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
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
13. Using data driven insight to
engage customers
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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?
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
