"Driving Customer Loyalty: Making Every Interaction Count." Acxiom and Loyalty360 proprietary research findings. Presented by Tim Suther, Acxiom Chief Marketing Officer, at Loyalty Expo 2012.

1. DRIVING CUSTOMER LOYALTY:
MAKING EVERY INTERACTION COUNT
ACXIOM & LOYALTY 360 PROPRIETARY RESEARCH FINDINGS
LOYALTY EXPO 2012
Tim Suther, Acxiom Chief Marketing & Strategy Officer
March 18-20, 2012
© 2012 Acxiom Corporation. All Rights Reserved.

2. SURVEY METHODOLOGY
ANNUAL REVENUE TITLES
<$10MM 22.5% C-level 14.0%
VP or Director – Marketing 19.4%
$11MM – 50MM 11.6%
VP or Director – Sales 6.2%
$51MM - $100MM 4.7%
VP or Director – Operations/IT 3.1%
$101MM – 500MM 17.1% Manager – Marketing 29.5%
>$500MM 44.2% Manager – Sales 5.4%
Manager – Operations/IT 4.7%
HR 1.6%
SAMPLE SIZE Other 16.3%
129 FOCUS
RESPONDENTS Business to Business 27.9%
Business to Consumer 37.2%
Both 34.9%

3. MOST FIRMS UNDERINVEST IN RETENTION
What % of employees are currently What % of marketing is dedicated
dedicated to customer retention? to customer retention?
70% ALLOCATE 60% SPEND
<20% EMPLOYEES <20% BUDGET
FOR RETENTION ON RETENTION
What challenges do you face regarding What are your budget plans for retention
data access in your organization? over the next two years?
52% - BUDGET
49% - IT SUPPORT 58% PLAN TO INCREASE
48% - RIGHT TOOLS

4. UNDERINVESTMENT CREATES
SUBOPTIMAL INSIGHTS & SYSTEMS
Measures in Use Inconsistent Views to Members
RFM: 64% CENTRAL ACCESS: 35%
CLV: 51% 360° VIEW: 41%
NPS: 34%
Poor Use of Emerging Signals Leading to Mixed Results
NO PLANS TO COLLECT:
OFFBRAND BEHAVIOR: 51% NO RESULTS FROM ANALYTICS: 30%
ONLINE: 30% RETENTION IS WORKING: 49%
SOCIAL: 39%

5. THIS SHOULD DEEPLY CONCERN ALL OF US
IN THE ERA OF THE EMPOWERED CONSUMER
Empowered consumers have unlimited choice & information
> Disrupts brands, loyalty, pricing, marketing, advertising.
> New strategies are required.
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6. WHAT RETENTION MARKETERS WANT
MOST IMPORTANT OUTCOMES TO IMPROVE RETENTION
UNDERSTANDING CUSTOMER ATTITUDE/BEHAVIOR: 32%
IMPROVING THE CUSTOMER EXPERIENCE: 25%
CREATING MORE RELEVANT MESSAGES: 21%
ANTICIPATE CUSTOMER NEEDS: 13%
MOST IMPORTANT MODELS TO HELP WITH CUSTOMER ENGAGEMENT
ATTITUDE/BEHAVIOR 59%
BRAND AFFINITY 46%
PRODUCT PROPENSITY 41%
CHANNEL PREFERENCES 41%

7. RECOMMENDATIONS
> Cultivate your proprietary insights
> Leverage the intersection of insights
> Think inside out
> And outside in
> Trust & transparency
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8. THANK YOU.
© 2012 Acxiom Corporation. All Rights Reserved.