TIBCO Loyalty Lab slides from David Rosen

1. NEW THOUGHTS ON LOYALTY:
BALANCING FAST AND SLOW
DAVID ROSEN
Customer Loyalty Management

2. TIBCO Loyalty Lab Thanks You
Program Design &
Strategy
Segmentation
& Propensity
Models
Program Management
Loyalty Program
Management
Points Liability
Management
Offer
Management
Offer & Reward Engine
Database & List
Management
Customer Loyalty
Management
Consumer
Insights
Omni-channel Data
Integration
(social, mobile, local)
Real-time Interaction
Management
Real-time Transaction &
Event Processing
Customer
Clienteling
Action & Event Based
Targeting
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Visual Analytics
& Reporting
Customer Service &
Sales Associate
Experience

3. How the Brain Works
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4. Emotional
{=}
Fast
Rational
{=}
Slow
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5. Has Mobility Changed the Brain?
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6. The First Place I Think Of For…
Customer
Lifetime
Value
First
Second
Third
Fourth
Only 12-15% of customers are loyal to a single retailer,
but they represent between 55 and 70% of sales
(Center for Retail Management, Northwestern University)
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7. (Slide Title)
Slow, Rational Decision Making Still Matters
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8. Training the Fast Emotional Response
6
Customer
Engagement
Elements
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9. Can Marketers
Train the
Brain?
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10. Yes, and Very Naturally
• Frank Bruni – former NYT
restaurant critic
• NY Times Article:
Familiarity Breeds Content
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11. True Emotional Loyalty Achieved
“
What you have with a restaurant that you visit once or
twice is a transaction. What you have with a restaurant that
”
you visit over and over is a relationship.
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12. True Emotional Loyalty Achieved
“
It’s bliss. She knows my heart, knows my drill: a gin
martini to begin, a seasonal salad for my appetizer, the
”
roasted chicken after. And I know her.
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13. True Emotional Loyalty Achieved
“
…they understood how to make me happy and they could
have a conversation with me different from the ones they
had with newcomers, a conversation built on shared
history and reciprocal trust, a dialogue between honest-to-
”
goodness friends.
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14. True Emotional Loyalty Achieved
“
I’d think, too, of my food-loving father’s approach to
dining out. When he found a place with a few dishes and a
few servers he adored, and when those servers
reciprocated his affection, he stopped looking around.
”
Called off the search.
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15. True Emotional Loyalty Achieved
“
In return, regulars at most restaurants get extra
consideration: a glass of sparkling wine that wasn’t asked
for, a dessert that just appears, a promotion to the head of
”
the waiting list when the place is full.
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16. value

17. efficiency

18. Social Media at the Center of Trust
trust
20

19. consistency

20. relevance

21. relevance

22. control

23. Our Panelists
Katie Wadey
Claire Whitehead
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Phil Seward