Loyalty Marketing Presentation
Having one of those frantic months at work … part of which was to take part in a Customer Loyalty Workshop run here at Templeton last Thursday. My (unexpected) role was give a bunch of CEO’s, consultants – people who really know their stuff in terms of reward cards and the like – a different spin on “customer loyalty” and fire up some conversation.
Bit panicked at first, because I really don’t know much about reward card schemes. But hey. In the end (and after some very quick reading) I decided that their approach was all about behaviours, predicting people’s interests and enthusiasms, classifying them, and then targeting based on the classification. And the classification angle (thank God) gave me something I could work with.
Anyway, the presentation is here (.ppt, 350k). In a nutshell, I tried to point out that studying people and trying to make them loyal by providing cues (behavioural loyalty) needs to be balanced with letting people be loyal to your brand, in whatever way they want, through some openness, some trust, and a little pinch of engagement (”cultural loyalty”).
It seemed to split the room completely – some loved it, got very excited, and some thought it was a load of hippy shit. Hey ho – got them talking.


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