health insurers under the Affordable Care Act (ACA). It notes that the ACA could generate billions in new revenue and millions of new customers for insurers. Insurers will need to adapt their marketing and focus on the new types of customers using the health insurance exchanges, including those who are younger, less educated, and more racially diverse. Insurers will need to use customer data and segmentation to understand these new groups and engage customers through multiple channels.
Engaging Customers in FSI - Do Digital Channels hold the keyJamie Anderson
The document discusses how digital channels can help financial services companies improve customer advocacy. It notes that trust in the financial services industry continues to decline. Customers now expect transparency, rich content, social media interaction, and mobile access. Technology can help companies engage customers through channels like social media. However, most bank social media strategies are currently inactive. The document advocates knowing your customers and audience, being transparent and engaging on social media, and using customer service to build trust through online reviews and recommendations.
"Real loyalty isn’t created at the close of the sale. It’s created when the brand & the customer become intimate through multiple interactions before, during & after the purchase." Read more in Aimia's report, 'Rewarding Interactions; Are You Ready for Customer Intimacy'
Get Loyalty Smart - Sectors of Opportunityemmersons1
The document discusses loyalty challenges and opportunities across different sectors including grocery/supermarkets, technology/appliance retailers, consumer insurance, and travel retailers. It notes that traditional loyalty programs are becoming less effective and brands are looking to leverage customer data to build more personalized loyalty strategies. Successful approaches discussed include using data insights to provide superior customer service, deliver additional value beyond price, and integrate technology to improve the customer experience at every touchpoint. The document advocates that truly loyal customer relationships require consistently interpreting data to understand customer behavior and needs.
This document discusses the concept of Brand Relationship Management (BRM) as a new approach to brand management focused on developing long-term relationships with customers. BRM involves gaining in-depth insights into customer preferences, segmenting customers based on these insights, developing value propositions tailored to each segment, and measuring the return on investment of the BRM strategy. Successful brands in the future will rethink their strategies and processes to enhance customer relationships, develop brand loyalty, and make their brand the preferred choice for customers.
Malthouse final http://www.cheapassignmenthelp.co.uk/Assignment Help
Dear student, Cheap Assignment Help, an online tutoring company, provides students with a wide range of online assignment help services for students studying in classes K-12, and College or university. The Expert team of professional online assignment help tutors at Cheap Assignment Help .COM provides a wide range of help with assignments through services such as college assignment help, university assignment help, homework assignment help, email assignment help and online assignment help. Our expert team consists of passionate and professional assignment help tutors, having masters and PhD degrees from the best universities of the world, from different countries like Australia, United Kingdom, United States, Canada, UAE and many more who give the best quality and plagiarism free answers of the assignment help questions submitted by students, on sharp deadline. Cheap Assignment Help .COM tutors are available 24x7 to provide assignment help in diverse fields - Math, Chemistry, Physics, Writing, Thesis, Essay, Accounting, Finance, Data Analysis, Case Studies, Term Papers, and Projects etc. We also provide assistance to the problems in programming languages such as C/C++, Java, Python, Matlab, .Net, Engineering assignment help and Finance assignment help. The expert team of certified online tutors in diverse fields at Cheap Assignment Help .COM available around the clock (24x7) to provide live help to students with their assignment and questions. We have also excelled in providing E-education with latest web technology. The Students can communicate with our online assignment tutors using voice, video and an interactive white board. We help students in solving their problems, assignments, tests and in study plans. You will feel like you are learning from a highly skilled online tutor in person just like in classroom teaching. You can see what the tutor is writing, and at the same time you can ask the questions which arise in your mind. You only need a PC with Internet connection or a Laptop with Wi-Fi Internet access. We provide live online tutoring which can be accessed at anytime and anywhere according to student’s convenience. We have tutors in every subject such as Math, Chemistry, Biology, Physics and English whatever be the school level. Our college and university level tutors provide engineering online tutoring in areas such as Computer Science, Electrical and Electronics engineering, Mechanical engineering and Chemical engineering. Regards http://www.cheapassignmenthelp.com/ http://www.cheapassignmenthelp.co.uk/
Looking ahead-The business case for LoyaltyKaushik Basu
The document discusses the business case for loyalty programs in the payments industry. It notes that loyalty programs can help all market participants increase their share of payments value by providing flexibility to cardholders and a reason for adoption. However, changing technologies are altering how loyalty programs are delivered. Success will depend on how well participants leverage mobile technologies to offer personalized targeted offers based on spending analytics. While loyalty provides flexibility, it also brings challenges around data use that market participants must address to protect their brands. The key will be finding the right balance between targeting consumers and respecting their privacy.
Peering Into The Future of Digital AdvertisingVikram Mohan
Digital advertising is evolving rapidly. Marketers are challenged to optimize their budgets across many new channels. This document discusses several emerging digital advertising formats that can help marketers improve efficiencies and results. These include personalized targeting through programmatic real-time bidding, transactional ads that allow purchases directly from ads, dynamic creative optimization to customize ads for each user, in-app advertising to reach users on mobile apps, and native advertising that blends with the design of the platform. These new formats provide opportunities for more targeted, relevant and engaging advertising.
