1) The document discusses how real-time digital interactions can generate additional value and increase customer engagement through various channels like mobile apps, websites, social media, and more. 2) It provides examples of how loyalty programs and analytical tools were used by companies like London Heathrow Airport and JetBlue Airlines to increase customer acquisition, data collection, cross-selling, and loyalty. 3) The key to success was moving from passive to active engagement, individual to social rewards, financial to experience-based relationships, periodic to constant communication, and simulations to personalized offers. Advanced data collection, analysis, and targeting were critical to these efforts.

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CASE STUDIES ANALYSIS
How real-time digital interactions
generated additional value & increased
customer engagement?
Joanna GAWEDA, Loyalty & Marketing Consulting Director
28th of May 2014, Slovenian Marketing Conference, Portoroz

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Who are we? Global IT player
Polish company with headquarters in Cracow…

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Who are we? Global IT player
Polish company with headquarters in Cracow……but strong presence & projects all over the world …

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Who are we? Loyalty solutions specialists

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Who are we? Loyalty solutions specialists

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How real-time digital interactions
generated additional value &
increased customer engagement?

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Real-time customer interactions possibilities
Real-time digital interactions
Shop
Cashier desks
Sales slips
Mobile
applications
Check-ins
Coupons
Vouchers
Online
Official website
Reading
materials
Searching
Viewing videos
Customer Web
Portal
Social media
Joining
Connecting
Posting
Commenting
Liking
TV commercials
Partners
Offline
Online
Friends
Online
Offline
More than
20 available real-
time channels to
increase sales !!!

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Real-time customer interactions possibilities
Real-time digital interactions
Shop
Cashier desks
Sales slips
Mobile
applications
Check-ins
Coupons
Vouchers
Online
Official website
Reading
materials
Searching
Viewing videos
Customer Web
Portal
Social media
Joining
Connecting
Posting
Commenting
Liking
TV commercials
Partners
Offline
Online
Friends
Online
Offline
More than
20 available real-
time channels to
increase sales !!!
Challenges requiring technology:
 How to understand the customer using all these
channels?
 How to get a full picture of the purchasing
pattern ?
 How to turn communication channels into sales
channels?
 How to offer personalized experience via all
these channels?
 How to synchronize the offering in all traditional
and modern channels?

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How it works? Key technological tools
Campaign
BI
LoyaltySegments
Dashboards
Alerts
NBA’a
Best channel
SKU Alerts
ROI analysis
Campaigns
Marketing
calendars
Communication
Stages
Coupons &
vouchers
Points &
discounts
Redemptions
Loyalty profile
Communication
Budgets
Mobile APP Price plans
Rewards
Social
Social Media
Profile
Magic

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How it works? The magic ….
Sources Algorithms Results
Transactions CRM
Mobile & www
Communication & Surveys
Social Profile
Contact Centre
Clustering
Decision trees
ANN algorithms
Association rules learning
K-nearest neighbour algorithm
Layered feed-forward neural
networks
Post Claim scoring
NBO
Satisfaction
scoring
P&L Analysis
Competition ATL/BTL
ROI/SROI
Recommendations
Weather / salaries /
holidays / events
Semantic analysis

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Case study: London Heathrow Airport
Results:
• increased
acquisition
• data collection
• cross-selling
• customers
loyalty
(higher TV &
frequency)

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How real-time digital interactions
generated additional value &
increased customer engagement?

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Case study: JetBlue Airlines

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… customers’ engagement increased dramatically!
722 013 page views
766 080 minutes onsite
724 080 Facebook impressions

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.. we got tremendous impact on brand perception !
Source: http://www.fastcompany.com/1656066/red-hot-
and-blue-hottest-american-brand-not-apple

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5 key success factors:
From passive purchases to conscious and challenging program participation
From individual rewarding schemes to social communities around the brand
From financial rewarding to enhanced customer experience and real brand relationships
From periodical communication to instant interactive notifications and one-to-one dialogue
From pure BI simulations to offers based on the voice of the each single customer

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From passive purchases to conscious and challenging
program participation.

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From passive purchases to conscious and challenging
program participation.
CHALLENGE
FUN
SOCIAL

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From individual rewarding schemes to social communities
around the brand

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From financial rewarding to enhanced customer experience
and real brand relationships
Analytical customer scoring:
 listened to customers
 added online data to offline data
 learned their opinions
 learned their lifestyles
 detected promoters
 detected detractors
 measured CLV
 measured CES (Customer
Engagement Score)
 measured SPS (Social Potential
Score).
Number of new
program members
and thanks to
adapted offers &
rewarding schemes!
I
N
Number of customer
activities thanks to
positive testimonials
on customer
experience!!
I
N
Volumes & frequency
of purchases thanks
challenging approach
and interesting
rewarding schemes!!
I
N

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From financial rewarding to enhanced customer experience
and real brand relationships
Analytical customer scoring:
 listened to customers
 added online data to offline data
 learned their opinions
 learned their lifestyles
 detected promoters
 detected detractors
 measured CLV
 measured CES (Customer
Engagement Score)
 measured SPS (Social Potential
Score).
Number of new
program members
and thanks to
adapted offers &
rewarding schemes!
I
N
Number of customer
activities thanks to
positive testimonials
on customer
experience!!
I
N
Volumes & frequency
of purchases thanks
challenging approach
and interesting
rewarding schemes!!
I
N

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COLLECT
(proper integration)
LISTEN
(data mining tools)
ANALYZE
(data analytics tools)
ACT!!
(targeted campaign
tools)
From BI simulations and predictions to offers based on the
voice of the each single customer

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COLLECT
(proper integration)
LISTEN
(data mining tools)
ANALYZE
(data analytics tools)
ACT!!
(targeted campaign
tools)
From BI simulations and predictions to offers based on the
voice of the each single customer

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COLLECT
(proper integration)
LISTEN
(data mining tools)
ANALYZE
(data analytics tools)
ACT!!
(targeted campaign
tools)
From BI simulations and predictions to offers based on the
voice of the each single customer

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From periodical communication to instant interactive
notifications and one-to-one dialogue
Rules engine (levels, types of rewards, prizes) Notification engine (feedback, game actions)

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How real-time digital interactions
generated additional value &
increased customer engagement?

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How to increase revenue from your CRM strategy?
Sell more to exsiting customers!
Cross selling
Upselling
Retention
Products education
Brand perception
Customers active engagement
Proper analytics
Sell to increased number of
customers!
Increased acquisition
Increased testimonials & referrals
Member gets member
Coalitions & partnerships
Proper analytics
Decrease your costs …
Automation
Targeting
Reduced number of claims
Eliminated detractors !
Proper analytics

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From enhanced customer experience and strong relationship
to real financial value generation
New
customers
acquisition
Sales
volumes &
frequency
Cross-
selling
operations
Campaigns
response
rate

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… Can this work out in any /
your industry? 

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Loyalty programs as a basis of marketing strategy

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Available technologies make the magic possible ..

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Worlwide leaders are already using it …
First interactive gaming promotion
(TV, cinemas, outdoor spaces, YT)

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Contact:
e-mail:
joanna.gaweda@comarch.com
www.comarch.com
Thank You