奧美Ogilvy&SiteCore：2024年顧客忠誠度的演變報告（15頁）.pdf

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6、E!nop“w)/GH35rcFIJ=P89K#c/0167/6701yn67Ku/6v50%Qp-/f/!hc=#qF67RSTde)/GH67=Pfr6/*67$RS01Ku/8vfRS 0iTUVZRSnITURS-678+.E=;VZ!$%&nI+V/k?,-+V/ac.kTV+V/3q45|/W)zqFRSTdeI4(w|K01“FI)/L|ckK01qFT6a78*01|/”01/)zq9:;3Y4PK 4(|c01c69OwP?/”FN01k01w=PAu/BCDvKIEd/|c01?PF67/E01G676FGKHI|/01JKFG/p01LMNOPQ/LRS“Q01MTNO6

7、MK 4(w|E45|U/:?)/78uROIva=K C 3q4(w|/PhY01wk01/E|exw|f:;gIP”01-8/LR)h/0189/=i01F67xyjkK -Qklmno-wRSTde4(|/Anopeow|2-/2-K (01:G67|pqrs0tWuqvw3q4(w|r/.xL01K*Denise Dahlhoff,PhD,“Consumers Attitudes About Data Practices,”The Conference Board,Oct.2020.（Denise Dahlhoff yz/nop|pqrT|/Q/2020 1 0。）65%60%55%5

8、2%45%36%31%27%1%1%12!$%&()13!nop89THE CHANGING LOOK OF LOYALTY12Understanding what makes consumers feel more loyal should inform how you influence them to act more loyal.While rational reasons(e.g.,offers,benefits,and rewards)are still vital,an increasing number of emotional drivers show significant

9、 importance.3.Brand loyalty is driven by much more than programsEIGHT PRIMARY FINDINGS4.Brand engagement is critical to avoiding attritionLoyalty programs can build brand trust,but one misstep during the customer experience can deeply erode the consumer-brand relationship.44%of respondents have stop

10、ped engaging with a loyalty program because of a single bad experience.And that percentage increases with members of Gen Y and Z.Loyalty is bigger than a programit extends across the entire customer experience.(See appendix,question 10.)13OGILVY EXPERIENCEHigh-quality productsDiscounts,rebates,and p

11、romotional offersLoyalty program rewardsExceptional customer serviceKnowing my privacy is protectedBrand values that align with my valuesBrands that create unique experiences personal to mePersonalized communicationsSomething elseNone of these65%60%55%52%45%36%31%27%1%1%SURVEY QUESTIONWhat makes you

12、 feel loyal to a brand?Please select all that apply.RationalEmotionalFirst,theres the transactional,back-of-mind loyalty whose customers stick with a brand because its the easy,go-with-the-flow thing to do.The vast majority of businesses land hereusing data,technology,and automation by rote in hopes

13、 of bringing people back via regular communications,discounts,and promises of points-based currency.These efforts hinge on the loyalty of familiarity and customers fears of the unknown to prevent them from straying.The problem is,this kind of loyalty is ripe for disruptionand easy to break.One email

14、 from a competitor offering a deep discount for a first-time purchase just might sway those seemingly loyal customers.Or what if a competitor boldly wades into a political or civil rights fray,and your customerswhose values align perfectly with that move decide to purchase their next coat,brunch,or

15、kayak from that brand.Maybe they even join that brands loyalty program.The second type of loyalty,found more rarely,is akin to devotion.Yes,it also uses data,tech,and automation to measure and predict customer value,and keep people coming back.But it leverages these tools in more human,more creative

16、 waysinviting customers to join something greater.This brand inspires,involves,and rewards them.And this type of loyalty begins the first time someone hears about your business and builds with every interaction.This second type is what modern,long-lasting brands aim to cultivate.In addition to ratio

17、nal elements,consumers today expect companies to deliver exceptional customer service,privacy,and brand values that align with theirs.Obviously,a lot is weighing on a brands approach to loyalty.(See appendix,question 9.)Is your loyalty strategy past its freshness date?There are two categories of loy

18、alty we see in todays marketplace.THE CHANGING LOOK OF LOYALTY12Understanding what makes consumers feel more loyal should inform how you influence them to act more loyal.While rational reasons(e.g.,offers,benefits,and rewards)are still vital,an increasing number of emotional drivers show significant