Part 1. The Next Extraordinary Marketing Opportunity- Healthcare ReformVivastream
The document discusses opportunities for health insurers under the Affordable Care Act (ACA). It notes that the ACA could generate billions in new revenue and millions of new customers for insurers. Insurers will need to adapt their marketing and focus on the new types of customers using the health insurance exchanges, including those who are younger, less educated, and more racially diverse. Insurers will need to use customer data and segmentation to understand these new groups and engage customers through multiple channels.
Engaging Customers in FSI - Do Digital Channels hold the keyJamie Anderson
The document discusses how digital channels can help financial services companies improve customer advocacy. It notes that trust in the financial services industry continues to decline. Customers now expect transparency, rich content, social media interaction, and mobile access. Technology can help companies engage customers through channels like social media. However, most bank social media strategies are currently inactive. The document advocates knowing your customers and audience, being transparent and engaging on social media, and using customer service to build trust through online reviews and recommendations.
"Real loyalty isn’t created at the close of the sale. It’s created when the brand & the customer become intimate through multiple interactions before, during & after the purchase." Read more in Aimia's report, 'Rewarding Interactions; Are You Ready for Customer Intimacy'
ReConnect process for Consumer Brand Relationship Nishant Singh
A conceptual framework to strengthen the engagements among the Consumers for the Brand. This concept is designed to leverage the existing CARE (Service) and evolution of Digital infrastructure to build engagement platforms. I have highlighted the metrics that marketers can use while deciding the resource allocations.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
The document discusses the concept of "Value-For-Money" and how brands can lose their positioning on the "Value-For-Money line" by developing an unjustified price premium over time. It explains how brands constantly move on the model as new competitors enter with decent offerings at cheaper prices. The document recommends that brands communicate their price and value through all customer touchpoints with excellence and consistency. It also provides strategies for brands to reset their positioning on the "Value-For-Money line" by decreasing perceived price or increasing perceived value through improvements and marketing efforts.
This is a demo copy of Brand Health Scorecard, distributed among the attendees of Finance Connect -2015.
This is a one page report card of how a company page is performing among it's target audience on LinkedIn.
Customer experience improvement can—and does— drive bottom-line results. So how can we prove that making customers happier can make you and your shareholders happier too?
This paper outlines the need for coordinated message delivery between corporate and local marketers and covers the following topics: revisiting the Local Moment of Truth, sharing your brand with local marketers,applying the omni-channel concept to blended marketing and four steps for message coordination.
Acxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERSScott Valentine, MBA, CSPO
New research indicates when brands don’t
connect customer data with marketing
efforts, the results are inconsistent
engagement that leads to lost opportunities,
diminished results, eroded margins and
fleeting brand value…engendering a loyalty
divide. Consumers demand better, authentic
connections based on value and brands
must deliver. Savvy marketers blend data
from multiple sources to provide customer
engagement that is authentic, relevant and
consistent to the brand, nurturing comfort,
familiarity, safety and trust – thus increasing
loyalty with their customers.
The sharing of customers by corporate and local marketers is an important part of exploding brand value at the local level. Customers view their relationship with a branded product or service as a single relationship. While conflicts over customer ownership may naturally arise, it is important that corporate and local markets engage the consumer as one.
The document discusses optimizing the customer experience in insurance to gain a competitive advantage. It argues that consistently delivering a superior customer experience across all touchpoints is one of the few sources of sustainable differentiation in the commoditized insurance industry. The key is to understand customers' rational and emotional needs and expectations through customer journey mapping to align the organization around meeting them. This approach can increase retention, cross-selling, and internal alignment while reducing costs to provide significant business benefits for insurers.
The document discusses various concepts related to branding, including brand equity, brand identity, brand management, brand purpose, and strategic brand analysis. Some key points covered are:
1) Brand equity refers to the power of ideas, memories, feelings, and experiences that predispose consumers to choose a brand over others or pay more for it.
2) Developing a coherent brand identity and managing the brand consistently over time are important aspects of brand management.
3) While having a clear brand purpose beyond profit can help some brands grow, there is no definitive proof that purpose alone drives success long-term.
4) Strategic brand analysis involves understanding customers, competitors, and the brand itself to effectively position
This document discusses service branding. It defines what a brand and service are, and notes the key characteristics of services that affect marketing: intangibility, inseparability of production and consumption, heterogeneity, and perishability. It introduces a service branding model which states that brand equity for services is based more on service performance and human interaction than product branding. The model has three components that influence brand equity: the presented brand controlled by the company; external brand communications uncontrolled by the company; and the customer experience with the brand through employees and participation.
Proactive Service E-Commerce Optimization White PaperDaniel Obregon
This document discusses how integrating eStara Click to Call and Click to Chat solutions into an ATG environment can help companies provide proactive customer service, increase conversions, and improve the customer experience across online and offline channels. It provides examples of how rules-based triggers can be used to target customers for live assistance based on their online behavior and profiles. Integrating these solutions with ATG personalization capabilities allows companies to deliver personalized, cross-channel interactions.
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
Liminal - Customer Engagement in TransitionJohn Zell
The change marketers face today is different than what has come before, in both its pace and its potential, which is why we’ve used the term “liminal” as the title of this book. The word liminal isn’t just about change, but about being on the cusp of something new.
