Drive profit and win consumer loyalty with deeper connections

Hinweis der Redaktion

1. 41% of UK online businesses are unable to track repeat buying and browsing on their websites (source: The Drum, April 2013,http://www.thedrum.com/news/2013/04/22/barclays-research-finds-41-online-businesses-uk-cant-track-repeat-buying-and)41% of online revenue comes from returning/repeat visitors who represent just 8% of all visitors (source: Adobe Digital Index, September 2012, via Econsultancyhttp://econsultancy.com/us/blog/10691-the-value-of-existing-customers-infographic)Loyalty stats (source: Zendesk, October 2012, via Econsultancyhttp://econsultancy.com/us/blog/10908-infographic-what-makes-customers-stay-loyal)
2. In terms of points there are essentially three positions for where a customer can be – new, existing or lapsed. And the same for brand – high appeal, low appeal or agnostic. There are clearly varying shades within each axis but overall there are nine positions where a customer may beAnd as they move from top left to bottom right, the risk level increases. Your goal is to not let them fall into the bottom right quadrant. If you can execute the correct engagement plan this needn’t happenBut before looking at methods of retention, let’s look at some scenarios across different industries to see what these nine different positions could mean in real life…
3. 24 years oldOffice worker. Works 9am to 5.30pm in the centre of town. It’s his second job. Earns around £18kSingle. No girlfriendLives with his parents and younger brother Sam, 19His life is football, beer and Facebook. Work just gets in the wayHe plays footy with his mates twice a week and is a massive Blues fan like the rest of his familyFridays and Saturdays are for drinking with his mates. Sundays are for recoveringHis phone is pretty much an extra limb – he’s constantly texting, on Facebook or reading newsHe’s just bought his first season ticket (he planned to do it last year but then blew his budget in Ibiza)He can’t wait to go to his first match this weekend as a season ticket holder. His best mate has had one for a couple of years now
4. 49 years oldLorry driver. Leaves the house at 8am and gets back just after 5pm. Earns around £16k a yearHis wife is Linda, 47. They’ve been married for 20 years. She works day shifts in a care homeThey have two children – Jimmy, 17, and Kerry, 14. Jimmy’s bright and has worked hard at school so he can go to university next year. Kerry isn’t academic, she prefers dramaHe lives for Linda and the kidsHe doesn’t have any hobbies – by the time he’s got in from work, had his tea and watched the telly he hasn’t got the time…or the money. His only extravagance is his and Jimmy’s season ticketGoing the game with his lad is his main pleasure at the weekend and if he’s not doing that he’s fixing the car or running Linda roundHe occasionally (couple of times a week) has a browse on Linda’s laptop – checks his email, looks at Facebook, reads the sport news, etcHe’s always been a Blues fan but has been a season ticket holder for the last seven years – he took Jimmy the match for his 10th birthday and his lad loved it that much that Billy started cutting back a bit so they could go (him and Linda used to go the pub on a Friday night but they knocked it on the head) and they’ve been to every home match together sinceHe goes the match more so to spend time with his lad than for the footy. They go for a pint after the game…Jimmy’s 18 in six months (Linda would go mad!)He’s made up Jimmy’s going to uni but he’ll miss going the match together. It’s only 50 miles away and Jimmy’s said he’ll be back every other week but Billy thinks once he starts his new life he won’t bother coming home that muchBilly religiously buys him and Jimmy’s season tickets every year, taking advantage of the early bird offer that saves him £100, but without Jimmy around he probably wouldn’t go so he hasn’t bothered renewing their seats yet this year. Plus Linda is nagging him to go on holiday this year so a few hundred pounds would come in handy
5. 55 years oldEngineer. Works part-time four days a week, 8am to 4.30pm. Earns around £10k a yearHe’s married to Gloria, 57. They’ve been married for 32 years. She’s retiredTheir three children have left home. They have two grandchildren – five-year-old Emily and two-year-old Lauren who live 200 miles awayHe’s anything for a quiet lifeWhen he’s not working he likes gardening, going on day trips with Gloria and making homebrew (mild for him, wine for Gloria but he has the odd glass)Weekends he gets dragged round the shops by GloriaThey’ve got a computer which he uses nearly every day to Google ailments, order his homebrew kit, Skype his grandchildren and email his children while they’re in workHe’s been a Blues fan since birth and a season ticket holder for 15 years – Gloria and his kids clubbed together for his 40th birthday to buy his first oneHe’s been to nearly every home game week in week out for 15 years but missed the last threeHe’s become a bit disillusioned with the game recently…it’s become detached from its roots – real men playing in front of real crowds and is instead about money, self-interest and funny hairdosIt’s six months till season ticket renewal. It’s slowly becoming a waste of money
6. 21 years oldBusiness studies student in his final year of universityHe shares a house with two mates and his girlfriend Kayley who’s studying EnglishHe hates shoppingMost week nights he’s catching up on revision – he didn’t do as well as he’d hoped last year so he’s paying for it nowAt weekends he and Kayley like hiking, cooking and socialising with friendsHe has a PC and uses it mostly for uni work, Facebook occasionally and hiking forumsHe bought a pair of hiking boots from ABC Clothing 18 months ago just because they were the cheapest he could find (Kayley found them for him)Since then he’s had umpteen emails from them about the same brand, sales, new products, etc but he deletes them without opening every time, they’re a nuisance
