1. 6. Communication
• Unless your loyalty program is communicated to your customers
and potential prospects in a clear and compelling way, it’s not
likely to make much of an impact on your business.
• New Zealand Telecom “Talking Points” – auto enrolled every
customer; 90% didn’t even know the program existed.
• Regular communication

2.  Thank customer immediately upon purchase/membership
whether it is through a triggered email upon registration,
a welcome phone call, or even a thank-you “gift”
 Continue to reinforce product/service benefits to
customer throughout their relationship with the brand.
 Ensure that the customer feels part of something
“special.” Examples include tasks as simple as
personalization in all communications, to offering
exclusive member discounts

3. 7. Continuous Improvement
• Just like any relationship – Loyalty Programs must be
continually enhanced
• New rewards; new ways of earning them
• New benefits
• “Innovate on the customer’s behalf”
• Continue to provide unexpected value, exclusive offers “for
members only”

4. Loyalty is not
black and white

5. • Most customers do not simply defect - they change their
spending level or behavior
• These are not lapsed customers - but lapsing customers
• Because of their larger number, this has a bigger impact on
profits
• For example, a phone company found that 90% of it’s loyalty
opportunity came from reaching out to customers who had
dropped call-waiting or cancelled a second line.
• Retail stores, credit cards, airlines - all have to manage that
downward migration

6. Can you Create Loyalty
without
a Loyalty Program?

7. Building Loyalty without a
Loyalty Program
Trish Mathe,
Vice President, Database Marketing,
Life Line Screening

8. Company Overview
 Life Line Screening Inc. is the leading provider of
community-based preventive health screenings in
the United States
 The mission is to make people aware of
unrecognized health problems and encourage
them to seek follow-up care with their personal
physician
8

9. Why Screen: Disease
Prevention and Management
 Disease can be present before symptoms
occur
 Doctors do not prescribe testing for
asymptomatic individuals without other
relevant risk factors
 Resulting Problem: Individuals remain at
risk for a catastrophic event
A Solution: Preventive Screenings
9

10. Screening Process:
Participant’s Experience • “Results Letter”
Participant Screened At mailed within 3
Local Venue: weeks.
Screening Church, Club, Community
• Advised to share
Scheduled Center
with physician for
appropriate
follow-up.
• If anything critical
participant is
provided a
Results are reviewed “Doctor’s Review
by a board certified Kit” immediately
physician and advised to go
to a physician or
emergency room
within 24 hours.
10

11. Life Line Customer
Relevance Phase I
• Phase I Medically Appropriate
• One dimension– Results
• Drives personalized screening recommendations
Original Medically Appropriate
Rita
• 63 YO; LS: 7/20/07 Rita-specific
• Carotid: normal messaging
• Risk factors: family
history, weight
Dan Dan-specific
• 63 YO; LS: 5/2/07 One size fits messaging
• Carotid: significant all messages
• Risk factors: & sequence
age, gender
Pat-specific
Pat messaging
• 71 YO; LS: 2/20/07
• Carotid:
mild/moderate
• Risk factors: total
cholesterol >200
11

12. Phase I Results
Response Rate Revenue / Person Profit / Piece
5.0% $150 $5.0
4.5% $145 $4.5
–5.9% +29.5%
4.0% +32.9% $140 $4.0
3.5% $135 $3.5
3.0% $130 $3.0
2.5% $125 $2.5
2.0% $120 $2.0
1.5% $115 $1.5
1.0% $110 $1.0
0.5% $105 $0.5
0.0% $100 $0.0
Medically Appropriate Tests
Control (Rosenspan Personalized)
12

13. Phase II Results
• Winback is an example of Phase II segmentation
• An offer was customized for a specific group of lapsedcustomers
• The discount was only given to customers that needed incentive to respond
• Results show response was 2.5x greater with a special $99 offer
2011 Revenue Driven by Winback
600000
500000
400000
Winback Lift
300000
Revenue w/
Control
200000
100000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
13

14. Phase III
Artery Image: Moderate CA Results
• Sample Creative
Learnings $170 $163 2.50%
$160 $150
• Artery Image was tested on Letter 2 2.00%
$150
customers with a Mild/Moderate CA
$140 1.50%
result. 2.06%
$130 1.00%
• Test group is out-performing control
$120 1.26%
group with a 99% statistical 0.50%
significance and has a larger Rev/Per $110
with a variance of $13. $100 0.00%
Moderate Control
Result Rev/Per
Take-Aways RR%
• Test again in October and apply to a larger crowd of different Package offers.
Use a combination of customer segments
Demographics, screening
behavior, prior results
AND
and micro-segments, based on risk (high
blood pressure, high cholesterol, diabetes
and family history)

15. So, Life Line Screening has built loyalty
without a loyalty program
• By continuing to focus on and learn from the customer, we continue to
enjoy increases in all of our customer performance metrics…including NPS
• By not “selling” we build
Credibility, so customers buy
More and recommend us more Life
Line at
• Voice of the customer research 74%
Gave us permission to be more
In our customers decisions around health and
wellness.
• What’s next? Website re-design focusing on
Education, not selling. Educational video both
Digitally and at the event. LLS community: lifelonghealth.com

16. The Future of
Loyalty Programs

17. 4 Predictions
• More companies will offer them; more consumers will choose
them
• They will have highly personalized, money-can’t-buy or
experiential rewards
• They will be tailored to reward only the most active, involved
customers - not just those who spend the most
• They will be driven by Apps, not cards
• What do you think?

18. Any questions?

19. Thank you…
now here’s a treat!