If marketers are to survive—and thrive—in this new world, they need to re-examine how to engage with customers, across generations and levels of technological savvy.
We undertook the research in “Liminal” from the ground up, so we could understand how people engage with companies, what they are looking to get out of those engagements, and what channels they prefer. It’s not enough anymore for marketers to have a top-down mentality, simply making sure they have a presence on multiple channels.
The findings in “Liminal” demonstrate that, in the future, marketers will need to find ways to sustain those engagements over time, regardless of channel, whether they are traditional, emerging or new.
This document discusses touchpoint marketing and the new customer journey. It notes that customers do not think in terms of channels and have complex, cross-channel journeys influenced by external factors like reviews. It emphasizes that branding is about building relationships through consistent personality, communication, and behavior across touchpoints. Effective branding creates difference and tells a brand's story to attract customers and drive conversion.
Behavioral loyalty is at the core of most loyalty programs today. Customers make a purchase or provide information in exchange for a reward. This is as valuable today as ever, but it’s also no longer enough. In addition to rewarding customers for transactions and information, companies also need to reward customers for interactions—specifically, social interactions that translate to engagement and advocacy. In other words, organizations must find creative ways to use their loyalty programs to foster attitudinal loyalty; to build and capitalize on the emotional connections engaged customers have with their preferred brands.
This presentation discusses the benefits and drawbacks of rewarding customers for such behaviors and transactions and information sharing, as well as the challenges and opportunities of rewarding customers for actions that show genuine engagement and advocacy. It also examines the competitive advantage companies can create by building a loyalty program that rewards customers for all three, as well as how to do so
This document discusses the importance of master data management (MDM) for organizations and outlines key aspects of developing an MDM strategy. It describes how poor or fragmented master data can negatively impact businesses and provides examples. The document then covers MDM maturity stages, approaches to defining an MDM strategy, and key focus areas like business capabilities, processes and workflow, technology selection, solution architecture, master data control, data quality and enrichment, and data governance.
CPG-RETAIL COLLABORATION IN EMERGING MARKETSITC Infotech
Collaboration - a systematic and conscious effort between two parties in creating a positive synergy by working towards a predefined goal. In today’s business world, the term ‘Collaboration’ is gaining even more attention. This is because, none of the three bottom lines - Social, Economic & Environmental, can be achieved by any company working in isolation. In this paper, we will highlight how CPG companies and Retailers in emerging markets should work together to create a profitable, sustainable and socially acceptable business environment and in turn, try to reach Nash equilibrium for all the stakeholders.
The document discusses supply chain network optimization and design. It notes that companies can significantly reduce supply chain costs and improve service levels through optimizing their network design using modeling approaches. The modeling incorporates end-to-end costs across purchasing, production, warehousing, inventory and transportation. Companies should periodically revisit their network design considering changes in factors like demand, supply sources, products, and fiscal policies to ensure their network remains optimized over time. Case studies demonstrate how modeling approaches can determine the optimal network configuration and facility locations to minimize total costs while meeting service level targets.
ReConnect process for Consumer Brand Relationship Nishant Singh
A conceptual framework to strengthen the engagements among the Consumers for the Brand. This concept is designed to leverage the existing CARE (Service) and evolution of Digital infrastructure to build engagement platforms. I have highlighted the metrics that marketers can use while deciding the resource allocations.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
The document discusses various aspects of branding, including the evolution of branding over time, key components of branding like brand equity and brand elements, models for measuring brand equity, and challenges in building brand awareness. It provides examples of how companies develop their brand identity through elements like names, logos, slogans, and positioning strategies. It also outlines the importance of marketing programs and advertising in creating brand value and equity with customers.
The document discusses the concept of "Value-For-Money" and how brands can lose their positioning on the "Value-For-Money line" by developing an unjustified price premium over time. It explains how brands constantly move on the model as new competitors enter with decent offerings at cheaper prices. The document recommends that brands communicate their price and value through all customer touchpoints with excellence and consistency. It also provides strategies for brands to reset their positioning on the "Value-For-Money line" by decreasing perceived price or increasing perceived value through improvements and marketing efforts.
This is a demo copy of Brand Health Scorecard, distributed among the attendees of Finance Connect -2015.
This is a one page report card of how a company page is performing among it's target audience on LinkedIn.
Customer experience improvement can—and does— drive bottom-line results. So how can we prove that making customers happier can make you and your shareholders happier too?
This paper outlines the need for coordinated message delivery between corporate and local marketers and covers the following topics: revisiting the Local Moment of Truth, sharing your brand with local marketers,applying the omni-channel concept to blended marketing and four steps for message coordination.
Acxiom_LOYALTY IN TODAY’S MARKETPLACE DEMANDS BETTER CONNECTIONS WITH CUSTOMERSScott Valentine, MBA, CSPO
New research indicates when brands don’t
connect customer data with marketing
efforts, the results are inconsistent
engagement that leads to lost opportunities,
diminished results, eroded margins and
fleeting brand value…engendering a loyalty
divide. Consumers demand better, authentic
connections based on value and brands
must deliver. Savvy marketers blend data
from multiple sources to provide customer
engagement that is authentic, relevant and
consistent to the brand, nurturing comfort,
familiarity, safety and trust – thus increasing
loyalty with their customers.
