TIBCO Loyalty Lab paris event

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


How the Brain Works


Emotional { } Fast =

Rational { } Slow =


Has Mobility Changed the Brain?


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)


(Slide Title) Slow, Rational Decision Making Still Matters


Training the Fast Emotional Response

Customer

Engagement

Elements

6


Can Marketers

Train the

Brain?


Yes, and Very Naturally

• Frank Bruni – former NYT

restaurant critic

• NY Times Article:

Familiarity Breeds Content

http://www.nytimes.com/2013/09/18/dining/frank-bruni-former-restaurant-critic-on-the-joys-of-repeat-visits.html?pagewanted=all&_r=1&




” “

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.


” “


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.


”

“


…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.


”

“


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.


”

“


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.

efficiency

20

Social Media at the Center of Trust

trust

consistency

relevance

control


Our Panelists

Katie Wadey Claire Whitehead Phil Seward

TIBCO Loyalty Lab paris event

Marketing

Transcript of TIBCO Loyalty Lab paris event