AcquisiCon and RelaConship Management, Research and Programme development/management for clients such as BT, RBS Retail, Daimler Chrysler and others • Former Bd. Director of 3 Top 5 UK DR/DM Agencies • BT ResidenCal AcquisiCon and RetenCon programmes • Co-‐Founder NMT Ltd, portal and CRM systems build company (sold to WPP) • Co-‐Founder – Acclaria Accelerated Business Performance: • Fast Path Methodology – including Internal Behaviour Change/ Change Management and Performance Management approaches • Co-‐founder, CarbonRiver Ltd, an environmental impact and sustainability consulCng pracCce (and Reward Your World Ltd.)
Choices Work” Source: “CreaCng Social Epidemics and Curing Car AddicCon – A New Model for Achieving Travel Behaviour Change” B.Pinke`, D. Wylie, T. Wares Peter Bre` Associates 2008
found a be`er product • 15% switch because a cheaper product • 20% leave because of “too li`le contact and individual a`enCon” • 49% leave because what a`enCon they did receive was poor in quality 1. Over Two-‐Thirds (69%) switched to compeCCon because of service/“relaConship” factors, not price or perceived quality of product ! 2. Customers generally shop “more or less equivalent” companies 3. To be considered, any company must be considered in the ballpark in terms of product relevance and quality and price. This gets you on the field. But “rela+onship factors” determine whether you win or lose in the long term. Source: Forum CorporaCon Survey
(7%) Responsiveness (25%) Empathy (16%) Assurance (20%) Reliability (30%) The ability to perform the promised service dependably and accurately The willingness to help customers and provide prompt service The knowledge and courtesy of employees and their ability to convey trust and confidence The caring, individualised a`enCon provided to the customer The appearance of physical faciliCes, equipment, personnel, and communica+on materials Each of the main business funcCons of customer service, sales, administraCon/billing and markeCng can have an effect on “relaConship factors” Source: Forum CorporaCon
contribuCng incenCve programme, facilitaCng corporate and community involvement and enabling people to reward themselves, their communiCes, high streets, and the world around them”
“Reading Reward Your World” Programme • Encourage people out of Cars….support overall Sustainable Transport Plans • Encourage specific personal applicaCon usage (eg. Shopping, Events) • EducaCon on how to use the Buses • Build posiCve relaConships and percepCon of drivers as ambassadors • Increase adopCon of online purchasing, eCards and TopUp • MoCvate Off Peak, smooth peak loading……saving on vehicles, fuel costs and manpower • Promote passenger/ rider involvement in Community • Promote awareness of and access to life enriching acCviCes/events in Reading • Help build internal staff self esteem and involvement • (PROGRAMME COULD BE EXPANDED TO INCLUDE OTHER TRANSPORT COMPANIES IF APPROPRIATE TO READING TRANSPORT) “A semi-‐private label transport incenCve programme, integrated and co-‐branded within an overall Reading-‐specific programme, designed to encourage ridership, improve relaConships, community and deliver financial savings (and other benefits) for its customers, the Company and the Town”
& Facilitate Feedback & Reward Socialise & Involve Make aware: • Of Reading Buses Rewards • Of Benefits of Bus and Value Adds • Of ApplicaCon • Of ReadingRYW • Recruit to further Info/ Sign Up • Of personal savings/ offers/ benefits of using bus • Of How to Use the Bus • Of wider Reading benefits • Of how they can help their community IncenCvise and facilitate: Sign up Providing extra informaCon Downloading App/Finding Routes Ordering eCards Trying Online Top Up Signing up others (MGM) • “Thank You/ PosiCve Feedback” for each posiCve acCon • With addiConal SuggesCon AcCons and IncenCves • Drive to desired payment type/ route/Cmings • CRM email engagement is making a difference • Plus Relevant Volunteering, Earning, Giving • IncenCvise Volunteering/ Finding Sponsors • Upload their Comm. causes/ groups • Encourage sharing of experience on message boards/ media upload • IncenCvise MGM • IncenCvised Campaign to nominate best Drivers • Promote Linkage of Experience to Social Networks Customer Journey: Behaviour Change Lifecycle Measure, Evaluate and Re-‐Engage • IncenCvised Surveys Deepen relaConship and drive further emoConal engagement
Papers/ArCcles Bus Livery (outside and within) Street/Train StaCon Media Social Media Blogs Council/RT Site/Top Up Site RYW Portal Univ. Web Postal Inserts/ Take Ones/ Tickets (online/ offline) Reading Buses Rewards Microsite Sign up / IncenCves Scheme overview Sample offers (Earn + Spend) Download mobile app RT Good Travel App Order eCard Online Top up Referral/MGM Volunteering Order eCard Online Top up -‐ Travel informaCon -‐ Order eCard (points earning) -‐ Top up eCard (points earning) Co-‐branded RT / RYW homepage Download and register app Shopping (online) Points earning Points spending Shopping (Offline) Prospect Reading Buses Rewards -‐ Customer Journey DonaCng IncenCvised Direct Response CommunicaCons Email from RBC/ eCard lists IncenCvised MGM Coupons/ RedempCon
infrastructure, to: • Help people make ‘be`er’ travel choices • Provide real Cme transport informaCon • Provide easy access to public transport & cycle faciliCes • CreaCon of social network components promoCng sustainable transport opCons • Facilitate greater use of public transport – (using various methods including gamificaCon) • Promote cycling & walking as healthier & preferable opCons • Encourage people to live healthier lifestyles • Decrease congesCon on Reading road infrastructure • Subsequent decrease in carbon emissions • Improve access to jobs and unlock economic growth Expansion to a wider Sustainable Transport Scheme Programme
Public Transport, Cycling, walking & driving – Mapped travel disrupCon (roadworks, accidents, etc.) – Live traffic informaCon – Live car park informaCon • Provision of bus maps, Cmetables, etc. • Social media feeds – facebook, twi`er, etc. • Recommended cycle or walking routes • PosiCve messages about sustainable transport & personal stories • Get fit & healthy topics • CreaCon of e-‐mail alerts and / or Twi`er alerts for users to receive news about any travel disrupCon • Allow users to upload stories / photos or topics relevant to the site A Reading Sustainable Transport Hub
in our Reading Recycling bid) • PromoCon of walking as a pleasurable & healthy opCon • Aimed at Schools, Businesses, GPs, etc. • Introduce compeCCve component – especially between schools • Rewarded for walking with Be`erPoints & extensive full use of RYW behavioural change methodologies • RYW has a structure to underpin this -‐ Serve & Earn project sponsored by employer or outside commercial body (posiCve brand associaCon) Walking
• Be`erPoints awarded depending on the hire duraCon • RedempCon of Be`erPoints against cycling/sports equipment (Decathlon) • Encouraging road safety via incenCvisaCon of Bikeability schemes • InformaCon on bike locaCons and routes – opportunity to be built into an RYW app for Reading Cycle Hire
Carshare • IncenCvisaCon of registraCon to Reading Carshare • IncenCvisaCon of partaking in Reading Carshare • Enhance message of saving money -‐ save and earn! • Further sponsorship opportunity to corporate audience through partaking in a more comprehensive CSR iniCaCve Car Share
• Geo locaCon app • Travel Cmes and nearest bus stops • IncenCvised for looking up routes • IncenCvised links to purchase ecards and ecard top up • Branded to Reading Transport • Available across smart phone providers Mobile
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