Buzz Consultants Loyalty and CRM Overview l Case

Buzz Consultants Loyalty and CRM

Overview l Case Study – When customer communication goes bad l Loyalty in the club environment – the first 90 days l Ongoing value – making the most out of your program l Electronic Communication – Making the transition l Final thoughts

Customer Relations – When it Goes Bad

Case Study – United Airlines l l l l Wrong culture Forgot about social media Communication upwards Extreme view of tiering Computer process to select passengers was not random The story resonated – so it spread! If your business is well perceived things will be forgiven

Your Loyalty Program – First 90 Days l Love your customers from day 1 l Member welcome pack l New member email every quarter l To key here is to educate members from the beginning

Educate and Empower your Staff l Love your staff from day 1 l Ensure your program is a key learning area of all new staff l POP quizzes l Shift reports l Empower your staff to have the right conversations

Stage 1 – Target l Who are you going to target? l How are you going to narrow down the target? l How far back are you going to look?

Stage 2 –Rewards l What are you going to give them? – Club card, eftpos card, points on card l Make sure it is proportional to the level of spend l How is it going to be made available to your staff to issue? l Is there always someone who can issue the reward?

Stage 3 -Define Goals l l l What is it that you want to achieve? Increase in spend? Increase in visitation? Visit on a particular day? Visit at a particular time? Increase in information in the CRM?

Stage 4 -Train Staff l Let them know the objectives of the campaign l Show them all paperwork and procedures involved l Clearly define their KPI’s in the campaign l Check they understand!

Stage 5 -Set up Campaign l What systems are in place to help staff? l How can you use – Gaming systems – POS systems – Paging systems

Stage 6 -Measure the Results l Send out the offer, but don’t forget to measure the results! l Talk to your members l Talk to your staff l Check to see who updated the CRM l Figure out your next targets

Then do it all again! Target Measure Results Rewards Set up Campaign Goals Train Staff

Moving to Electronic Communications l 3 Big picture forces at play – – – l Loss of Village Over-communicated society Impersonal technology 2 contradictory outcomes – – Focus on ourselves as individuals We are looking to make personal human connections

Implementation l Choice of channel – the members will choose! l Your task is to provide them with multiple channels l The challenge is to keep these channels synchronised l Move forward, but don’t leave anyone behind.

A few rules l Choose the language carefully l Be gender and age sensitive l Use different messages l Don’t just rely on words

You need information l l l To create a personal message its crucial to hold information about all our members You need to be active in building up additional information This can be done over time during renewals – – – l Emails Mobile phone Interests When possible have a few free form boxes or comments

Final Thoughts l Always ask what’s next from your gaming and POS providers l Set and forget alone will never work- it needs monitoring! l Invest in staff training and the importance of data integrity l Loyalty is an ongoing objective