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1、2024 State of Loyalty ReportFEATURING DATA FROM MARIGOLDS2024 Global Consumer Trends Index203 The State of Loyalty04 Action Items for Cultivating Loyalty05 Personalize08 IncentivizeandReward11OptimizetheHumanExperience14 CommunicateBrandPurpose16 Re-Imagining Loyalty Programs20 Wrap UpTable of Conte
2、nts3The State of LoyaltyItseasytogetcaughtupinthedoomandgloomoftodayseconomicenvironment;tohyper-fixateontighteningbudgets,theFedsnextmoveorthelatestjobsreports.Butthroughthisnoise,thereexistsunquestionablypositivenewsforthebrandswhoareputtingeffortintotheirloyaltystrategies:the value of consumer lo
3、yalty continues to increase.Awhopping63%ofconsumersciteawillingnesstopaymoretoshopwiththebrandstheyreloyaltoarisefrom59%justayearago.Andevenbetter,thispositivemovementisobservedacrossagestrata,fromGenZthroughtoBabyBoomers.Itsclearthatconsumerbehaviorisevolving.Andwithit,marketingtacticsthatallowusto
4、providemorehumanexperiencesmorepersonalization,morerelevance,moretimeliness.Consumershavedevelopedatastefortheseexperiences,andtheyrerewardingthebrandswhocanprovidethemwiththeirloyalty.Itsduringtimeslikenowwherethisloyaltybecomesamajordifferentiator.Highlevelsofcustomerretention,moreconsistentrevenu
5、eandareducedburdentoacquirenewcustomersareamongthemanyfruitsaloyalcustomerbaseprovides.Put simply,loyalty is the rock savvy marketers can count on to protect their business.So how do you cultivate this loyalty?you may ask.Inthisreport,wellhelpyoufigureitout.Global OverallGen ZMillennialsGen XBoomers
6、66656359706564584943IM LOYAL TO SOME BRANDS,AND ILL PAY MORE TO SHOP WITH THEM202420234PersonalizeDelivercontextuallyrelevantmessagestoconsumersonanindividuallevel.Evenifyouhavelimitedcustomerknowledge,youcanleveragebasicdatapointsandcreatemessagetriggerstoimproveyourrelevance.Thiswillgiveyoutimetoe
7、xpandyourdataprofileswithricherzero-partydata.Incentivize and RewardPlaytotheeconomicdesiresofconsumers.Providediscountsorcouponsinexchangefordatasharing,andensureyourecognizeandrewardloyalcustomers.Optimize the Human ExperienceTreatyourcustomerslikehumans,notmachineswhoaremerelyreceivingdata.Workto
8、createmoreseamlessexperiencesbyunitingyourmarketingchannelsandeliminatingsilos.Communicate Brand PurposeWhatisyourmission?Yourpurpose?Isyourbranddoinggoodfortheworld?Theanswerstothesequestionsmatter,especiallytoyoungerconsumers.Action Items for Cultivating Loyalty5PersonalizeThefirst,andperhapsmosto
9、bvious,componentoffosteringloyaltyispersonalization.Itscoretorelationshipmarketing,andamustforanyintelligentmessagingstrategy.Andasadvancedastodaysmarketingtechnologyhasbecome,youdthinkitwouldbeprettyeasytodeliver.Yet,alackofpersonalizationremainsamarkedfrustrationformanyconsumers.More than half(51%
10、)have cited frustrations with receiving irrelevant content and offers from brands in just the last six months.saytheirfavoritebrandtreats them like an individual.of consumersDID YOU KNOW?6If loyalty is what youre after,its critical to become an active listener for your customers.Listeningisjustasimp
11、ortantasspeaking:giveyourcustomersopportunitiesacrosstouchpointstovoicetheirpreferences,motivationsandinterests.Itisultimatelythesezero-partydatapointsthatwillenableyoutodelivertherelevancetodaysconsumersdemand.ZERO-PARTY DATA ACQUISITION OPPORTUNITIES:Polls Preferencecenters&forms Interviews Survey
12、s Questionnaires Sweepstakes&giveawaysItsimportanttonotletthelonggameofbuildingrobustcustomerdataprofileskeepyoufrompracticingpersonalizationright now,though.Personalizationdoesnthavetobecomplicated,andevensimpledatapointslikebirthdays,purchasehistoryandabandonedonlineshoppingcartspresentripemessagi
13、ngopportunitiesthatresonatewithamajorityofconsumers.7Alerts about abandoned online shopping carts68%Product recommendations based on previous purchases80%Personalized birthday offers84%Brand interactions consumers find to be“cool”Inasimilarvein,triggeredmessagingisalsoatacticworthutilizing,evenifyou
