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MOBILE AND DIGITAL INNOVATION IN LOYALTY Paul Martin CIO, APAC
“Companies need to realize that the power in the Data Exchange Economy rests with the customer. To be successful, companies must think
about what they can do for the customer, not to the customer, with each personalized communication, experience and offer.”
- David Johnston, Group COO, Aimia
THE DATA EXCHANGE ECONOMY
3
LOYALTY AND TECHNOLOGY
CUSTOMER DRIVEN LOYALTY NETWORK
POST- PURCHASE AWARENESS
PURCHASE RESEARCH
PRE- PURCHASE
5 Mobile and Digital Innovation in Loyalty
CUSTOMER VIEW OF LOYALTY
6 Mobile and Digital Innovation in Loyalty
MOSTWILLINGTOSHARE LEASTWILLINGTOSHARE
82% E-MailAddress 44% Onlinepurchases
82% Name 43% IncomeLevel
81% Na?onality 28% WebHistory
BUT BRANDS ARE NOT HOLDING UP THEIR PART OF THE DEAL Only 8% of consumers feel as though they are actually receiving better offers as a result of sharing their details.
92%
8%
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
PROGRAM VIEW OF LOYALTY
Do we provide customers with an exciting engaging
and enriching proposition?
Do we responsibly use the data we
have to make the experience relevant?
Can we give customers a broader experience and learn
more about them? RELEVANCE BY
DESIGN
Capture customer data & build the base
Use rapid analytics of data to increase the value of
interactions
Increase the size of the
customer base and the
richness of the data
7 Mobile and Digital Innovation in Loyalty
Design Compelling Customer Program
Design Highly
Relevant Interactions
Design Broader
Customer & Data
Partnerships
WHY PROGRAMS NEED TO BE ADAPTIVE
Increased Competitive
Marketing Noise
Increase in breadth of channels & touch points
Interactions Beyond
Transactions
More complexity, competition and data to manage
Opportunity to use richer, bigger data to make your marketing more relevant and cut
through the noise
The digital world is noisy…..
8 Mobile and Digital Innovation in Loyalty
% OF MILLENIALS WHO LIKE THE ABILITY TO COMPLETE TASKS VIA AN APP
TECHNOLOGY DRIVERS MOBILE IS A WAY OF LIFE FOR MILLENNIALS
72%Procure
71%Billing
67%RegularUpdates
65%FlagIssues
62%AdvanceNo?ce
60%Advice
9 Mobile and Digital Innovation in Loyalty
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
% OF MILLENIALS WHO LIKE THE ABILITY TO COMPLETE TASKS VIA AN APP
TECHNOLOGY INHIBITORS SHARE, DON’T PUSH
66%Loca?onBased
55%LBS
enhancebrand
48%LBS
personal
56%Opt-outofpushLBS
56%RarelyAct
10 Mobile and Digital Innovation in Loyalty
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
AIMIA SOLUTIONS
AIMIA AT A GLANCE
2
3
Proprietary Loyalty
Loyalty Analytics
Aimia provides loyalty services to clients (services model)
Aimia provides data analytics for coalition and external clients
Aimia runs programs for clients including:
Aimia analyzes data for clients including:
Coalition Loyalty
Aimia runs its own coalition programs
(fully or partially owned)
Aimia runs fully and partially owned programs: 1
12 Mobile and Digital Innovation in Loyalty
REAL-TIME INTEGRATION AND INTERACTIONS
ECOMMERCE
POS OMNI-CHANNEL
PAYMENTNETWORK
SOCIAL
13 Mobile and Digital Innovation in Loyalty
DATA DRIVEN INTERACTIONS
14 Mobile and Digital Innovation in Loyalty
TECHNOLOGY TO CREATE BUSINESS OPPORTUNITIES
Inac?vitytriggersacampaign
Eventslistsaregenerated
automa?cally
Firstpurchasetriggers
welcomeemail
15 Mobile and Digital Innovation in Loyalty
BRINGING IT ALL TOGETHER TO MAP CUSTOMER JOURNEY TO DESIRED BEHAVIOURS
Understand the role of CRM in achieving commercial goals, and identify CRM specific objectives
Based on prior experience, industry best practice and behavioral science select an appropriate campaign strategy
In this case the objective is to increase spend. The high spend, high engagement group has previously shown the strongest response
An affordable but impactful treatment is designed for the campaigns to get the maximum response rate and sales impact
The AIMIA Communications Platform (ACP) is deployed for a scalable and automated execution. AIMIA’s Offer Engine is used for personalized messaging
Campaign Execution
Customer Insights Treatment
Objectives & Strategy
Objec?ve:ShortTermIncreaseSalesQ1
Strategy:UseCondi6onalPointsIncen6ves
CustomerInsights:Iden6fyhighpoten6alandhigh
spendcustomers
Treatment:Spend$XincategoryYtoget200Points
Execu?on:Deploysixtestcampaignsusingmul6ple
channels
1. Select journey interaction to be designed and executed
2. Apply the framework at a campaign level
16 Mobile and Digital Innovation in Loyalty
BEST PRACTICES AND LOYALTY STRATEGIES
BENEFITS
TargetedCampaigns
IncenJvizedSurveys
18 Mobile and Digital Innovation in Loyalty
InteracJonBonusPoints
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
CHALLENGES AND PITFALLS OF PERSONAL DATA PROTECTION LEGISLATION
Consent Only collect, use of disclose personal data when an individual has given his/her consent.
