Transcript
Customer Loyalty
Group-10 a Dhiraj kumar Kalyanbalaji Bvn prashant
What is a Customer Loyalty Program ?
• Customer loyalty describes the tendency of a customer to choose one business or product over another for a particular need.
• A Customer Loyalty program is used to provide incentives for customers to purchase goods or services • The program usually specifies a minimum requirement to receive the incentive
e.g. purchase 10 coffees and receive the 11th coffee free
• Many companies focus on rewarding customers who have repeat purchases. Such reward programs have their place in assuring customer loyalty. However, if the product or service doesn't meet customer needs, no reward program will keep them returning. For success in the long run, an organization must:
• • Continuously improve Quickly identify and resolve problems to the customer's satisfaction -- or more
What does loyalty mean to businesses ?
Repeat Repeat Purchases Purchases ? ?
Retention of Retention of Customers Customers ? ?
Create Profitable Create Profitable Customers ? Customers ?
Acquisition Acquisition of Customers of Customers ? ?
LOYALTY
More Information More Information on Customers ? on Customers ?
Just Another Just Another Marketing Program ? Marketing Program ?
Reward Loyal Reward Loyal Customers ? Customers ?
Why should we care about loyalty?
The payoff of loyal customers
Value of Increasing Retention by 5%
% Increase in Customer Value
90 80 70 60 50 40 30 20 10 0 45 50
85 75
Credit Insurance Auto Service Software Building Mgmt Distribution Insurance Brokerage Credit Cards Retail
25
30
35
40
Source: Reichheld, Harvard Business Review Sept/Oct ‘90
Why Are Loyal Customers More Profitable?
• • • • • No acquisition costs They spend more They recruit new customers They are insulated against competitive switching They are less price sensitive
How did it all start – the Loyalty Program way
• Trading stamps
• Accumulate stamps every time you shop for groceries, petrol, etc • Redeem them for “ free “ gifts
•
Airline Frequent Flyer Programs
• Fly and earn points • Redeem points for free flights
•
loyalty programs in different forms across industries
Frequent buyer, frequent flyer, frequent player, frequent dining, points-at-pum
Interesting though not surprisingly……..
1. 2. Initial objective was to collect data on customer purchase patterns Simple proposition – Earn Points for future value hence loyalty
•
Unconventional industries also affected by loyalty Starbucks Card to store information of the Card members preferences. Nike Smart card allows them to design their own shoes
Loyalty programs are 1. Key drivers for enhancing customer experience. 2. Active point of differentiation 3. Help pinpointing individual buying patterns and predicting future customer behavior.
A STUDY REPORT
• Do customers perceive reward programs making a difference ?
A lot of difference Some difference Little difference Dont make much difference Dont make any difference at all Don’t Know
12% 23% 13% 24% 16% 11%
•
48% customers did not have any serious intention of repurchasing the brand • 55% customers accumulate points because they anyway come along with their purchases
What does loyalty mean to the customer today ?
Complete Customer “ Relationship” Experience
Customer cost of using your product
Cu s Pe rce tome r i ve dv al u e
Primary drivers
Price
• Purchase price • Effort • Time
Product / service*
• Physical product • Service product • Service delivery • Service environment
Brand**
• Ethics • Image • Reputation • Positioning
Relationship
• Loyalty Programs • Co Brands • Alliances • Special treatment • Affinity • Customer community
Customers want an end-to-end relationship experience
Customer Relationship experience – Banking illustration
Customer Value Perception
• Life Time Free • Transparency in charges • Value for money • Ease of availability • Relevant Features • Wide service range • Easy accessibility • Speedy service • Customer empathy • Resolution of query the first time • Aspirational value • Flash Value • Inspires confidence • Understanding needs • Processes & Service Knowledge • Preferential offers
Price
Product / Quality
Customer Service
• % returns /cancellations • # service calls/repairs • # customer inquiries • # billing queries
Brand
Relationship
• Fee Income • Simplified product offering • Bottom line
• One stop Shop for all financial needs • Network availability • Best in class
• Strengthening Brand image • Advertising costs
• Customer touch time • No. of product training hours
Organization’s translation of Value
Ask yourselves…..are you truly Customer Centric? • Do you measure your customers …… 1. Lifetime Value & Cost to the business 2. Preferences, Dislikes, Usage Patterns 3. Satisfaction levels
Can your Products & Delivery systems provide ….. 1. End to end solutions / Address future needs 2. Competitive & flexible pricing plans 3. Ease of access / acquisition --- Options to use most appropriate services / channels
•
•
Are your business processes geared up for ….. 1. Settling customer issues, with 1 phone call or web-site visit? 2. Responding immediately & appropriately to "moments of truth" when customers' business is on the line?
•
Do you monitor your Loyalty programs to see ……. 1. Address the right customers 2. If they are profitable?