14、rcustomerdataislimited.Yourelikelyalreadyusingtriggeredmessagingtosomeextent.Butifnot,heresthegist.Consumersinteractwithyourbrandinallsortsofways.Theyaddproductstotheircart,theysubscribetonewsletters,theysignupforin-stockalerts,theyattendevents,andthelistgoeson.Whenyousettriggersthatautomaticallydep
15、loymessagesforspecificscenarios,youenableyourbrandtodeliverrelevantmessagesatpreciselytherighttime,withtheaddedbenefitofreducedmanualworkloads.TRIGGERED MESSAGING OPPORTUNITIES:Welcomeseriesemails Back-in-stockalerts Transactionalupdates(orderprocessed,shipped,delivered)Time-basedreminders(upcominga
16、ppointments,reservations,events)Re-engagementemails(basedoninactivity,lowengagement,lapsedsubscriptions)Milestonecelebrations(newloyaltytierreached,Xnumberofdays/yearsasacustomer,birthdays)8Incentivize&RewardTheresnogettingaroundthefactthateconomicvalueistiedtobrandloyalty.Asconsumersgrapplewithrisi
17、ngpricesandeconomicuncertainty,thebrandswhocanbestdeliverrelevantincentivesandmakecustomersfeelappreciatedfortheirbusinessstandtogain.arepessimisticabouttherising cost of living.56%of consumers45%GenZ53%Millennials61%GenX65%Boomersarepessimisticabouttheeconomic outlook.50%of consumers41%GenZ47%Mille
18、nnials54%GenX58%Boomersciteoffersandpromotionsasimportant or critically important to maintaining brand loyalty.74%of consumers69%GenZ76%Millennials75%GenX71%Boomerssaytheyarelikelytoengagewith brand messages containing discounts or coupon codes.84%of consumers77%GenZ86%Millennials86%GenX84%Boomers9A
19、n Opportunity for Data CaptureAtfirstglance,itwouldbereasonabletoassumethebenefitoffinancialincentivesendsatincreasedsales.But,incentivescanbeagreatwaytocollectzero-partydata,too.Ifyourpersonalizationeffortsneedaboost,offerthingslikediscountsorcouponsin exchangeforconsumerparticipationinsurveys,poll
20、sorquestionnaires.Itstheseopportunitiesfordatacapturethatwillallowyoutobetterlaserinoncustomerinterestsandprogressivelyrefineyourpersonalizedmessaging.Show Them You Love ThemAscustomersdemonstratetheiraffinityforyourbrandthroughbehaviorslikerepeatpurchasingandhighlevelsofengagement,youshouldensureyo
21、uredoingyourparttorecognizethem.citediscountsorcouponsasavaluable exchange for their personal data.91%of consumers85%GenZ91%Millennials93%GenX92%Boomerssaytheirfavoritebrand rewards them for their loyalty.88%of consumers87%GenZ89%Millennials89%GenX84%Boomers10Exclusive first looks at new products/se
22、rvicesPersonally curated contentAccess to invite-only eventsSurprise rewards,like discounts or free products included at checkoutUpgraded services,like priority customer supportComplimentary samplesGifts for milestonesCharitable donations on the customers behalfSometimes you need something extra spe
23、cial for your most loyal customers.Consider the following:11Optimize the Human ExperienceConsumersdontseetheworldascorporatechannelsormarketingdepartments.Tothem,itsalloneexperience.Andfortheloyalty-savvymarketer,itsnotjustanyexperienceitsahumanexperience.Inpractice,optimizingthehumanexperienceisabo
24、utdeliveringtherightmessageattherighttimethroughtherighttouchpoint.Itsaboutmakingyourcustomersfeelagenuinesenseofconnection.Itsaboutmakingthemthink,this brand actually gets me.Deliveringtruehumanexperiencesnecessitatesanevolutionfromthegenericbuyerjourneysofyearspasttoreal-time,dynamicjourneysthatar
25、emadepossiblewithtodaysadvancedmarketingsolutionproviders,likeMarigold.Inpractice,theprocessinvolvesbringingunificationtoyourmarketingchannelsspanningemail,SMS,mobileapps,andbeyondtotranscendthesilosthathavehistoricallyledtodisjointedandclunkyexperiences.saytheirfavoritebrandprovides a consistent ex
26、perience across channels.92%of consumers88%GenZ94%Millennials94%GenX91%Boomers12Customer Service:DONT NEGLECT ITWecanallthinkbacktoless-than-excellentexperienceswevehadwithcustomersupportteams.Frombeingghostedentirelytobeingprovidedwithunclearcontactinstructions,dealingwithuncertaintyfromabrandwevec