The sharing of customers by corporate and local marketers is an important part of exploding brand value at the local level. Customers view their relationship with a branded product or service as a single relationship. While conflicts over customer ownership may naturally arise, it is important that corporate and local markets engage the consumer as one.
The document discusses optimizing the customer experience in insurance to gain a competitive advantage. It argues that consistently delivering a superior customer experience across all touchpoints is one of the few sources of sustainable differentiation in the commoditized insurance industry. The key is to understand customers' rational and emotional needs and expectations through customer journey mapping to align the organization around meeting them. This approach can increase retention, cross-selling, and internal alignment while reducing costs to provide significant business benefits for insurers.
The document discusses various concepts related to branding, including brand equity, brand identity, brand management, brand purpose, and strategic brand analysis. Some key points covered are:
1) Brand equity refers to the power of ideas, memories, feelings, and experiences that predispose consumers to choose a brand over others or pay more for it.
2) Developing a coherent brand identity and managing the brand consistently over time are important aspects of brand management.
3) While having a clear brand purpose beyond profit can help some brands grow, there is no definitive proof that purpose alone drives success long-term.
4) Strategic brand analysis involves understanding customers, competitors, and the brand itself to effectively position
This document discusses service branding. It defines what a brand and service are, and notes the key characteristics of services that affect marketing: intangibility, inseparability of production and consumption, heterogeneity, and perishability. It introduces a service branding model which states that brand equity for services is based more on service performance and human interaction than product branding. The model has three components that influence brand equity: the presented brand controlled by the company; external brand communications uncontrolled by the company; and the customer experience with the brand through employees and participation.
Proactive Service E-Commerce Optimization White PaperDaniel Obregon
This document discusses how integrating eStara Click to Call and Click to Chat solutions into an ATG environment can help companies provide proactive customer service, increase conversions, and improve the customer experience across online and offline channels. It provides examples of how rules-based triggers can be used to target customers for live assistance based on their online behavior and profiles. Integrating these solutions with ATG personalization capabilities allows companies to deliver personalized, cross-channel interactions.
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
Liminal - Customer Engagement in TransitionJohn Zell
The change marketers face today is different than what has come before, in both its pace and its potential, which is why we’ve used the term “liminal” as the title of this book. The word liminal isn’t just about change, but about being on the cusp of something new.
If marketers are to survive—and thrive—in this new world, they need to re-examine how to engage with customers, across generations and levels of technological savvy.
We undertook the research in “Liminal” from the ground up, so we could understand how people engage with companies, what they are looking to get out of those engagements, and what channels they prefer. It’s not enough anymore for marketers to have a top-down mentality, simply making sure they have a presence on multiple channels.
The findings in “Liminal” demonstrate that, in the future, marketers will need to find ways to sustain those engagements over time, regardless of channel, whether they are traditional, emerging or new.
This document discusses touchpoint marketing and the new customer journey. It notes that customers do not think in terms of channels and have complex, cross-channel journeys influenced by external factors like reviews. It emphasizes that branding is about building relationships through consistent personality, communication, and behavior across touchpoints. Effective branding creates difference and tells a brand's story to attract customers and drive conversion.
Behavioral loyalty is at the core of most loyalty programs today. Customers make a purchase or provide information in exchange for a reward. This is as valuable today as ever, but it’s also no longer enough. In addition to rewarding customers for transactions and information, companies also need to reward customers for interactions—specifically, social interactions that translate to engagement and advocacy. In other words, organizations must find creative ways to use their loyalty programs to foster attitudinal loyalty; to build and capitalize on the emotional connections engaged customers have with their preferred brands.
This presentation discusses the benefits and drawbacks of rewarding customers for such behaviors and transactions and information sharing, as well as the challenges and opportunities of rewarding customers for actions that show genuine engagement and advocacy. It also examines the competitive advantage companies can create by building a loyalty program that rewards customers for all three, as well as how to do so
This document discusses the importance of master data management (MDM) for organizations and outlines key aspects of developing an MDM strategy. It describes how poor or fragmented master data can negatively impact businesses and provides examples. The document then covers MDM maturity stages, approaches to defining an MDM strategy, and key focus areas like business capabilities, processes and workflow, technology selection, solution architecture, master data control, data quality and enrichment, and data governance.
CPG-RETAIL COLLABORATION IN EMERGING MARKETSITC Infotech
Collaboration - a systematic and conscious effort between two parties in creating a positive synergy by working towards a predefined goal. In today’s business world, the term ‘Collaboration’ is gaining even more attention. This is because, none of the three bottom lines - Social, Economic & Environmental, can be achieved by any company working in isolation. In this paper, we will highlight how CPG companies and Retailers in emerging markets should work together to create a profitable, sustainable and socially acceptable business environment and in turn, try to reach Nash equilibrium for all the stakeholders.
The document discusses supply chain network optimization and design. It notes that companies can significantly reduce supply chain costs and improve service levels through optimizing their network design using modeling approaches. The modeling incorporates end-to-end costs across purchasing, production, warehousing, inventory and transportation. Companies should periodically revisit their network design considering changes in factors like demand, supply sources, products, and fiscal policies to ensure their network remains optimized over time. Case studies demonstrate how modeling approaches can determine the optimal network configuration and facility locations to minimize total costs while meeting service level targets.
