Joanna Lord - The Loyalist Advantage

How to Measure and Increase Customer Loyalty.
In today's hyper competitive landscape, customer loyalty is quickly becoming a key differentiator. Marketers are now finding themselves in charge of the second half of the customer lifecycle, and are expected to track and improve customer loyalty. But how can we do that? Joanna Lord will walk us through ways of leveraging traditional digital marketing channels to increase loyalty, and introduce us to a model for measurement. If you want to win in today's market your brand needs to be investing in loyalty and Joanna will show us how.

Transcript

1. The Loyalist Advantage How to Measure & Increase Customer Loyalty Joanna Lord CMO, BigDoor @joannalord SearchLove Boston, 2014
2. paradigm shift [def]: a fundamental change in approach or underlying assumptions.
6. things are different now.
7. but we are focused on the wrong things.
8. discovery comparison decision evaluate [marketing channels] [consumer behavior] email content social product brand press retargeting community seo paid [marketing tactics] images storytelling fear-based time-based guilt-based pride-based influencer novelty
9. discovery comparison decision evaluate [marketing channels] [consumer behavior] email content social product brand press retargeting community seo paid [marketing tactics] images storytelling fear-based time-based guilt-based pride-based influencer novelty
11. Consumer change #1: More empowered than ever.
12. Consumer change #2: Operate in a frictionless world.
13. Combines for a [possibly] scary reality. Loyalty will be the difference between those that win & those that don’t.
14. Loyalty does not mean what you think it means.
15. There is a new way to do loyalty.
16. the old way to do loyalty. visitor member customer loyal customers
17. the old way to do loyalty. visitor member customer loyal customers when we started to *invest* in loyalty.
18. the new way to do loyalty. visitor member customer loyal customers when we should be *investing* in loyalty.
19. the new way to do loyalty. visitor member customer loyal customers when we should be *investing* in loyalty. loyal visitors loyal members
20. the new way to do loyalty. loyal customers loyal customers more. less.
21. we got this.
22. we got this. …channels we know. …tactics we know. …tools we know.
23. seed loyalty at every step.
24. discovery. get found. inform. differentiate.
25. discovery. get found. inform. differentiate. register. social proof. stunning design. up front value. destination.
28. comparison. features. value. trust signals.
29. comparison. features. value. trust signals. #humblebrag. reward for discovery. full brand sale. multi-media experience. personalized marketing.
31. decision. pricing triggers. urgency campaigns. fear-based selling.
32. decision. pricing triggers. urgency campaigns. fear-based selling. peer selling. transparency. alternative win. values campaign. community calls. personalized messaging.
34. evaluate. survey. email follow-up. reviews.
35. evaluate. survey. email follow-up. reviews. facilitate bragging. reward advocacy. encourage referrals. rich reviews. “smart” feedback/surveying. personalized thank you.
38. every campaign you launch should answer: “what’s in it for the consumer?”
39. customer centricity just became your true north.
40. there will be some challenges.
41. infrastructure.
42. • Social authorization • Registration • Robust CRM • User ID segmentation • A/B testing • Cohort analysis capabilities • Cross-device tracking • Smart-form profiling • Loyalty program • Community program • Loyalty campaigns • Refer a friend programs
43. measurement.
44. • LTV • RFM (snapshot) • Net promoter • Survey
45. • LTV • RFM (snapshot) • Net promoter • Survey • Registration • Frequency • Conversions • Advocacy • Rewards • Engagement lift • Retention lift
46. Time to get comfortable with cohorts. How to measure customer loyalty: http://www.exacttarget.com/blog/how-to-measure-and-increase-customer-loyalty/ The power of a customer cohort: http://bigdoor.com/blog/2014/02/17/the-power-of-a-customer-cohort/
47. resources.
48. • Marketing analyst • Designer • Marketing developer • Retention specialist • Loyalty team • Customer innovation team • Customer champion • Content resources
49. sounds like a lot, huh?
50. the biggest brands of tomorrow will have begun investing in loyalty today.
51. Launched today: Marketing Guide to Customer Loyalty 160+ page book on customer loyalty! WHAT WE COVER: Types of loyalty Myths around loyalty Old loyalty New loyalty Measurement Building a culture around loyalty …and more! Free to download: http://bit.ly/bdloyalty