27、hosentodobusinesswithcanbefrustrating.Customerserviceandsupportarefactorsthatforsizablenumbersofconsumerscloselyrivalpricesandincentivesintermsofimportance.Foratrulyhumanexperience,thisserviceandsupportisamust.citecustomerserviceandsupportasimportant or critically important to maintaining brand loya
28、lty.of consumers66%GenZ75%Millennials76%GenX79%Boomersciteexcellentcustomerserviceasafactormore important than pricewhenitcomestomakingapurchasedecision.of consumers35%GenZ44%Millennials47%GenX53%Boomers13What you can do:Leverage your marketing technology.Setuptriggeredmessagesviaownedchannelslikeem
29、ailandSMStoacknowledgecustomerinquiriesinreal-time.Includerelevantinformationthatmitigatesuncertainties,suchasaverageresponsetimesandlinkstoinquirystatuspages.Optimize your copywriting.Yourecommunicatingwithhumanswhomaybeexperiencingfeelingsoffrustrationorurgency.Bethoughtfulwithyourcopywritingandas
30、surecustomersofyourbrandscommitmenttoswiftaction.Offer complimentary benefits.Peoplelikefree.Thesebenefitsdonthavetobemonetary,though.Freecontentrelatedtoyourniche,likeeBooks,guidesortutorialsisworthconsidering.14Communicate Brand PurposeNearlysixintenMillennialscitebrandpurposeasimportanttomaintain
31、ingtheirbrandloyalty.GenZandGenXarentfarbehind.Yourbrandmayalreadyhaveanactivevoiceinyourcommunity,partnershipswithcharitableorganizationsorclearlydefinedESGinitiatives.Effectivelycommunicatingyourroleintheseactivitiescanhelpseparateyourbrandfromcompetitorsandultimatelyengenderstrongerloyalty.citebr
32、andpurposeas important or critically important to maintaining brand loyalty.55%of consumers57%GenZ59%Millennials55%GenX44%Boomersciteabrandsethicalvaluesasafactormore important than pricewhenitcomestomakingapurchasedecision.27%of consumers29%GenZ30%Millennials26%GenX24%Boomers1515Werenotheretotellyo
33、uwhichspecificinitiativesyoushouldsupport,justthatconsumersdocareaboutbrandpurpose,andthatyourbrandneedsaneffectivemarketingstrategytobringvisibilitytothispurpose.Consider the following industry examples.A clothing company makes environmental sustainability a core brand value.Itgetscreativewithmarke
34、tingcampaignslike“OrganicOctober”featuringclothinglinesmadewithorganiccotton,and“SustainableSeptember”wherethecompanyoffersdiscountsonitsrestitchingandrefurbishingservicestopromotereuse.A restaurant chain emphasizes the importance of a sense of community.Individuallocationssourcelocaltalent,includin
35、gmusiciansandcomedians,forentertainment.Localcharitiesaregivenaspotlighttoo,withthefirstFridayofeverymonthdubbed“FundraiserFridays”wherepatronscanbuyticketstoparticipateinraffles,gamesandtrivia.A resort chain makes localization part of its identity.Itpartnerswithlocalartisansandculturalorganizations
36、,allowingthemtoeducateguestsoneachareasuniquehistory.Italsopayshomagetothegeographiesandecosystemsofeachlocationwithenvironmentalprotectionefforts,enablinggueststoimmersethemselvesinseaturtleconservationprojectsatcoastallocationsandrevegetationinitiativesataridlocations.16Re-Imagining Loyalty Progra
37、msDoyoualreadyhaveadedicatedloyaltyprogram?Ifso,haveyouthoroughlyevaluateditwithinthelast12months?Asconsumerbehaviorshifts,andloyaltyprogramparticipationrises,deliveringwhatconsumerswantfromtheseprogramsiscriticaltomaximizingtheireffectiveness.Consumer likelihood to engage with loyalty programs this
38、 year compared to lastMORE LIKELY39%LESS LIKELY8%NO CHANGE52%Exclusive access to products/events/services32%Ability to take part in contests,sweepstakes,or challenges25%Product/service recommendations based on loyalty program usage24%Communications via preferred channels21%Ability to connect with ot
39、hers who like the brand14%Community recognition12%Exclusive product or service discounts54%Points/Reward Systems55%What Consumers Want from Loyalty Programs17MessagingMessaging,messaging,messaging.Itsaprecursortoeveryothersuccessfulmarketingeffort.Nomatterhowspectacularyourloyaltyprogramitselfis,you
40、needanironcladmethodofmessagingtoactuallymaintaincustomerengagementwiththeprogram.Yourmessagingtechshouldprovideacentralizedplatformthatseamlesslyintegratesacrossemail,SMSandmobileapps.Ifyoureusingmorethanonemessagingsolution,considerconsolidatingtoasinglevendorwhocanhandlebothcross-channelmessaging
