Let's Play for Keeps: Building Customer Loyalty
Joanna Lord
CMO, BigDoor
#MozCon
What is Brand Loyalty?
@joannalord
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What is Brand Loyalty?
“Loyalty is when brands create an
intimate emotional connection that
you simply can’t do without. Ever”.
- Kevin Roberts, Saatchi & Saatchi
@joannalord
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Oh yeah brand loyalty also =
more revenue.
"80% of your company's future revenue will
come from just 20% of your existing
customers."
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- Gartner study, 2012
but there is a problem.
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loyalty is built 1 : 1.
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and we don’t live there anymore.
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Fact:
Markets are more
fragmented than
ever.
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CUSTOMER
BRAND
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CUSTOMER
BRAND
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CUSTOMER
BRAND
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But that’s not even
the big problem.
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Our companies won’t survive without it.
#scarytruth #biggestopportunity
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THE EVOLUTION OF A SALE
YOU HAD WHAT THEY
NEEDED
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THE EVOLUTION OF A SALE
YOU HAD WHAT THEY
NEEDED
YOU HAD A
DIFFERENTIATOR
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THE EVOLUTION OF A SALE
YOU HAD WHAT THEY
NEEDED
YOU HAD A
DIFFERENTIATOR
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YOU’VE BUILT LOYALTY
So what can
we do?
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Make it our
damn business.
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WHAT TO
KNOW
6 Steps to Building Loyalty
Brand
Storytelling
Connect
w/customers
1
2
Anticipate
needs/add
value
Be
consistent
Deliver
on promises
3
4
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5
Make it
personal
6
There are 4 Types of Customer Loyalty
WHAT TO
KNOW
No Loyalty
Customers that never/rarely develop loyalty to
products or brands
Inertia Loyalty
Low level of brand attachment, buys out of
habit/convenience
Latent Loyalty
High brand attachment, but buys less often, more
attitude based decisions
Premium
Loyalty
High brand attachment, and high repeat purchase
pattern. Pride in purchasing.
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TELL YOUR BRAND STORY
1
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showcase your brand’s cause
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Watch video: http://bit.ly/1618UDg
spotlight your unique brand personality
https://www.facebook.com/wistia
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Connect with Customers in New Ways
2
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Ask questions & get feedback
Cupcake Royale: https://www.facebook.com/CupcakeRoyale
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Be transparent with your customers like never before.
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Behind the Scenes:
http://bit.ly/NMCbs5
Take the online relationship offline.
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Anticipate Needs & Add Value Before They Ask
3
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Explore new product ideas, new content areas, etc.
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Julep on Pinterest: http://pinterest.com/julepmaven/
Explore new product ideas, new content areas, etc.
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Julep on Pinterest: http://pinterest.com/julepmaven/
Curate what they love.
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Glamour g+ :#MozCon
http://bit.ly/12S9yx0
Deliver on PROMISES
4
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DO WHAT YOU SAID YOU WERE GOING TO DO
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Lowe’s Vine Examples:
http://read.bi/ZsskIU
Be there during good and bad.
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Why your brand is worth nothing #MozCon
without delivery : http://onforb.es/V29J98
BE CONSISTENT
5
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Stay front of mind, frequent touch points.
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Standard on Tumblr: http://standardhotels.tumblr.com/
Multi-device, integrated experiences work best.
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History Channel: https://foursquare.com/historychannel
MAKE IT PERSONAL
6
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Showcase your customers, support them.
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DD on FB: http://on.fb.me/114PowR
Hand over the keys to your prime real estate.
http://www.betabrand.com/modelcitizen
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Today is all about:
“Reciprocal Loyalty”
The brand is loyal
to the customer
The customer
is loyal to a brand or
product
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That’s a lot of stuff.
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That’s a lot of stuff.
…but you get more than just brand
loyalty.
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mirror on company mission
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teams stay invested in
the customer & each
other
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Encourage common KPIs across teams
Starter KPIS:
•
•
•
•
•
•
•
•
•
Lifetime Value (LTV)
% of Customer Retention
% of Customer Attrition
V vs. IV Churn Ratios
Net Promoter Score
RFM Cohorts
% in Loyalty Program
# of Registered Users
Latency of Visit
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Lets wrap this party up
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As a marketer do
you have a
customer loyalty
strategy?
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…because you
are going to
need one.
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It’s the most significant shift in the
ecosystem that we as marketers have
ever seen.
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It’s the most significant shift in the
ecosystem that we as marketers have
ever seen.
"This is the first time in history
that word of mouth has become a
digitally-archived medium."
- Brett Hurt, Founder & CEO, BazaarVoice
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But really…shake it up.
Be transparent. Get personal with the people that are keeping
you in business.
@joannalord
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Isn’t that what we should
have been doing all
along anyway?
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@joannalord
joanna@bigdoor.com
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