19、 importance.3.Brand loyalty is driven by much more than programsEIGHT PRIMARY FINDINGS4.Brand engagement is critical to avoiding attritionLoyalty programs can build brand trust,but one misstep during the customer experience can deeply erode the consumer-brand relationship.44%of respondents have stop

20、ped engaging with a loyalty program because of a single bad experience.And that percentage increases with members of Gen Y and Z.Loyalty is bigger than a programit extends across the entire customer experience.(See appendix,question 10.)13OGILVY EXPERIENCEHigh-quality productsDiscounts,rebates,and p

21、romotional offersLoyalty program rewardsExceptional customer serviceKnowing my privacy is protectedBrand values that align with my valuesBrands that create unique experiences personal to mePersonalized communicationsSomething elseNone of these65%60%55%52%45%36%31%27%1%1%SURVEY QUESTIONWhat makes you

22、 feel loyal to a brand?Please select all that apply.RationalEmotionalFirst,theres the transactional,back-of-mind loyalty whose customers stick with a brand because its the easy,go-with-the-flow thing to do.The vast majority of businesses land hereusing data,technology,and automation by rote in hopes

23、 of bringing people back via regular communications,discounts,and promises of points-based currency.These efforts hinge on the loyalty of familiarity and customers fears of the unknown to prevent them from straying.The problem is,this kind of loyalty is ripe for disruptionand easy to break.One email

24、 from a competitor offering a deep discount for a first-time purchase just might sway those seemingly loyal customers.Or what if a competitor boldly wades into a political or civil rights fray,and your customerswhose values align perfectly with that move decide to purchase their next coat,brunch,or

25、kayak from that brand.Maybe they even join that brands loyalty program.The second type of loyalty,found more rarely,is akin to devotion.Yes,it also uses data,tech,and automation to measure and predict customer value,and keep people coming back.But it leverages these tools in more human,more creative

26、 waysinviting customers to join something greater.This brand inspires,involves,and rewards them.And this type of loyalty begins the first time someone hears about your business and builds with every interaction.This second type is what modern,long-lasting brands aim to cultivate.In addition to ratio

27、nal elements,consumers today expect companies to deliver exceptional customer service,privacy,and brand values that align with theirs.Obviously,a lot is weighing on a brands approach to loyalty.(See appendix,question 9.)Is your loyalty strategy past its freshness date?There are two categories of loy

28、alty we see in todays marketplace.?.?/36780$%TU3aPQ!$%+v?OP_u;Azwijv%k/(xyOP_k?#$Kklm-noJRS0$%TUYOKq)LMzex6A7w;?JGacOPQRSTOPQRST?.?RST)I67/0189f/(PnopF67K44%2222222222222222222!#$USVWXYZ!&2*+!,-./0LEY wZ QpfJk()/“”Q0189Ku/10v_a!bcd1e6fg)hi,-.jkRST*+c(”4J#$%&#!RSRT.VJ-rc/(P3q|Aw4P/35Jh4JAw3lm01KL*+|U

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30、RS$%&YOKq)LMzw;ijh4LN67wmn6w9#+wde/|WnoP“;?9wJ6789wPGacTHE CHANGING LOOK OF LOYALTY12Understanding what makes consumers feel more loyal should inform how you influence them to act more loyal.While rational reasons(e.g.,offers,benefits,and rewards)are still vital,an increasing number of emotional dri

31、vers show significant importance.3.Brand loyalty is driven by much more than programsEIGHT PRIMARY FINDINGS4.Brand engagement is critical to avoiding attritionLoyalty programs can build brand trust,but one misstep during the customer experience can deeply erode the consumer-brand relationship.44%of

32、respondents have stopped engaging with a loyalty program because of a single bad experience.And that percentage increases with members of Gen Y and Z.Loyalty is bigger than a programit extends across the entire customer experience.(See appendix,question 10.)13OGILVY EXPERIENCEHigh-quality productsDi

33、scounts,rebates,and promotional offersLoyalty program rewardsExceptional customer serviceKnowing my privacy is protectedBrand values that align with my valuesBrands that create unique experiences personal to mePersonalized communicationsSomething elseNone of these65%60%55%52%45%36%31%27%1%1%SURVEY Q

34、UESTIONWhat makes you feel loyal to a brand?Please select all that apply.RationalEmotionalFirst,theres the transactional,back-of-mind loyalty whose customers stick with a brand because its the easy,go-with-the-flow thing to do.The vast majority of businesses land hereusing data,technology,and automa