From fashion retailers to salons and even restaurants, the franchise business model has been in existence for over a century now. However, what remains imperative to realise is whether this business model is apt for your brand to grow. We speak with brands across categories that have expanded using this business model and also those who chose to grow organically.
The document discusses migrating legacy data from old CAD systems to newer systems using feature-based translation tools like Acc-u-Trans and the Legacy Drawing Associator (LDA) to automate the process, providing fully associated 3D models and 2D drawings in the target CAD system in a fraction of the time of manual methods while maintaining critical design intent and product information. It also presents a case study of a medical equipment manufacturer that used these tools to migrate 2700 drawings from IDEAS to Creo in 2 months to meet globalization and market demands.
The document discusses the results of a study on the impact of COVID-19 lockdowns on air pollution. Researchers found that lockdowns led to significant short-term reductions in nitrogen dioxide and fine particulate matter pollution globally as transportation and industrial activities declined substantially. However, the document notes that continued long-term progress on air quality will require systemic changes rather than temporary reductions from emergency measures.
Get Accepted to Stanford Graduate School of BusinessAccepted.com
This document provides tips and advice for getting accepted to Stanford Graduate School of Business. It emphasizes the importance of strong grades, GMAT scores, work experience, leadership experience, and compelling essays that demonstrate fit with Stanford's values and how an MBA will help achieve one's goals. Recommenders are also important. The founder of Accepted, an admissions consulting company, presented this information to help applicants strengthen their applications and show they belong at Stanford.
This document contains a presentation on various legal aspects of e-commerce. It discusses topics like intellectual property, privacy, cookies, terms and conditions, and legal training. For each topic, it provides brief explanations and considerations for businesses. The presentation emphasizes the importance of legal compliance and using the law as a marketing tool to build customer trust and confidence. It encourages businesses to make their legal information transparent, readable and ensure legal certainty on their websites.
10 Tips for Acceptance to a Physician Assistant (PA) Program Accepted.com
As you probably know, there isn't much admissions advice out there geared to PA applicants.
Here's to increasing the resources available for applicants to this rapidly growing field!
Im Gratis-Webinar "HTML5 & CSS3" geht es um die aktuellen Entwicklungen im Bereich Webdesign mit HTML und Cascading Style Sheets.
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Direkt HTML5 und CSS lernen? Im Kurs bei Eduvision werden Sie praxisnah fit gemacht. Bestellen Sie direkt die Kursbroschüre unter: http://eduvision.de/html5-css3
Increasing the Value of the Retail Store Channel;
• In an increasingly complex omni-channel retail environment, the retail store still plays an important role through offering an in-person brand experience.
• Offering added-value retail services is one strategy that can emphasize the value of visiting a store.
• These added-value services must be strategically tailored to specific customer needs in order to cause a significant impact on customer behaviour.
• There are various factors that contribute to the branding strategy (new brand or co-branded) of added-value services, such as service type, project timeline, and overall objectives.
How Touchpoint Mapping® can help you increase acquisition, boost retention, and drive brand loyalty by moving more of the right customers closer to your organization.
Managing customers for lifetime businessMoses Omondi
The document discusses customer relationship management and provides several models for understanding CRM. It outlines the IDIC model, Quality Competitiveness Index model, CRM Value Chain model, Payne's Five Forces model, Dasai conceptual model, Forrester model, and Maturity model for assessing CRM capabilities. It also provides a case study of a company, APEX Digital Imaging, that implemented Zoho CRM to better manage sales leads and saw improved lead generation and streamlined processes.
Today small businesses are facing a number of unique challenges when trying to grow business.
From shorter attention spans, higher expectations, and a need for instant gratification amongst customers ― even down to market clutter from the waves rising competition.
Here's a few big tips every small business should know to help you rise to the challenge and grow business.
Moving Beyond Customer Experience Towards Customer EngagementSeymourSloan
This document discusses moving from a focus on customer experience to customer engagement. It argues that customer engagement considers the two-way relationship between organizations and customers based on understanding customer needs. The document outlines seven areas to develop an effective customer engagement model: 1) Understanding customer engagement; 2) Defining a customer engagement framework; 3) Placing value on customer engagement; 4) Moving to an omnichannel engagement model; 5) Leveraging data; 6) Governance and accountability; and 7) Continually creating, iterating and reinventing the engagement model. The overall message is that effective customer engagement requires a holistic, data-driven approach and ongoing refinement to meet evolving customer needs.
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WTF: www.amazon.com/WTF-Business-Changing-Businesses-Experiences/dp/111845653X
BrianSolis.com
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WoolWorths & ITC Infotech experts' take on the role of loyalty programs
1. THE ROLE OF A LOYALTY PROGRAM
IN CREATING CONTEXTUAL
CUSTOMER EXPERIENCE
2. It is a red ocean
The role of a loyalty program in creating contextual customer experience strategy! However, the ones who did not, have
generated disproportionate shareholder value,
Ability to create and sustain a differentiated value despite operating under similar environmental
proposition is at the core of a brand’s competitive constraints.
advantage. However, many brands, across So, what have they done differently? Successful brands
industries, have eroded their once numerouno craft their unique propositions around aggregate
positioning, either because they failed to prevent customer experience and not just around product’s
others from replicating their propositions or they functional attributes. They constantly strive towards
failed to continuously create even transient knowing their customers intimately and engineer a
advantages. When battle amongst brands are contextual experience, which is both a necessary and
reduced to just incremental functionalities or sufficient condition for inducing attitudinal loyalty in
additional discounts, replicating each other’s customers. Once created, attitudinal loyalty raises
proposition is not insurmountable for any! As a perceptual exit barrier for the customer. This
result, in any given industry, strategy of top 25% “experience lead” differentiation is far more
players don’t seem to be markedly different. In sustainable than any form of tactical differentiation!
many B2C industries, almost every strategic
iterations seem to end with “mark-down”!
