Customer Loyalty
Content
Overview • • Overview of the two-day session What are your expectations?
What is Loyalty? • • • • Why loyalty is important How is loyalty defined in your business or organization? The common ways to define loyalty A comparison of satisfaction and loyalty
Measuring Loyalty • • orming the model into !uestions "eys to a successful loyalty survey
Putting it All Together • • • • #uilding the $oyalty %rofile &alidating the $oyalty %rofile Who are the loyal customers? Who are the vulnerable customers? our Business
Exercise: Building a Loyalty Profile for Lunch 12:00 - 1:00 p.m.
!esigning a "a#$le and %ollecting the &nfor#ation • • • • Who should you interview to determine the $oyalty %rofile? #'# and #'( considerations How many interviews need to be obtained for the results to be meaningful? )ifferent options for collecting information
Building a Model of Ex$eriences That %ould Affect %usto#er Loyalty • • • The common hierarchical structures used to model loyalty How to build those models for your organization *easuring that model our Business
Exercise: !esigning a Loyalty Model 'or Loyalty Analysis • •
How do the loyalty segments differ in how they evaluate experiences with your organization? )etermining the experiences that are critical to the different loyalty segments
Loyalty Migration • • What are the issues that ma+e these customers loyal or vulnerable? (an the loyalty profile be changed?
!A
(
,-./ � 0-//pm Continental Breakfast 8:00 - 8:30 a.m. Loyalty Progra#s • • • • What are loyalty programs? What impact can they have on loyalty? )ifferent types of loyalty programs *easuring the impact of loyalty programs
Lunch 12:00 - 1:00 p.m. Trac)ing the "uccess of the %hange • • • 1ffort metrics Outcome metrics inancial metrics
Ma)ing Ad*ust#ents • • $eading indicators %reparing the organization for the need for ad2ustments
&ntegrating Loyalty &nfor#ation • • 3sing other information in the organization to update loyalty profiles (reating a loyalty scorecard
What is Loyalty? • • • • Why loyalty is important How is loyalty defined in your business or organization? The common ways to define loyalty A comparison of satisfaction and loyalty
Measuring Loyalty • • orming the model into !uestions "eys to a successful loyalty survey
Putting it All Together • • • • #uilding the $oyalty %rofile &alidating the $oyalty %rofile Who are the loyal customers? Who are the vulnerable customers? our Business
Exercise: Building a Loyalty Profile for Lunch 12:00 - 1:00 p.m.
!esigning a "a#$le and %ollecting the &nfor#ation • • • • Who should you interview to determine the $oyalty %rofile? #'# and #'( considerations How many interviews need to be obtained for the results to be meaningful? )ifferent options for collecting information
Building a Model of Ex$eriences That %ould Affect %usto#er Loyalty • • • The common hierarchical structures used to model loyalty How to build those models for your organization *easuring that model our Business
Exercise: !esigning a Loyalty Model 'or Loyalty Analysis • •
How do the loyalty segments differ in how they evaluate experiences with your organization? )etermining the experiences that are critical to the different loyalty segments
Loyalty Migration • • What are the issues that ma+e these customers loyal or vulnerable? (an the loyalty profile be changed?
!A
(
,-./ � 0-//pm Continental Breakfast 8:00 - 8:30 a.m. Loyalty Progra#s • • • • What are loyalty programs? What impact can they have on loyalty? )ifferent types of loyalty programs *easuring the impact of loyalty programs
Lunch 12:00 - 1:00 p.m. Trac)ing the "uccess of the %hange • • • 1ffort metrics Outcome metrics inancial metrics
Ma)ing Ad*ust#ents • • $eading indicators %reparing the organization for the need for ad2ustments
&ntegrating Loyalty &nfor#ation • • 3sing other information in the organization to update loyalty profiles (reating a loyalty scorecard