Purpose Limitation You may not require the collection of data beyond what is reasonable to provide the product of service
Notification Individuals should be notified of the purpose of data collection on or before the collection of personal data
Openness Make information about your data protection policies, practices and complaints process available on request.
Transfer Limitation Transfer personal data to another country only according to the requirements prescribed under the regulations
Retention Cease retention of personal data or remove means it can be associated with individuals when it is no longer necessary for business or legal reasons
Protection Make security arrangements to protect the personal data that you possess or control to prevent unauthorized access, collection, use, disclosure, or similar risks.
FocusforDataIntermediariesandCloudSoluJons
19 Mobile and Digital Innovation in Loyalty
Access & Correction Upon request, the personal data of and individual and how it was used should be provided. You are also required to correct any error or omission upon request
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
AIMIA PUTS THE CUSTOMER FIRST … WITH CORPORATE T.A.C.T. DATA VALUES
CONTROL TRUST
ADDED VALUE
Customers have information on what is collected, from where and for what purpose
Customers understand there is a value exchange
through recognition, rewards & offers
Comes from confidence that data held securely and used in mutually
agreed way
TRANSPARENCY
Customers have control over what
they provide, how it is used and how it is
shared
20 Mobile and Digital Innovation in Loyalty
CREATING A VALUABLE LOYALTY PROGRAM REQUIRES A DIGITAL TECHNOLOGY PLATFORM
78%ofmarke?ng
execu?vesbelievethatcorporatemarke?ngwillundergoafundamentaltransforma?onoverthenextfiveyearsbecauseofanaly?cs,digitalandmobiletechnologies
Only62%ofrespondentsbelievetheir
companycurrentlyprovidesagood
customerexperience
Value Drivers for a Loyalty Platform Average Score (1=not important; 2=nice to have; 3=important; 4=critical)
3.2
3.5
3.2
3.2
3.4
3.1
Interact with the customers in my loyalty program across all channels (e.g. call center, web, mobile, social, POS),
including earn and redemption
Engage my customers beyond the point of sale and across the complete purchase cycle (e.g. peer reviews)
Generate real-time reports on the performance of my loyalty programs
Have a third-party provider host and manage the platform so I don’t need to worry about setup, infrastructure and maintenance
Access a platform that is easy to use by anyone in my organization (not requiring IT knowledge/extensive training)
Have basic campaign and/or analytics functionality directly from the platform
21 Mobile and Digital Innovation in Loyalty
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
Data has to be protected everywhere. Network security, firewalls and encryption are necessary but not sufficient. Every layer needs to be controlled, starting from the mobile (and even wearables) device.
MILLENNIALS SHARE MORE BUT SECURITY MATTERS
“Start with the assumption that mobile and data mobility
is the point of origin.”
“68% of consumers rank their data as valuable and 31% rank
it as highly valuable. More than 55% will share their
personal information to get better offers and rewards”
22 Mobile and Digital Innovation in Loyalty
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.
Q&A
23 Mobile and Digital Innovation in Loyalty
Security,64% Work,
53%
Social/Chat,52%
Finance,51%
Travel/Maps,46%
ONE LAST THING…
24 Mobile and Digital Innovation in Loyalty
APPS THAT MILLENIALS CONSIDER A MUST HAVE … AND WILLING TO PAY FOR
Sources: Aimia Loyalty Lens Report, 2015; Aimia CMO Global Loyalty Survey, 2014; Accenture; Forrester; Oracle.