tibco loyalty lab paris event
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TIBCO Loyalty Lab slides from David RosenTRANSCRIPT
NEW THOUGHTS ON LOYALTY: BALANCING FAST AND SLOW DAVID ROSEN Customer Loyalty Management
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Offer
Management
Customer
Clienteling
Loyalty Program
Management
Real-time Interaction
Management
Customer Loyalty
Management
Segmentation
& Propensity
Models
Consumer
Insights
Database & List
Management
Visual Analytics
& Reporting
Omni-channel Data
Integration
(social, mobile, local)
Real-time Transaction &
Event Processing
Action & Event Based
Targeting
Program Design &
Strategy Program Management Offer & Reward Engine
Customer Service &
Sales Associate
Experience
Points Liability
Management
TIBCO Loyalty Lab Thanks You
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How the Brain Works
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Emotional { } Fast =
Rational { } Slow =
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Has Mobility Changed the Brain?
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First Second Third Fourth
CustomerLifetimeValue
The First Place I Think Of For…
Only 12-15% of customers are loyal to a single retailer,
but they represent between 55 and 70% of sales (Center for Retail Management, Northwestern University)
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(Slide Title) Slow, Rational Decision Making Still Matters
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Training the Fast Emotional Response
Customer
Engagement
Elements
6
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Can Marketers
Train the
Brain?
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Yes, and Very Naturally
• Frank Bruni – former NYT
restaurant critic
• NY Times Article:
Familiarity Breeds Content
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” “
True Emotional Loyalty Achieved
What you have with a restaurant that you visit once or
twice is a transaction. What you have with a restaurant that
you visit over and over is a relationship.
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” “
True Emotional Loyalty Achieved
It’s bliss. She knows my heart, knows my drill: a gin
martini to begin, a seasonal salad for my appetizer, the
roasted chicken after. And I know her.
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”
“
True Emotional Loyalty Achieved
…they understood how to make me happy and they could
have a conversation with me different from the ones they
had with newcomers, a conversation built on shared
history and reciprocal trust, a dialogue between honest-to-
goodness friends.
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”
“
True Emotional Loyalty Achieved
I’d think, too, of my food-loving father’s approach to
dining out. When he found a place with a few dishes and a
few servers he adored, and when those servers
reciprocated his affection, he stopped looking around.
Called off the search.
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”
“
True Emotional Loyalty Achieved
In return, regulars at most restaurants get extra
consideration: a glass of sparkling wine that wasn’t asked
for, a dessert that just appears, a promotion to the head of
the waiting list when the place is full.
value
efficiency
20
Social Media at the Center of Trust
trust
consistency
relevance
relevance
control
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Our Panelists
Katie Wadey Claire Whitehead Phil Seward