Enterprise approach to Loyalty
1st : Have a clear articulated Customer Loyalty Strategy
• Covers the entire customer experience during his lifecycle • Covers all customer touch points • Addresses his existing / potential relationship with the company
2nd :
Must be in sync with Business Objectives
• Customer / Segment profitability • Customer Contact strategy
3rd :
Business Process to be customer centric
• Risk, Underwriting, Operational processes • Acquisition, Customer service, Marketing
4th :
Design Customer centric & Profitable Loyalty programs
How do you do it …….
Loyalty Strategy
• Lifecycle Experience ---- Define value proposition to customer segments • Dynamic ---- Ability to react to changing customer needs and behaviors
Business Objectives
• Targets ---- Program objectives clearly communicated • Metrics ---- Measurement capability in line with objectives
Process Changes
• Seamless --- across all Channels, Business Functions and touch points • Flexible ---- Ability to accommodate changes without compromise
Loyalty Programs
• Value & Choice ---- Value based on Customer Profitability & offering relevant choice ( Bought-out or Co- Branded ) • Personalised ---- to the customer’s unique profile based on Analytics • Branded ---- Bought-out or Co-branded to address emotional
Are all loyalty programs successful?
• The success lies in identifying the right kind of program that suits your Industry as well as your customers Not all loyalty programs are profitable.
The correlation between loyalty programs & profitability is as less as 0.2 - 0.45. This varies across industries.
•
•
Decide when to send a customer ‘out’ of the loyalty program as well.
Event history model can be used here - - T • T= Time period between the first purchase and last purchase • n = No. of purchases made in the time period
•
The profitability of customers varies across industries & so should the investment on a Loyalty program.
Source: ‘Mismanagement of Loyalty, HBR, July 2002
Technology in Loyalty Marketing
• • Loyalty marketing today goes hand in hand with technology Some latest technology breakthrough’s: Radio Frequency identification (RFID) -Similiar to Barcodes, RFID is a technology that captures all possible data on customers in one chip. Transaction databases - This is helpful in industries low on customer data like retail. Technology also aids in collection & assimilation of data, helping in Niche customisation. Predictive modelling for future customers.
•
Jet Privileges
• Objective: Ensuring stickiness of every customer who boards a Jet Flight. Eligibility: Any customer who has flied once on a Jet flight can register in the program. Modalities: The program revolves around five tiers, with increasing Privileges. Tier upgrade and retention done through unique multicriteria based DTR System, which allows JP to periodically review its best customers & move them up. Results: In its first year of inception, JP Miles has been awarded the Freddie Global Awards 2005 for its unique DTR system
•
•
•
Shoppers Stop - First citizen
• Objective: Ensure stickiness by increasing rewards to customers on every purchase they make at the shop. Eligiblity: Any customer who purchase goods worth a predetermined amount. Modalities: Earn points which can be redeemed against their bill amount. Three tiers with increasing value per point at each level. Members are given special sale previews, birthday gifts & unique focussed offer. Results: Has generated a database of over 4 lakh members who contribute to nearly 50% of the total sales of Shoppers’ Stop
•
•
•
BHARAT PETROLEUM
The Evolution of Loyalty in Bharat Petroleum Dispense right quantity of pure fuel Quality Assurance – Rigorous testing for quality by Company & certification by TUV Sudderchland. Random testing by customers. Courteous Service - Recognize, acknowledge and greet customers with a smile;
• Efficient Fuelling - Reduce the fuelling time without • major structural modifications with simple efficiency • nuggets • India’s first comprehensive customer loyalty rewards • scheme, in the energy sector, using state of the art • Smart Card technology. Aims to identify, reward and • retain valuable customers by providing them with a fast, • convenient and secure payment system
Customer Loyalty Programme in India
• “i-mint” is India's largest coalition loyalty program with multiple partnerships with India’s leading brands Airtel (Telecom), HPCL (petroleum), ICICI Bank, Indian (Airlines), Lifestyle (Retail) and MakeMyTrip.com (Travel). • Bharat Petroleum (BPCL)'s “PetroBonus” is one of the largest fuel card programs in India. It also has variants for fleets and convenience store customers.
• Indian Oil Corporation (IOC) has a Fleet Card Program “Xtrapower” and a loyalty program “Xtrarewards” for Retail Customers. • Shopper’s Stop (a major retail brand) has one of the country’s oldest and probably most popular loyalty programs – “First Citizen”.
• The Taj group of hotels also has a program and a cobranded credit card with Citibank & Diners Club • All major banks and credit cards offer customer loyalty programs. Co-branded credit cards are also present, for example Citibank offers credit cards which are cobranded with Shopper’s Stop / IOC /Jet Airways • All major airlines (such as Jet Airways, Kingfisher Airlines, Indian, etc) have frequent flyer programs
To summarise
• Loyalty isn’t created by a program……it can at best strengthen it. • Loyalty is not about short term rewards…….it is about end-toend customer experience with your products / services • Companies need to have a enterprise wide loyalty strategy backed by customer centric processes to deliver value
Loyalty has to be earned…..its hard work….but at the end you have a profitable customer
Thank You Very Much