Experience is Contextual
According to an NRF study, retailers had lost about
USD 200 Bn in markdown, last year! Every shopper is different is his own rights. Some are
This competitive convergence has lead many consistently looking for some great bargains, some are
brands to direct their scarce resources towards early adopters where price is not just a consideration,
umpteenth futile product iterations and as an some need social acknowledgement and so on.
aftermath significant shareholder value was Clearly, the expectations from the brand tend to vary
destroyed. Unfortunately, in this obsession towards quite significantly, depending on customer profile,
products and portfolio, many brands seem to have persona or behaviour. Every shopper is broadly
missed “customer” as a central component of their defined by both need and behaviour coordinates.
While, brand purpose broadly defines the user
3. need segments, defining the behavioural retailer might invite all early adopters for a fashion
segments is about interpretation of data and show, exhibiting its new collection etc. Or, brand
facts lying across the enterprise. might communicate the launch of its upcoming
products to specific user groups, who have the
As the customer starts to engage with the brand, highest likelihood of adopting them etc.
brands become increasingly more aware of his Contextualized communication also includes
persona and behaviour. Translating those specific exposing “contextualized content” to the customers
consumer insights into “engagement principles” at relevant touch points.
and incorporating them into “everyday interaction”
with the customer is contextualization. Needless to +Contextualized entitlements: Brand grants
say, the higher the interaction, the higher is the entitlements to its consumers based on brand’s
potential of contextualization! understanding of their explicit (or even implicit)
need. Some airlines, proactively offer a free wheel
However, the scope and degree of contextualization chair to a second time handicapped traveller,
tend to vary quite significantly depending on firm’s without he having to fill out a special service request
capability and industry in which it operates. etc.
Broadly, the scope of contextualization includes the
following +Contextualized engagement: Brand engages its
customers in various capacities based on its specific
+Contextualized of fer: Brand makes insights of him. It can range from social engagement,
personalized offers / promotions based on affinity group formation to even co-creation!
customer’s purchase history. Transactional data Contextualized engagement is fast becoming an
is leveraged the most for making contextualized important capability to create stickiness with the
offers. brand.
+Contextualized communication: Brand Sum total of all of these contextualization effort
makes personalized communications based on culminate in “customer centricity”.
specific interest and characteristic attributes of
various customer profiles. For example, a fashion
The role of a loyalty program in creating contextual customer experience
4. Role of loyalty programs to contextualization. Loyalty grants brands the basic
capability to uniquely identify customers at each touch-
At its core, contextualization is really about points. Once the customer is identified, his transactions
connecting the dots of various facets of customer and interactions across all touch-points can be
behaviours! As customers engage, transact and aggregated to uncover his persona, albeit over time.
interact with the brand through multiple touch- Programs should encourage and incentivize customers
points, they tend to expose many facets of their to identify themselves regardless of when they
behaviours. Following are some of the typical facets engage, where they engage and how they
of customer behaviours which collectively represent engage with the brand, which is the Omni channel
a customer persona. approach.
+Explorative: It broadly represents the specific The role the loyalty has to play is to maximize the
interests of the customer. Explorative behaviour “exposed interaction” of the customer with the brand
often indicates intent to purchase both implicitly across every touch-point! The whole program design
and explicitly. philosophy should be built around that. The process of
contextualization is iterative and eventually program
+Consumptive: It represents what, how should shape the customer behaviour in the best
frequently and how much products / services the interest of the brand. That is how brands can gain top of
customer consumes. It explains the intensity and mind support and growth in market share.
affinity of consumption. To a large extent,
consumptive behaviour drives underlying Framework for connecting the dots: Aggregating
profitability of customer. different facets of customer behaviours across physical
and digital channels through transaction, navigation
+Inertial: It represents the underlying tendency of and interaction would help expose the right persona!
the customers to repeat a certain combination of Following is the illustration of which touch-points might
products / services. Inertial behaviour is useful potentially bring out which behavioural aspect of the
in optimizing cost to serve a customer customers
+Adoptive: It represents the overall engagement Once these behaviours are exposed to a reasonable
of the customer with the firm through both extent, they can either collectively or individually
financial and non-financial activities. Adoptive facilitate various contextualization interventions of the
behaviour to a large extent drives attitudinal brand.The diagram below demonstrates which
behaviour. behavioural aspects of customers might be leveraged
for which intervention +Sensitive: It represents the price sensitivity of the
customer. Customers, exhibiting very high
sensitive behaviour are likely to get defected
easily.
