1. Защо най-добрите
световни програми за
лоялност използват
автоматизиран
маркетинг и как и вие
можете да го
направите
Sofia Loyalty Marketing Confere
Майкъл
Леандер

3. Which is the biggest reason
for customers leaving you ?
•
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Influenced
by friends
Turned
away by
indifference
Attracted
by
competition

5. 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

6. 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

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

8. Ask yourself;
how many positive
interactions does it
take to change a
negative
perception or
indifference?
How many
negative
interactions to
reverse the
perception?

9. Measure the customer
experience and
refer individual feedback to
your database
- Ask
questions
- Store
satisfaction
score on
individual
customer
- Use in
segmentatio
n
Top
Tip

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11. A few words about social &
loyalty

12. 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

13. World class marketers understand
movements in buyer behavior
changes

14. 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
incubationt
ime
Get more inspiration http://
www.zeromomentoftruth.com

15. Short attention span, loads of
intrusion
- how do you cut through the
clutter?
Brai
n
filte
r
Do I know
you?
Do I need
you?
Can I trust
you?
MINDBOX

16. Unique
passionate
emotional
authentic
c - focused
interactive
meaningful
…
How to get into the Mind Box?
Add
frequency
to
that, buddy
!

17. The ultimate customer
experience
– think automationClick 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?

20. why world class
loyalty programs
use “smart”
marketing
automation and
why you should too
how to ensure
frequent and
relevant

21. 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

22. They want to get away from
this
scenario (happens everyday)•
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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 ag
Lifetime: Another
25 years

23. They want to divorce their
brand from
this pathetic stat

24. … and be part of this stat
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25. 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%

26. Marketing automation drives
ROI
•
Marketing
automation
drives a
14.5 percent
increase in
sales
productivity
•
and a 12.2
percent
reduction in
marketing
overhead

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

28. Simple marketing automation
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Day 1 Day 3

29. 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

30. 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 the
workshop tomorrow

31. Let’s talk
about how to
and what to
do

32. Differentiated
Communicatio
n shows
customer care

33. Map the customer journey

34. Predict customers immediate
needs,
future needs, quality of past
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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

35. Refine customer profiles and
invest
smartly 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

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

37. Match content and offers to
stages –
use persona’s if relevant to
your situation
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Prerequisit
es
> Profile
insights
> Content to
match
> Good database
&
marketing
execution
system
> A clear
objective

38. See case study – integrated
campaign
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See the campaign case study her

39. Smart loyalty marketers
focus on
THE NEXT TRANSACTION
The rest focus on
THE LAST TRANSACTION

40. Rate this presentation at
www.speakerscore.com
Feedback code for this
presentation 8669
at www.speakerscore.com

41. Michael Leander is an international
marketing speaker.
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Questions, comments:
send an email to
michael@michaelleander.me
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42. See examples of these senses
applied – get the case studies

44. What your audience
expects

45. What your audience
experience

47. Automate your inbound and
outbound marketing efforts
wherever it makes sense

48. Personalized with title
and name Targeted relevant offer
Image and copy based
on life stage

49. •
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53. 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

55. How to work with profiling (B2B
example)
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BANT = Budget, Authority, Need, Timeline
member: No profiling results in very poor segmentation

56. Establish relationships and
manage
these relationships smartly

57. How do most people make
buying decisions?
With logic With emotions

58. 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

59. The ultimate customer
experience
– think automationClick 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?

60. derstand your customers and learn
ut their behavior