ICLP: Retail Bulletin Conference Highlights

Nov 2, 20110 likes489 views

Loyalty programs should be used to gain customer insights in order to enhance the customer experience and influence customer behavior. A loyalty program on its own is not a strategy, but rather it pays the price for customer data that can then be used to engage customers through relevant communications based on their needs and interests. The key is balancing customer and brand needs through honest, reliable, and problem-solving relationships built on trust.

Love theory
Liking

Romantic Companionate

Infatuation Fatuous Empty

In your customer relationships where are you
strongest?
A – Intimacy
B – Passion
C – Commitment
D – None of the above

ICLP: Retail Bulletin Conference Highlights

Acquiring data through value
exchange

Engagement channel

Customer task

Commercial goals

Using data driven insight to
engage customers

Viyella: Shop our be s ts e lling ne w colle ction!

If you cannot see this email please, click here to view in a new brow ser. Don't f orget to add
inf o@email.viyella.co.u k to your address book.

Home Products Collections Petite Stores Clearance

Conclusion…..ask yourselves

1. What quality of customer understanding exists throughout
your business?

2. Do your propositions and business practices reflect the
needs of the customer?

3. Are your customer relationships working for both parties?

Thank you
phil.szymala@iclployalty.com
twitter @iclp_london

This document outlines how analyzing customer data can help businesses improve relationships and increase sales. It recommends capturing customer feedback, perceptions, experiences, behaviors, and information to analyze trends. Businesses should then segment customers and tailor marketing, services, and products. The goal is to increase positive word of mouth, build loyalty, target inactive customers, and engage customers to ultimately increase sales.

Referral Marketing RewardPort - India's No 1 Loyalty and Reward Managers

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This document welcomes the reader to the future and discusses brands, expectations, and how market research helps discover and quantify people's expectations and experiences. It notes how research has evolved from interviews and surveys to using social media, customer relationship management systems, and ethnography. The document stresses that after research is conducted, companies can innovate and create value for customers. It provides contact information for the speaker to learn more.

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This document discusses the importance of relationships in driving business success. It argues that relationships provide competitive advantages like differentiation, stronger ROI, and more opportunities. The key is to view business through the "lens of relationships" and leverage one's relationship capital, including relationships with clients, suppliers, associations, and employees. Rather than focusing on transactions and selling, businesses should focus on collaborating through warm introductions and building trust over time. Nurturing relationships through generosity, trust and respect can create a "relationship megaphone" that strengthens existing relationships and leads to new business opportunities through referrals from satisfied clients.

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Mark Britton - Customer Service and Your FirmClio - Cloud-Based Legal Technology

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Customer Experience Myth Busting “Customer Experience” is quickly becoming a catch-all to describe anything that is remotely related to customers. This presentation will bust some of the most commonly understood myths out there and set the record straight: - Myth 1: Customer Experience is the same as Customer Service. - Myth 2: It’s nice to do but it’s not going to impact the bottom line. - Myth 3: It’s only relevant to retailers. - Myth 4: You’re sorted if you have a customer experience department.

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This document outlines Richard Mulvey's Power Series for creating raving fans out of customers. It discusses moving beyond just satisfied customers to develop a customer service vision through getting customer feedback. Key aspects that help create raving fans are focusing on products and services that meet customer needs, having good customer service from employees, and effectively handling complaints. The goal is to transform customers into fans who keep returning and promoting a business through their experiences.

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��

The electricity retailer commissioned a survey to measure customer satisfaction with various touchpoints and identify areas for improvement, as some customers used brokers while others dealt directly with the company. The survey found moderately high overall satisfaction for the company but even higher satisfaction for brokers. It identified customer service as the most important but least satisfying area, especially around resolving issues quickly and agent knowledge. This provided leverage in contract negotiations with the outsourced customer service provider, resulting in a new contract with savings of $400,000 annually and specific performance metrics based on the survey results.

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If today’s Brand/Agency relationships started on a dating site, it would be Tinder, not OKCupid. Whereas brands once signed an agency of record for decades at a time, that sort of loyalty is going extinct. According to the Bedford Group, “Client/Agency tenure has shrunk from more than seven years to less than three years.” Industry strategist Avi Dan states, “More than half of agency reviews backfire within a few years.”

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This document discusses customer engagement and provides a pragmatic approach for measuring customer engagement at the Bolton Group. It introduces customer engagement modeling, which assigns weighted values to customer actions like website visits, coupon printing, and social media interactions. These interactions are tracked in a customer database to calculate a customer engagement score. Calculating engagement scores allows companies to better understand customer preferences and target communications more personally.

CEXIBIZ - Why customers prefer and recommendZwi Fainberg

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This document provides an overview of strategies for businesses to become preferred and recommended by customers. It discusses the importance of focusing on quality, trustworthiness, professionalism, accessibility, efficiency, flexibility, caring, innovation, and maintaining relationships. The author advocates defining quality standards across the entire customer experience and continuously improving based on customer feedback. Becoming the preferred and recommended option requires exceeding customer expectations at every touchpoint.

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RingCentral Social CareRingCentral, Inc.

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The document discusses the evolution of CRM from a company-focused process to a more customer-centric social CRM approach. It highlights that while many customers now engage with companies through social media, most brands are still failing to respond effectively to customers in these channels. The document provides tips on how to implement a successful social customer care program by prioritizing social channels, establishing response teams and processes, integrating social profiles into CRM systems, and training customer service representatives to engage on social media.

