Michael leander

Защо най-добрите световни програми за лоялност използват автоматизиран маркетинг и как и вие можете да го направите

Sofia Loyalty Marketing Conference

Майкъл Леандер

Which is the biggest reason for customers leaving you ?

• Clique para editar os estilos– Segundo nível– Terceiro nível

• Quarto nível– Quinto nível

Influenced by friends

Turned away byindifference

Attracted by competition

Indifferent examples from my life• The bank - > only when they want something from me

• The utility -> only when terms change

• The insurance -> only when trying to up/cross-sell me, but no alert on policy renewals

• The airlines -> useless offers every week

• The hotels -> even more useless offers weekly

Our challenge and the next 25 minutes

>> why world class loyalty programs use marketing automation and why you should too

>> how to ensure frequent and relevant communication to your most valuable customers

>> how to get a competitive advantage through a smarter approach to social conversations

Leave your business card to sign-up to get loyalty marketing newsletters

Ask yourself;how many positive interactions does it take to change a negative perception or indifference?

How many negative interactions to reverse the perception?

Measure the customer experience and refer individual feedback to your database- Ask

questions

- Store satisfaction score on individual customer

- Use in segmentationTop Tip

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A few words about social & loyalty

Tips about social

• Take an active part in the conversation

– Open & honest– Transparent– Responsive

• Leverage your social reach to engage audiences whom then in turn engage others

• Use reputation / influence scores to differentiate VIP’s even if they are not VIP customers yet

World class marketers understand movements in buyer behavior changes

Your audience exposed to 4-6.000 ad messages per day & times are changing

OTS* high to get a reaction

No sex on the

first date

*OTS = Opportunity to see

Referral & recommendation

Latency increase

incubationtime

Get more inspiration http://www.zeromomentoftruth.com

http://www.zeromomentoftruth.com/

http://www.zeromomentoftruth.com/

Short attention span, loads of intrusion- how do you cut through the clutter?

Brain

filter

Do I know you?

Do I need you?

Can I trust you?

MIN

DBOX

Unique passionateemotionalauthentic

c - focusedinteractivemeaningful

…

How to get into the Mind Box?

Add frequency

to that, buddy !

The ultimate customer experience – think automation• Click to edit Master text styles

– Second level– Third level

• Fourth level– Fifth level

Ask:How can I deliver a great customer experience wherever I interact with my customers?

How can I utilize all customer touch points for maximum benefit to me and my customers?

How do I align that with my ROMI and other objectives?

why world class loyalty programs use “smart” marketing automation and why you should too

how to ensure frequent and relevant communication to your most valuable customers

They want to remain interesting to the individual customer continuously Question is how do you remain interesting to the customer?- Frequency- Relevancy- Value add

Days since last purchase

They want to get away from thisscenario (happens everyday)• Clique para editar os estilos

– Segundo nível– Terceiro nível


SAS SUCKS

Member for 19 years

Wife, au pair & 3 childrenTransaction

volume in excess of€ 250.000

Average 8 flights

pr. month with Star Alliance

Super connected

Strong voice in social space

Last flight 10 days ago

Lifetime: Another25 years

They want to divorce their brand fromthis pathetic stat

… and be part of this stat



Create meaningful customer segments - try to spot the unprofitable customers & remember One Size Doesn’t Fit All

This 28% lost 22% of the bank’s profits!

Bank Customers by Profitability

79.67%

24.82%15.83%

1.52%

-21.83%

-40.00%

-20.00%

0.00%

20.00%

40.00%

60.00%

80.00%

5% 11% 28% 28% 28%

Marketing automation drives ROI

• Marketing automation drives a 14.5 percent increase in sales productivity

• and a 12.2 percent reduction in marketing overhead

Even simple marketing automation based on behavior will increase marketing ROI 27

Simple marketing automation



Day 1 Day 3

OTS = Opportunity to See

must increase

• Remember: people take longer time to make a decision• Higher frequency will not hurt you as long as you

are well established in the Mind-Box• In digital marketing, be sure to differentiate messages

based on open, clicked, no action

Quick Win examples based on your industry• Appreciation <<< • Revenue generation• Increase customer experience• Lead generating• Referral generation• Follow-up for increase conversion• Etc.

Get the rest at theworkshop tomorrow

Let’s talk about how to and what to do

(c) Michael Leander Nielsen, 2009

32

Differentiated

Communication shows

customer care

Map the customer journey

Predict customers immediate needs,future needs, quality of past experiences



• The buying center DIO: decide, influence, obstruct• Map customer satisfaction and leverage RFM & loyalty scoring in your communication• Know where the friction is, know where/when new opportunities arise

Refine customer profiles and investsmartly in building the best database• A good database will

increase your competitive advantage

• Permission marketing implementation is a must

• Continuously appending knowledge to your customer profiles sets winners apart from losers

• Relevancy, timing, precision targeting

What is essential for you to know about your target audience?

36

Attitudinal data- Opinions - Preferences- Needs- Desires

Interaction data- Offer/order- Click behavior online- Response behavior- Referral behavior

Profiling

Historic data• Orders• Transactions• Usage history• Payment history Orders

Personal data• Attributes• Characteristics• Misc. info• (Geo)demographics

Match content and offers to stages –use persona’s if relevant to your situation



Prerequisites> Profile insights> Content to match> Good database &marketing executionsystem> A clear objectivedriven plan on whatyou want to accomplish

See case study – integrated campaign



See the campaign case study here

http://www.michaelleander.me/blog/direct-marketing-case-study-a-prime-example-of-integrated-direct-marketing/

Smart loyalty marketers focus on

THE NEXT TRANSACTION

The rest focus onTHE LAST TRANSACTION

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Michael Leander is an internationalmarketing speaker.

Find him herehttp://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com

Questions, comments: send an email to [email protected]



http://www.twitter.com/michaelleander

http://www.michaelleander.me/

http://www.michaelleander.com/

mailto:[email protected]

See examples of these senses applied – get the case studies

What your audience expects

What your audience experience

Automate your inbound and outbound marketing efforts wherever it makes sense

Personalized with title and name Targeted relevant offer

Image and copy based on life stage

• Clique para editar os estilos– Segundo nível– Terceiro nível• Quarto nível

– Quinto nível

So what is loyalty and how does it deliver profits to you?• Reel Loyalty = Retention

– Best managed through RFM

• “Social” Loyalty = Sharing your message, which in turn may attract new customers

• Refound/renewed Loyalty = Change of perception and became satisfied & loyal again

How to work with profiling (B2B example)



BANT = Budget, Authority, Need, Timeline

Remember: No profiling results in very poor segmentation

Establish relationships and managethese relationships smartly

How do most people make buying decisions?

With logic With emotions

Buyers don’t make logical, rational buying decisions. They

make emotional decisions and then justify those decisions by rationalizing them

after the fact.

70/30

The ultimate customer experience – think automation• Click to edit Master text styles

– Second level– Third level

• Fourth level– Fifth level

Ask:How can I deliver a great customer experience wherever I interact with my customers?

How can I utilize all customer touch points for maximum benefit to me and my customers?

How do I align that with my ROMI and other objectives?

Understand your customers and learnabout their behavior

Michael leander

Business