41、andyourloyaltyprogram.Thiscontinuitymayseemlikeagiven,butfracturedmarketingsolutionswithinadequatecentralizationcanresultinradicallydifferentexperiencesforyourcustomersandunnecessarilycompleximplementationsforyourteam.Theimportanceofappealingtothebroadconsumerdesireforcost-savingsresurfaceshere.Amaj
42、orchallenge,ofcourse,isalsoofferingapersonaltouchthatdifferentiatesyourprogramfromthecountlessotherswhoseappealsstartandendwithpoints-for-purchases.Forinsightintoloyaltystrategies,technologyandmanagementsystemsthatwillelevateyourprogramabovecompetitors,checkoutourfreeguide,Re-Imagining Loyalty.Heres
43、 a primeronsometechnicalandservicerequirementsyoushouldreviewtoensureyouregettingthemostfromyourloyaltyprogram:18Reporting&Customer InsightsQuantifyingyourloyaltyprogramssuccessandkeepingafingeronthepulseofyouraudiencebothbecomesignificantlyeasierwhenyourmarketingsolutioncanintelligentlysynthesizere
44、portingmetricsandcustomerinsights.Buthandlingthisdata,asyoumayknow,isntalwaysassimpleasitseems.Thedifferencemakerismarketingtechwithrobustintegrationcapabilities.Ratherthanhavingyourdataonislandsoneforloyalty,oneformessaging,forexampleleverageamarketingsolution,likeMarigold,capableofbringingittogeth
45、er.Whenyoucancohesivelyanalyzeyourcustomerinsights,thefunworkcanbegin:craftingcompellingexperiencesthatwillinspireactionfromyouraudience.19Account ManagementEffectiveaccountmanagementhelpstietogetherthevariouscriticalelementsthatcreateaholisticviewofeachcustomer.Intherealmofaccountmanagement,thisdat
46、aispivotaltocreatingasinglememberviewahomebase,ifyouwill,providinga360-degreeviewofeachcustomer,coveringtheirinteractions,engagement,preferencesandpurchasehistory.First,ensureeachcustomerhasauniquememberIDtheseIDswillserveasindividualizedmarkers,allowingforprecisetrackingofeachmembersactivityandenga
47、gement.Yourmarketingtechshouldalsoenableyoutomastertheprocessofprogressiveprofiling,continuouslyupdatingaccountswiththelatestdata,allowingyoutotranslatetheknowledgeofyourcustomersintonewmessagingopportunities.Program ManagementTheresalottobalanceinanadvancedloyaltyprogram,fromthetechnicaldemandsofcr
48、eatingdynamicloyaltytiersandearningsystems,tothestrategicchallengesofcuratingcompellingloyaltysequencesthattrulyresonatewithcustomers.Thekeyisanintelligentsystemofprogrammanagementthatcandynamicallysegmentcustomersintoloyaltytiers,rewardnon-transactional(butstillvaluable)customerinteractions(likesur
49、veyparticipation),andofferrobustrewardmanagementfunctionalitiestokeepcustomersactivelyengaged.2020Wrap UpThewinningpathtoloyaltyfor2024?Be more human.Marigoldsrole?Ensureyouhavethevehicletodeliver human experiences at scale.Fromcross-channelmessagingtodynamiccontenttodataacquisitiontoloyaltyprograms
50、,wehavethetechnology,servicesandcapabilitiestohelpyoubuildrelationshipsateverystageofthecustomerjourney,allunderoneroof.Lets talk!Note:ThedatasupplementingthisreportcomesfromMarigolds2024 Global Consumer Trends Indexourannualresearchprojectthatdivesintothespecificfactorsinfluencingconsumerbehavior.Y
51、oucancheckoutourGlobalversionhere.IfyourefocusedsolelyonUnitedStatesconsumerdata,youcanfindthathere.21Where relationships take root.Marigolds approach to Relationship Marketing stands alone in a world of one-size-fits-all marketing technology companies.Our solutions are designed for your specific si
52、ze,industry,and maturity,giving you the technology and expertise you need to grow the relationships that grow your business,from customer acquisition to engagement to loyalty.And,with a team of strategists that provide insights into whats working,whats not,and whats changing in your industry,youre able to maximize ROI every step of the way.Great marketing isnt just about conversion,but true connection.Learn why 40,000 businesses around the world trust Marigold to be the firm foundation they need to help relationships take root.Find out more at MeetM