7. 22 years oldAdmin assistant in an estate agent. Works 9am to 5pm in the centre of town. Earns around £14kSingle. No boyfriendShares a flat with two friends about five minutes from the officeLife is all about partying on a Saturday nightWork is hectic and she barely gets time for lunch. She constantly clock watches until 5pm when she can shop online with her tablet and look at FacebookShe trawls websites every night looking for the latest trends for Saturday…she has to be wearing something new every week but doesn’t have much spare cash so shops around a handful of budget clothing sitesShe loves Facebook…couldn’t live without it. If she’s not posting statuses she’s writing on other people’s wallsHer best mate who’s also a bit of a fashionista has just become a fan of ABC Clothing so she’s liked the page too. She doesn’t want to miss out so has a look at the site and finds they’ve got a copy of the dress Cheryl Cole was wearing on telly last night, it’s only £24.99. It’s Friday at 7pm but if you order by 9pm she can have it by 4pm tomorrow so she can wear it that night! Delivery is £9 but it’s worth it to have that dressThe dress doesn’t arrive on Saturday. She’s waited in all day and is livid. Customer service is shut so she takes to Facebook…
8. 44 years oldHousewifeShe’s married to Robert, 50. They’ve been married for 15 years. He’s a sales repThey have three children – David, 15, James,13, and Thomas, 11She’s always busy running after Robert and the boysShe does a spin class twice a week and likes to relax by surfing online every night and catching up on emailsWeekends are spent driving the boys round to their various clubsShe’s always online whether it’s via her phone, tablet or laptopShe’s been a customer of ABC Clothing since they were established – every September she buys the boys new trainers to go back to schoolSo didn’t this year as the pair two of them wanted weren’t in stock so she went to a store and actually got them cheaperShe would have preferred to get them online as it’s such a hassle travelling into town
9. 27 years oldPostman. Works 5.30am to 1pm. Earns around £17,000Lives with his girlfriend Michelle, 25, who’s a primary school teacherHe enjoys nothing more than chilling outHobbies were eating out but recently he noticed he’s putting on weight so has decided to join a gym. He’s never set foot in a gym in his lifeAs he’s out every morning walking, he tends to do all his shopping, bills, etc online in the afternoons on his laptopHe joined Dukes Gym last week and had his induction. It went okay but he can’t see himself going more than once a week. He’ll probably stick with it till his holiday in six weeksHe’s going to his first session tomorrow and is nervous
10. 38 years oldSupermarket cashier. Works part-time shifts. Earns around £8,000Lives with her partner Richard, 40, who’s an electricianThey have two children – Emma, 5, and Danny, 7 After work is done, much of her time is taken up looking after Richard, the kids and the houseHobbies are lunch with the girls once in a blue moonShe tends to have a sit down at 2pm when she gets a bit of peace to check her emails on her phoneShe’s been taking the kids to swimming lessons for the past six months after school at Dukes Gym – it’s closest to home and as she doesn’t drive it’s the best optionThey’re due to come to an end in a monthShe’s made friends with a lot of the other mums at the gym while she waits for Emma and Danny. There’s nothing to do but sit and talk
11. 31 years oldSolicitor. Works 8am to 6pm in the city and generally takes work home every night and some weekends. Earns around £40kSingle. No girlfriendLives aloneHe runs his life like a military operation because work is so demandingAny spare time he has is spent catching up with chores or in the gymHe tends to catch up with his own emails and Facebook before bed about 11.30pm on his tabletHe’s been a member of Dukes Gym for three years and regularly participates in around six classes a week. He’s only ever missed a week’s worth of classes when hewent on holidayHe goes straight from work as his classes start at 6.30pm and it’s a 20-minute drive away. It’s an effort to get there but he likes the atmosphere. He’s even recommended it to some of his friendsBut he hasn’t been to Dukes for the past five weeks and yesterday cancelled his membership…they moved the classes so they all start at 5.30pm. He got there one night for 6.30pm and his class had finished…he hadn’t had an email or a phone call…even the receptionist didn’t mention it. He’ll never be able to make it for 5.30pm so there’s no point in him stayingHe’s joined a new gym, five minutes from where he works and he’s already had an email offering him a £50 discount if he recommends a friend
12. There are generally only four objectives that you want to achieve during your relationship with each customer – encourage, motivate, nurture or repairAnd four levers to achieve this – customer service, incentives, rewards or a combination of all threeAnd the objective and lever is linked to their level of risk, let’s look at it visually…
13. Top left quadrant – your customers are new and enthusiastic about your brand (think of John our shiny new season ticket holder). Your aim is to build their trust by keeping them happy with good customer serviceBottom left quadrant – your customers are new but not so impressed with your brand (think of Jenny whose dress didn’t arrive on time). Your aim is to stimulate their interest and enthusiasm for your brand so you incentivise themTop right quadrant – your customers are loyal but potentially in danger of lapsing (think of Sandra whose sons’ shoes were sold out). Your aim is to maximise growth and development by rewarding their commitment to youBottom right quadrant – your relationship is becoming damaged and you need to go all out to fix it
14. Your who, why and what are all defined by youThe channel should become more tailored the more you get to know your customer’s behaviourAnd the trigger/frequency is defined by an individual’s behaviour and response to your messages
15. And the impact of this…
16. Response in the context of online sales or key website performance metricSource: Econsultancy's first Realities of Online Personalisation Report, sponsored by Monetate, April 2013 (via Marketing Charts) http://www.marketingcharts.com/wp/interactive/while-recognizing-its-importance-most-marketers-say-they-struggle-with-personalization-28875/So why isn’t it happening?...
17. Source: Econsultancy's first Realities of Online Personalisation Report, sponsored by Monetate, April 2013 (via Marketing Charts) http://www.marketingcharts.com/wp/interactive/while-recognizing-its-importance-most-marketers-say-they-struggle-with-personalization-28875/Handover to Sitecore