loyalty leaders tell all: building customer intimacy through relevant experiences
TRANSCRIPT
Loyalty Leaders Tell All:Building Customer Intimacy Through Relevant
Experiences
Meet Our Panel• Bryan Pearson, Moderator
• President and CEO, LoyaltyOne• Author of The Loyalty Leap, Turning Customer Information into Customer Intimacy and
The Loyalty Leap For B2B• [email protected], @pearson4loyalty
• Florence Ho• Senior Director, Global Loyalty Strategy & Analytics, Wyndham Hotel Group• [email protected]
• Jeff Maddock• Director, Customer Engagement Marketing, Fed Ex• [email protected]
• John Paasonen• Director, Global Corporate Strategy, eBay Inc.• [email protected]
Wyndham Hotel GroupFlorence HoSenior Director, Global Loyalty Strategy
Launch Year: Late 2003
Members: 8MM+ actives
Key Highlights: Earn rewards at 14 hotel brands
nearly 7,000 participating hotels in
60+ countries
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Wyndham Rewards - Simple, Relevant, Attainable
FedEx Game Time: A Hard Hitting Customer Loyalty Play
Overview of FedEx Game Time
• Began in 2001• Created to capitalize on NFL sponsorship (including
customer “fandom” and loyalty to NFL Brand)• Enhance customer experience and build loyalty • Points based B-to-B customer loyalty program• Tiered level offers and awards• Revenue driver (retention as by-product)
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How Fedex Leverages Data• Invite list and marketing channels determined by customer value
and volumeoEmail, Direct Mail, Interactive Marketing, Landing pages, Outbound
Telemarketing, Inbound Telemarketing (Customer Service), “Gifting” Custom messaging based on tier and progress
• Separate offers based on customer revenue modelingoShip X, Get YoRevenue Threshold
• “X” determined by in-depth analytics and modeling to encourage
“reach goals” and ensure revenue• Each customer served up a program specific to their wants,
needs, and position = better customer experience/increased loyalty
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Results
• 24,000+ Registrants• 12:2 R:E for entire campaign• Nearly double ADNR per registrant from
previous year• More than 51% registration among target, high
value Field accounts
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eBay Bucks Program Overview
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Loyalty at eBay Inc. is more than a program
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Loyalty Strategy
Brand ImageSocial & Curation
Product Experience
DefaultsCustomer
Service
Style & Design
• Curated Live Feed on Homepage
• New PayPal app
• Linked PayPal accounts
• Top Customer Programs
Panelists• Bryan Pearson, Moderator
• President and CEO, LoyaltyOne• Author of The Loyalty Leap, Turning Customer Information into Customer Intimacy and
The Loyalty Leap For B2B• [email protected], @pearson4loyalty
• Florence Ho• Senior Director, Global Loyalty Strategy & Analytics, Wyndham Hotel Group• [email protected]
• Jeff Maddock• Director, Customer Engagement Marketing, Fed Ex• [email protected]
• John Paasonen• Director, Global Corporate Strategy, eBay Inc.• [email protected]
Loyalty Summit#CQYSummit
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