35、tion by rote in hopes of bringing people back via regular communications,discounts,and promises of points-based currency.These efforts hinge on the loyalty of familiarity and customers fears of the unknown to prevent them from straying.The problem is,this kind of loyalty is ripe for disruptionand ea

36、sy to break.One email from a competitor offering a deep discount for a first-time purchase just might sway those seemingly loyal customers.Or what if a competitor boldly wades into a political or civil rights fray,and your customerswhose values align perfectly with that move decide to purchase their

37、 next coat,brunch,or kayak from that brand.Maybe they even join that brands loyalty program.The second type of loyalty,found more rarely,is akin to devotion.Yes,it also uses data,tech,and automation to measure and predict customer value,and keep people coming back.But it leverages these tools in mor

38、e human,more creative waysinviting customers to join something greater.This brand inspires,involves,and rewards them.And this type of loyalty begins the first time someone hears about your business and builds with every interaction.This second type is what modern,long-lasting brands aim to cultivate

39、.In addition to rational elements,consumers today expect companies to deliver exceptional customer service,privacy,and brand values that align with theirs.Obviously,a lot is weighing on a brands approach to loyalty.(See appendix,question 9.)Is your loyalty strategy past its freshness date?There are

40、two categories of loyalty we see in todays marketplace.?.?|Uh4JAwA0Bca#rKklm-noWHKcQyznopf/80%Qp-/xyzIGHRSTdeqFKWLcLM;(MKLc(Mwt/lmw-8Ku/11v u0v?wxy_qFw)X&/01“89wmnK5.Loyalty programs must evolve to meet the full range of consumer needsThe old approach of relying on regular communications,discounts,a

41、nd point-based currency is not sustainable.A new approach,building emotional loyalty and personal relationships,is whats needed.Eight in ten consumers surveyed indicate that emotional benefits help maintain engagement in a loyalty program.This is not about one type of benefit over the other.Its abou

42、t a balanced approach that appeals to a wide range of generational and regional segments.(See appendix,question 11.)An engagement approach that addresses both rational and emotional motivations helps programs evolve to provide richer experiences and targeted value to customers.EIGHT PRIMARY FINDINGS

43、THE CHANGING LOOK OF LOYALTY1415OGILVY EXPERIENCEWe believe brand devotion requires four types of consumer bonds:emotional,social,financial,and structural.BOND WITH CONSUMERS IN FOUR WAYSBy factoring in these four components,a company extends its brand value and differentiates its loyalty propositio

44、n.The strong bonds built can unlock advocacy or sustain negative interactions.SURVEY QUESTIONWhich of the following are most likely to keep you engaged with a brand loyalty program?Please select all that apply.RationalEmotionalPromotions and offersEarning points for rewardsSurprise gifts delivered t

45、o members periodicallyA brands reputation and valuesOngoing product and service enhancementsProgram tiers to receive exclusive benefits based on my spending activityEasy-to-understand updates about privacy and data securityPersonalized service and communications based on my preferencesUnique brand e

46、xperiences and invitation to exclusive member eventsAccess to a member commmunitySomething elseNone of these66%63%47%45%43%38%37%35%32%23%0%1%Experiences that make people feel personally recognized and involved,such as personalization,exclusive access,and surprises.Experiences that give a financial

47、benefit to loyaltyfor example,points for purchase,coupons and exclusive offers.Experiences that give a social benefit to loyalty,such as access to networks and group benefits.Experiences that make it harder to leave the brand or easier to keep buying,such as subscription programs or free shipping.So

48、cialStructuralFinancialEmotional5.Loyalty programs must evolve to meet the full range of consumer needsThe old approach of relying on regular communications,discounts,and point-based currency is not sustainable.A new approach,building emotional loyalty and personal relationships,is whats needed.Eigh

49、t in ten consumers surveyed indicate that emotional benefits help maintain engagement in a loyalty program.This is not about one type of benefit over the other.Its about a balanced approach that appeals to a wide range of generational and regional segments.(See appendix,question 11.)An engagement ap

50、proach that addresses both rational and emotional motivations helps programs evolve to provide richer experiences and targeted value to customers.EIGHT PRIMARY FINDINGSTHE CHANGING LOOK OF LOYALTY1415OGILVY EXPERIENCEWe believe brand devotion requires four types of consumer bonds:emotional,social,fi

