the loyalist advantage - joanna lord - searchlove 2014

The Loyalist AdvantageHow to Measure & Increase Customer Loyalty

Joanna LordCMO, BigDoor

@joannalord

SearchLove Boston, 2014

paradigm shift [def]:

a fundamental change in approach

or underlying assumptions.

things are different now.

but we are focused on the wrong things.

discovery comparison decision evaluate

[marketing channels]

[consumer behavior]

emailcontent

socialproduct

brandpress

retargetingcommunity

seopaid

[marketing tactics]

imagesstorytelling

fear-basedtime-based

guilt-basedpride-based

influencernovelty

discovery comparison decision evaluate

[marketing channels]

[consumer behavior]

emailcontent

socialproduct

brandpress

retargetingcommunity

seopaid

[marketing tactics]

imagesstorytelling

fear-basedtime-based

guilt-basedpride-based

influencernovelty

Consumer change #1: More empowered than ever.

Consumer change #2: Operate in a frictionless world.

Combines for a [possibly] scary reality.Loyalty will be the difference between those that win & those that don’t.

Loyalty does not mean what you think it means.

There is a new way to do loyalty.

the old way to do loyalty.

visitor

member

customer

loyal customers

the old way to do loyalty.

visitor

member

customer

loyal customers

when we started to *invest* in loyalty.

the new way to do loyalty.

visitor

member

customer

loyal customers

when we should be *investing* in loyalty.

the new way to do loyalty.

visitormember

customer

loyal customers

when we should be *investing* in loyalty.

loyalvisitors

loyalmembers

the new way to do loyalty.

loyal customers

loyal customers

more.

less.

we got this.

we got this.

…channels we know.…tactics we know.

…tools we know.

seed loyalty at every step.

discovery.get found.

inform.differentiate.

discovery.get found.

inform.differentiate.

register.social proof.

stunning design.up front value.

destination.

comparison.features.

value.trust signals.

comparison.features.

value.trust signals.

#humblebrag.reward for discovery.

full brand sale.multi-media experience.personalized marketing.

decision.pricing triggers.

urgency campaigns.fear-based selling.

decision.pricing triggers.

urgency campaigns.fear-based selling.

peer selling.transparency.

alternative win.values campaign.community calls.

personalized messaging.

evaluate.survey.

email follow-up.reviews.

evaluate.survey.

email follow-up.reviews.

facilitate bragging.reward advocacy.

encourage referrals.rich reviews.

“smart” feedback/surveying.personalized thank you.

every campaign you launch should answer:

“what’s in it for the consumer?”

customer centricity just became your true north.

there will be some challenges.

infrastructure.

• 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

measurement.

• LTV • RFM (snapshot)• Net promoter• Survey

• LTV • RFM (snapshot)• Net promoter• Survey• Registration• Frequency• Conversions• Advocacy• Rewards• Engagement lift• Retention lift

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/

resources.

• Marketing analyst• Designer• Marketing developer• Retention specialist• Loyalty team• Customer innovation team• Customer champion• Content resources

sounds like a lot, huh?

the biggest brands of tomorrow will have begun investing in loyalty today.

Launched today: Marketing Guide to Customer Loyalty

160+ page book on customer loyalty!

WHAT WE COVER:Types of loyalty

Myths around loyaltyOld loyaltyNew loyalty

MeasurementBuilding a culture around loyalty

…and more!

Free to download: http://bit.ly/bdloyalty