Based on our understanding of the evolution of loyalty and learning from case studies and trends globally, how do we harvest loyal customers? This presentation is an overview of what elements promote loyalty with consumers.

2. Riona Naidu

4. * Customer Loyalty - a global context
* Orchestrated loyalty vs. organic loyalty
* Brand equity & customer loyalty
* Developing a “good” loyalty Strategy

5. On average, loyal customers are
worth up to 10 times as much as
their first purchase.
Source: White House Office of Consumer
Affairs
70% of buying experiences are based
on how the customer feels they are
being treated.
Source: McKinsey
VIP and loyalty program members are
70% more likely to spread the word
about your business.
Source: Colloquy
92% of consumers report that a word-of-
mouth recommendation is the top
reason they buy a product or service
Source: www.torbenrick.eu

7. Hmmm… milk!

8. Customer loyalty is the result of consistently positive emotional
experience, physical attribute-based satisfaction and perceived
value of an experience, which includes the product or services.
http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

9. http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

13. #5: Thinking outside your loyalty
program.
http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/
What ways can we supplement and
enhance the traditional loyalty program?

14. #4: Customer analytics takes
centre stage
http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/
How do we measure customer loyalty?

15. #3: Personalisation and cohort
marketing
http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/
What needs do we cater for and how?

16. #2: Experiential rewards = biggest
impact.
http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/
How do customers experience the brand in a fun, new way?

17. #1. The “thank you” goes offline.
http://bigdoor.com/blog/2014/01/08/top-5-trends-in-customer-loyalty-in-2014/

20. https://www.vendhq.com/university/retail-trends-and-predictions-2015
Mobile will continue to
grow.

21. https://www.vendhq.com/university/retail-trends-and-predictions-2015
Loyalty-wise, the points-
for-purchases model will
no longer be effective.

22. https://www.vendhq.com/university/retail-trends-and-predictions-2015
Retailers will experiment
more with technology.

23. http://www.forbes.com/sites/blakemorgan/2014/12/22/five-trends-shaping-the-future-of-customer-service-in-2015/2/
Every Customer Is A Multi-channel
Customer.

24. http://www.forbes.com/sites/blakemorgan/2014/12/22/five-trends-shaping-the-future-of-customer-service-in-2015/2/
Data will be more
accessible and powerful.

25. ​1. Failing to deliver on ROI.
2. Poorly aligning with the brand promise.
3. Not building deeper relationships with customers.
4. Treating all customers the same.
5. Lacking differentiation.
6. Missing out on mobile.
7. Failing to evolve with time.
8. Offering bland perks.
9. Being too difficult to use.
10. Not listening to the customer.

26. - Only require and gather customer information that you plan on
using.
- Make sure your employees know the benefits of your loyalty
program and that they don’t keep it a secret.
- Don’t just focus on adding members. To get results, you need
member participation.
- Customers will carry your loyalty card if your customers see value
in the program and if they are engaged in your brand.
- Tier your loyalty program so customers a reason to give you a
greater share of wallet and loyalty.

27. Reward
Competition/
Gamification
Community