Predicting customer behaviour

Customer Engagement Transformation 2019

The relationship between loyalty and evangelism

Predicting customer behaviour

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Our beliefs

Our guiding beliefs

The moment that you begin to measure something, you change it – and it changes you!

We are a learning, sharing community.

Our Mission

Organisations measure loyalty…

… and actively seek to improve it

We should measure how people feel, not just what they do

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Emotions drive behaviours

Emotions Behaviour

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Using data to predict behaviour

Measures of emotional loyalty Predicted behaviours

AI Engine

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Loyalty creates evangelists – a charity example

Supporters who have a loyalty score of 6 or above are, compared to those with low loyalty are:

• Four times more likely to be keen to continue giving

• Eight times more likely to want to increase the value they give

• Seven times more likely to intend to leave a gift in their will

• Eight times more likely to be an evangelist!

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Tracking where evangelism fits into the journey

For charities, if we destroy loyalty, the first thing to suffer is:

• gifts in wills

• then it’s upgrades

• then it’s promotion

• then it’s repeat giving.

% likely or extremelylikely

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Knowing which emotions are most important for creating charity evangelists

1. I feel that they understand why I am a customer

2. The relationship I have is something I am very committed to

3. The communications always meet my needs for information

4. They can always be counted on to do what is right

5. Communications are always appropriate in style and tone

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In summary

• Your future success depends on your evangelists

• To change or influence something, you have to measure it

• Emotions drive behaviours

• You have to measure customer emotions

How can you start demonstrating

that you understand

a customer’s motivations?

Thank you!

Predicting customer behaviour

1619th June, 2019

Some of the charities we work with