+Attitudinal: It represents the state of loyalty
customer is in. Very strong attitudinal behaviour
represents ambassadorship or wiliness to refer.
These behaviours, are often independent of each
other, and if left un-joined, brands can never unravel
the true persona behind them. The primarily role of
loyalty (in facilitating brand’s effort towards
contextualization) should be to help brands link
these various facets of behaviours and derive the
“true persona”, a capability, which is foundational
The role of a loyalty program in creating contextual customer experience
5. Contextualized
communication
Contextualized
Offer
Contextualized
Entitlement
Contextualized
Engagement
Consumer behaviour
Brand Intervention
Explorative
behaviour
Consumptive
behaviour
Sensitive
behaviour
Adoptive
behaviour
Attitudinal
behaviour
The role of a loyalty program in creating contextual customer experience
Store/Branch
Social
MobileApp
Website
Voice IVR Direct to Rep
6. Design principles of Loyalty Programs: Loyalty activities or the actions which are required from these
programs should be an integrated platform for perspectives and influence them through appropriate
continuously capturing input necessary for features and functionalities. Below diagram
contextualization, deploying contextualization demonstrates an illustrative configuration of loyalty, to
output and monitoring those for necessary both seek input and deploy output frompotential
iterations. Brands need to carefully identify all the contextualization perspective.
Guest recognition based on value
Preferential trade policy-sales preview, return policy
Till slip with savings comm.
wi-fi, co-brand card
Store/Branch
Social
MobileApp
Advanced self service functionalities
Differential accural rule for
online transcation
Combined currency tansaction
Preferential policy
Website
Voice IVR Direct to Rep
Advanced self service functionalities
Mobile wallet
NFC
NBO
Incentivization based on
Feedback
CTI
Prioritized issue resolution
based on loyalty score
Affinity Gruops
Gamification
Social currency
Social accural framework
Incentivization based on
Feedback
CTI
Prioritized issue resolution
based on loyalty score
The role of a loyalty program in creating contextual customer experience
7. The role of a loyalty program in creating contextual customer experience
8. Technology imperative Analytical CRM: Contextualization starts with firm
pulling together various islands of customer
Technology has to play both operational and information from various sources and creating a single
a n a l y t i c a l ro l e i n e n a b l i n g b ra n d ’ s view of customer. Once the single view is created,
contextualization effort. While the operational role analytical engine should look for best fit of the customer
should enable the overall contextualization into the one or more pre-defined segments and
processes, analytical role should focustowards subsequently contextualization guidelines of that
sharpening the contextualization framework segment would apply. Degree of contextualization
progressively. The continuum for contextualization would however depend on firm’s ability to create
should start with brand creating a “single view of relevant micro segments and differentiate the rules of
customer”. In the recent past, thanks to disruptive engagement based on that. For highly distinctive
technologies and proliferation of channels, behaviours, contextualization principles should apply
interactions are fast shifting from physical to digital to just one individual (n=1).Analytical capability
channels. So much so that, in the advanced should strive towards uncovering those distinctive
economies, traditional channels of engagement, at- behaviours and progressively driving the organization
best expose 50% of the customer persona! towards singular contextualization capability.
In the diagram below, we have tried to demonstrate
how analytical and operational CRM can come
together to enable iterative contextualization
process!
Analytical CRM Operational CRM
Create contextualization
framework
Create single view of customer Derive Persona Operationalize the framework Iterate the framework
Data aggregation to persona definition to Contextualization
Contextualized content Contextualized communication Contextualized offer Contextualized proposition Contextualized engagement
Profitability
Value
Service Preference
Satisfaction Customer RFM)
Profile (Demographics
Financial Index
Data
& Lifestyle
Usage Personal Data
Interests
Customer
Profile
Segment Propensity buy
to Relations
from
customer
to Propensity Revenue Response
Campaign
the Affiliation
leave/C C-churn
(Lifecycle Earn/Program Loyalty
Data
Customer Burn)
Data
Channel
Survey Preferences
Pattern
Lifetime Event
Preference
Lifestyle Behavioural Value Partner Preference
(LTV)
Segments
The role of a loyalty program in creating contextual customer experience Profitability
Satisfaction Index
Propensity to leave/churn
Behavioural Pattern
Segments
Propensity to buy
Customer Value
Usage Profile (RFM)
C-C Relations
Personal Data
Revenue from
the customer
Customer Lifetime Value (LTV)
Service Preference
Financial Profile
Segment Affiliation
Lifestyle Preferences
Partner Preference
Lifecycle Event
Demographics
& Lifestyle
Data
Customer
Interests
Campaign
Response
Survey Data
Channel
Preference
Loyalty
Program Data
(Earn/Burn)
Profitability
Satisfaction Index
Propensity to leave/churn
Behavioural Pattern
Segments
Propensity to buy
Customer Value
Usage Profile (RFM)
C-C Relations
Personal Data
Revenue from
the customer
Customer Lifetime Value (LTV)
Service Preference
Financial Profile
Lifestyle Preferences
Partner Preference
Lifecycle Event
Demographics
& Lifestyle
Data
Customer
Interests
Survey Data
Channel
Preference
Loyalty
Program Data
(Earn/Burn)
Segment Affiliation
Campaign
Response
Transaction Interaction 3rd party data Intent Propensity
9. Operational CRM: Operational CRM, on the other Contextualization effort should be continuously
hand, should enable the firm to identify the iterative. After each contextualized intervention system
“persona” of the customer across every touch-point should evaluate it for ongoing relevance and provide
at the very instance of interaction and apply the feedback to the existing framework. The most optimal
contextualization principles, as appropriate. It framework could take time to emerge, depending on
should also help close the feedback loop and system’s iteration capability.
