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Transcript
14 Loyalty Programs Insights on A quantitative & qualitative study among organizations in the Netherlands in 2016 10 165 ORGANIZATIONS EXPERT INTERVIEWS 51% 22% • Some focus on loyalty • The company undertakes marketing initiatives focused on increasing customer loyalty • In an unstructured manner (like ad-hoc campaigns) CLUSTERS Loyalty programs • Full focus on loyalty • The company undertakes structured marketing efforts • Recognize and reward customers and thereby encourage loyal behavior 6,9% NO BUDGET 13,8% 31% 24,1% 24,1% 76% uses loyalty tooling for tracking members and activities NO KNOWLEDGE NOT NEEDED ? 27% 3 • Minimal focus on Loyalty • The company undertakes no initiatives on customer loyalty • Focusses solely on acquiring new customers for marketers not to undertake any loyalty program related activities. PARTNERS Unstructured Loyalty Initiatives Customer Acquisition Knowledge & Time are the major restrictions 2 Main use of loyalty technology: 70% TRACKING NO TIME OTHER 59% COMMUNICATION Top 3 goals to implement a loyalty program: 1. Create loyal customers 65% 2. Encourage repeat purchase 41% 3. Get customer insights 41% 1 0 1 0 1 0 1 0 1 IT Legacy is holding you back Top 3 challenges when implementing a loyalty program: 360° customer view 28,4% (OLD) COMPLEX IT SYSTEMS is the goal 50% connects multiple data sources to get a single customer view. 35% is already working on it. 11.7% would like to do that. COMPLEXITY OF REWARDING 13,5% ALLIGN INTERNAL STAKEHOLDERS 13,5% 48% Dedicated budget Almost 48% of all organizations have no dedicated budget for loyalty programs or initatives! 52% Sources to get customer insights Most wanted 56% Most used 93% CRM 51% 68% SALES DATA 46% 51% ANALYTICS 41% 24% MOBILE APPLICATION 32% THIRD PARTY DATA E-mail old but gold to communicate 93% of organizations use email to communicate with their loyalty base. To personalize or not to personalize 44% offer one or multiple personalized rewards 56% offer unpersonalized rewards 12% Untapped potential of software Only 33% uses its loyalty software to its full potential 31,5 % of companies do not have loyalty KPIs Organizations that have KPIs mainly look at: 1. Retention rate | 2. Churn rate | 3. NPS #SoYouThinkYouCanLoyalty? Get serious and contact: [email protected] IN COLLABORATION WITH: Oxyma_Infographic_210x594_v7.indd 1 21-11-16 10:31 #SoYouThinkYouCanLoyalty? Oxyma_Infographic_210x594_v7.indd 2 21-11-16 10:31