Using customer segmentation and insights to create loyalty - Efma Conference ...Roxana_Hidan

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The document discusses using customer segmentation and insights to create loyalty. It outlines how OTP Bank Romania used segmentation to categorize customers into profitable "green" and "potential green" segments versus less profitable "orange" and "red" segments. The bank then conducted additional research to understand customers' motivational triggers and establish behavior patterns. This helped OTP Bank Romania design a simple, timely, and mutually beneficial customer loyalty program with key steps like computing average expenses, awarding points, and simulations to estimate program impacts. The document emphasizes that understanding unique customer segments and their needs is essential to maximizing retention of the most profitable accounts.

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This document discusses how mobile search marketing can be used to drive customer acquisition and engagement for an automotive glass repair company. It provides examples of how geo-targeting, device targeting, and international targeting can be implemented in mobile search campaigns to improve performance metrics like click-through rate and cost per click. International sales represented over 28% of the company's revenue, demonstrating the ability of mobile search to reach customers globally.

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TeleFaction offers companies tools to increase customer satisfaction, loyalty, and sales through real-time customized feedback. They listen to customers to understand their experiences. The presentation discusses why managing customer experiences is important, compares customer experience management to customer relationship management, and provides a case study of how Danske Bank uses feedback to improve customer satisfaction. It also provides tips on how to successfully manage customer experiences.

Marketing Essentials: Marketing BasicsVistaprint

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The document provides tips and questions for small business owners to develop a smart marketing strategy. It discusses determining the ideal customer, identifying marketing goals and channels, creating targeted messages, and measuring return on investment. Key questions include identifying the primary marketing goal, who the ideal customer is and why they buy, how to find and communicate with customers, and knowing if marketing is working. The document emphasizes the importance of integrated marketing across channels to support business goals.

Brand your businessMacInnis Marketing

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Loyalty ReportSallie Burnett

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Delivering on the one-to-one promise is not a one-time exercise. It's an ongoing pursuit that is continuously measured and refined. Learn the ten critical success factors to cultivating profitable customer relationships. We share these with you as key benchmarks to any successful loyalty marketing program. More CRM and Loyalty Marketing Resources Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/ eBooks: http://www.customerinsightgroup.com/white-papers Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops Systematic New Loyalty Program Development: http://www.customerinsightgroup.com/systematic-new-loyalty-program Pinterest: http://pinterest.com/engagekeepgrow/ Who is Customer Insight Group? Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client work is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our team’s client experience includes: NHFA, Thomasville Furniture, The Maxim Group Carpet Franchise, Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, Monroe and Main, Swiss Colony, Midnight Velvet, MySwingle.com, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy Furniture Franchise, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Stein Mart, Tommy Hilfiger, Ulta, as well as various other leading companies.

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The document provides guidance on developing a proactive customer care strategy. It outlines a 5-step process: 1) gain customer insights, 2) determine a customer experience vision, 3) review internal processes, people and technology, 4) develop a strategic plan, and 5) implement and measure impact. Key recommendations include focusing on reducing customer effort, prioritizing frequent transactions, having a single customer view, and demonstrating quick wins to gain support for sustainable change. The overall aim is to protect and increase customer value by making it easy for customers through proactive engagement and care.

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This document discusses new opportunities for businesses to create participation commerce experiences at scale by involving customers, employees, and partners in product development and continuous improvement. It emphasizes that companies need to understand customer emotions, know what customers want them to become, and make business more human by focusing on the user experience. Participation commerce can involve customers submitting and collaborating on ideas through discovery, challenges, and integration with maker communities. The document recommends that companies strive for relevance by contributing to cultural shifts, understand customers' emotional needs to drive future growth, and co-create products and services that customers want to discuss and purchase through participation.

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ICLP: Retail Bulletin Conference Highlights

2. Relationship counselling

3. Balancing customer and brand needs Honesty Reliability Fun Honesty Listening Problem solving Problem solving Rewards Loyalty Advice Value Challenge/debate Discounts Trust Information Social benefits Card Gratitude/recognition

4. Love theory Liking Romantic Companionate Infatuation Fatuous Empty

5. In your customer relationships where are you strongest? A – Intimacy B – Passion C – Commitment D – None of the above

6. Industry benchmarking

7. Brand ICLP Loyalty Toolkit • Reward • Recognition • Interactivity • Communications • Operations Customer Insight © ICLP Loyalty Triangle Product Relationship

9. Is there such thing as an ideal loyalty programme?

10. A loyalty programme is not • a strategy • an end in itself A loyalty programme is • the price you pay for customer insight • a gateway to enhancing customer experience • a gateway to influencing customer behaviour

11. Acquiring data through value exchange Engagement channel Customer task Commercial goals

12. The hook

13. Using data driven insight to engage customers Viyella: Shop our be s ts e lling ne w colle ction! If you cannot see this email please, click here to view in a new brow ser. Don't f orget to add inf o@email.viyella.co.u k to your address book. Home Products Collections Petite Stores Clearance

14. The impact of people

15. Conclusion…..ask yourselves 1. What quality of customer understanding exists throughout your business? 2. Do your propositions and business practices reflect the needs of the customer? 3. Are your customer relationships working for both parties?

16. Thank you phil.szymala@iclployalty.com twitter @iclp_london

Editor's Notes

#2: min)Good morning, my name is Phil Szymala, I’m Business Insight Director for ICLPYou may not know that loyalty marketing is 30 years old this year, American Airlines launched the first FFP in May 19816 years later ICLP, the company I work for were set up as the world’s first specialist loyalty agency, since then we have gone onto add value to over 250 programmes across every continent in the worldWorking with clients such as Harrods, AS Watson, Porsche, Man United and Alfred DunhillWhen people talk about loyalty you hear different points of view. My passionate belief is that loyalty is simply about people, understanding, empathising and positively influencing. It is the people side I am going to explore in detail today

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ICLP: Retail Bulletin Conference Highlights

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