sharpen the contextualization principles for tighter To make this iterative process more effective, firms engagement in the future. The key to this capability should encourage a two-way communication with the is to customer in addition to system’s capability to interpret
+Map the right contextualization aspect (content , relevance of any contextualization effort (made
communication, offer, entitlement, engagement towards a particular persona). Operational system
etc.) with the right channel should facilitate this feedback capture process and
funnel it back to the contextualization rule hub for
+Ensure consistent contextualization across
channels appropriate calibration.
Operational capability should ensure that all the
touch-points are being fed off a central
contextualization hub which stores both the single
view of customer and the entire repository of
contextualization rules.
• Contextualized engagement
• Contextualized offer
• Contextualized communication
The role of a loyalty program in creating contextual customer experience
Profitability
Satisfaction Index
Propensity to leave/churn
Behavioural Pattern
Segments
Propensity to buy
Customer Value
Usage Profile (RFM)
C-C Relations
Personal Data
Revenue from
the customer
Customer Lifetime Value (LTV)
Service Preference
Financial Profile
Segment Affiliation
Lifestyle Preferences
Partner Preference
Lifecycle Event
Demographics
& Lifestyle
Data
Customer
Interests
Campaign
Response
Survey Data
Channel
Preference
Loyalty
Program Data
(Earn/Burn)
• Contextualized content
• Contextualized offer
• Contextualized communication
• Contextualized interaction
• Contextualized offer
• Contextualized engagement
• Contextualized offer
• Contextualized communication
• Contextualized offer
• Contextualized communication • Contextualized communication
10. Architecture for execution
Following is the conceptual blue-print of how these operational and analytical capabilities would come together
for flawless execution.
Multi Channeldelivery
Business Process Layer
Research to Consider Consider to Purchase Purchase to recommend
Content
Marketing
Product
Development
Campaign
Management
Loyalty
Management
Business Services Layer
Search Browse Selection Checkout Self-service Feedback Track
Contextualized content Contextualized offer Contextualized engagement
Rule based
decisioning
Activity
monitoring
Business rule
management Analytics Session
Contextualization Hub
Single view of customer across all attributes and an integrated rule engine
Information Layer
DW Customer Product Content Knowledge
The role of a loyalty program in creating contextual customer experience Adapted Member
Service
Reputation
Management
Management
Community
Management
base For the company
from Oracle reference CX architecture
For the customer
The top layer shows various devices and touch- The contextualization hub is the central repository of
points those are supported by customer experience single view of customers across all attributes and all
reference architecture. contextualization rules.
Business process layer demonstrates the processes Information layer illustrates the information required to
provided by the solution from both customer and the support a consistent, seamless contextualization across
brand perspective, all supported by Business all perspectives.
Process Management capability.
Business services layer also shows the necessary
capabilities from both customer and the brand
perspective. Underlying business services is the
data and the service integration capability that
provides the glue that brings all the data and
services together into a comprehensive, unified
solution.
11. Conclusion
While most firms acknowledge the growing
importance of contextualization, they often fall
short in both strategizing and executing it. Brands
should not limit loyalty programs to just a mean for
instant gratification. Instead they should leverage it
for driving holistic contextualization interventions.
Tomorrow, the extent of contextualization capability
would potentially determine the strength of
competitive advantage!
Few players have already identified contextualization
as a powerful force and started to reconfigure their
loyalty program towards that objective.
Woolworths, South Africa is a case in point. They
are on a journey to continuously trying to steer their
market leading loyalty program “WRewards”
towards an integrated contextualization platform.
By linking historical data of customer transactions,
interactions and by leveraging analytics,
Woolworths is able to discover multiple customer
personas and create appropriate contextualization
framework to engage customers beyond just
transaction and the results are already prominent! In
their industry, they are already beating the best in
loyalty penetration, customer attrition and
acquisition cost amongst other metrics.
The role of a loyalty program in creating contextual customer experience
12. Authors
Indranil Das
Associate Partner and Global Practice Head
Loyalty Business Consulting, ITC Infotech
Pieter Twine
General Manager
W Rewards and My School, Woolworths South Africa
Anupama Kavoor
Associate
Loyalty Business Consulting, ITC Infotech
About ITC Infotech
ITC Infotech, a fully owned subsidiary of USD 7 billion ITC Ltd, provides IT services and solutions to leading global
customers. The company has carved a niche for itself by addressing customer challenges through innovative IT
solutions.
ITC Infotech is focused on servicing the BFSI (Banking, Financial Services & Insurance), CPG&R (Consumer Packaged
Goods & Retail), Life Sciences, Manufacturing & Engineering Services, THT (Travel, Hospitality and Transportation) and
Media & Entertainment industries.
For more information, please visit http://www.itcinfotech.com | Or write to: contact.us@itcinfotech.com