"new generation of loyalty: how business can benefit from the rich user experience”
DESCRIPTION
Slides from my keynote on Loyalty Awards 2014 galaTRANSCRIPT
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New Genera)on of LoyaltyHow business can benefit from the rich user experience
10 June 2014 © COMARCH
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USER or CUSTOMER experience?
!
CUSTOMERS
U S E R S
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New Loyalty Examples
TOP 3
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MY STARBUCKS REWARDS
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Nothing really exciting, huh?
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Hey, that’s much better !
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Surprise & Delight
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Recogni)on levels
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…s)ll a way to goMOBILE ORDERS SOCIAL FACTOR
ONLY TRANSACTIONS COUNT
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PEPSI PULSE:EXPERIENCE POINTS
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Nice!
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Online engagement!
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…and Virtual Rewards!
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USER CENTRED PROGRAMME
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#1 Non-‐transac)onal
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#2 Lack of users’self-‐expression
(customisation of experience)
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1
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Great online experience !
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User self-expression!
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User self-expression!
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Surprise & Delight?
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Mind-blowing offline experience !
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Result: a customer in love…
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…and the brand is not far behind
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+ fully transac)onalincluding partners
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…anything to improve?MOBILE CHECK-INS MOBILE PAYMENTS VIRTUAL REWARDS
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Conclusion:
no one’s perfect (…but some are pre\y close)
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…but why should we care?
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CUSTOMER(of 21st century)
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DATA(BIG?)
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BRAND(AND IT’S COOL FACTOR)
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LOYALTY(THE EMOTIONAL ONE)
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Thank you
Mateusz Popiolek!Consulting Director CRM & Marketing [email protected] !@popiol
Have a great evening!