51、nancial,and structural.BOND WITH CONSUMERS IN FOUR WAYSBy factoring in these four components,a company extends its brand value and differentiates its loyalty proposition.The strong bonds built can unlock advocacy or sustain negative interactions.SURVEY QUESTIONWhich of the following are most likely

52、to keep you engaged with a brand loyalty program?Please select all that apply.RationalEmotionalPromotions and offersEarning points for rewardsSurprise gifts delivered to members periodicallyA brands reputation and valuesOngoing product and service enhancementsProgram tiers to receive exclusive benef

53、its based on my spending activityEasy-to-understand updates about privacy and data securityPersonalized service and communications based on my preferencesUnique brand experiences and invitation to exclusive member eventsAccess to a member commmunitySomething elseNone of these66%63%47%45%43%38%37%35%

54、32%23%0%1%Experiences that make people feel personally recognized and involved,such as personalization,exclusive access,and surprises.Experiences that give a financial benefit to loyaltyfor example,points for purchase,coupons and exclusive offers.Experiences that give a social benefit to loyalty,suc

55、h as access to networks and group benefits.Experiences that make it harder to leave the brand or easier to keep buying,such as subscription programs or free shipping.SocialStructuralFinancialEmotional5.Loyalty programs must evolve to meet the full range of consumer needsThe old approach of relying o

56、n regular communications,discounts,and point-based currency is not sustainable.A new approach,building emotional loyalty and personal relationships,is whats needed.Eight in ten consumers surveyed indicate that emotional benefits help maintain engagement in a loyalty program.This is not about one typ

57、e of benefit over the other.Its about a balanced approach that appeals to a wide range of generational and regional segments.(See appendix,question 11.)An engagement approach that addresses both rational and emotional motivations helps programs evolve to provide richer experiences and targeted value

58、 to customers.EIGHT PRIMARY FINDINGSTHE CHANGING LOOK OF LOYALTY1415OGILVY EXPERIENCEWe believe brand devotion requires four types of consumer bonds:emotional,social,financial,and structural.BOND WITH CONSUMERS IN FOUR WAYSBy factoring in these four components,a company extends its brand value and d

59、ifferentiates its loyalty proposition.The strong bonds built can unlock advocacy or sustain negative interactions.SURVEY QUESTIONWhich of the following are most likely to keep you engaged with a brand loyalty program?Please select all that apply.RationalEmotionalPromotions and offersEarning points f

60、or rewardsSurprise gifts delivered to members periodicallyA brands reputation and valuesOngoing product and service enhancementsProgram tiers to receive exclusive benefits based on my spending activityEasy-to-understand updates about privacy and data securityPersonalized service and communications b

61、ased on my preferencesUnique brand experiences and invitation to exclusive member eventsAccess to a member commmunitySomething elseNone of these66%63%47%45%43%38%37%35%32%23%0%1%Experiences that make people feel personally recognized and involved,such as personalization,exclusive access,and surprise

62、s.Experiences that give a financial benefit to loyaltyfor example,points for purchase,coupons and exclusive offers.Experiences that give a social benefit to loyalty,such as access to networks and group benefits.Experiences that make it harder to leave the brand or easier to keep buying,such as subsc

63、ription programs or free shipping.SocialStructuralFinancialEmotional5.Loyalty programs must evolve to meet the full range of consumer needsThe old approach of relying on regular communications,discounts,and point-based currency is not sustainable.A new approach,building emotional loyalty and persona

64、l relationships,is whats needed.Eight in ten consumers surveyed indicate that emotional benefits help maintain engagement in a loyalty program.This is not about one type of benefit over the other.Its about a balanced approach that appeals to a wide range of generational and regional segments.(See ap

65、pendix,question 11.)An engagement approach that addresses both rational and emotional motivations helps programs evolve to provide richer experiences and targeted value to customers.EIGHT PRIMARY FINDINGSTHE CHANGING LOOK OF LOYALTY1415OGILVY EXPERIENCEWe believe brand devotion requires four types o

66、f consumer bonds:emotional,social,financial,and structural.BOND WITH CONSUMERS IN FOUR WAYSBy factoring in these four components,a company extends its brand value and differentiates its loyalty proposition.The strong bonds built can unlock advocacy or sustain negative interactions.SURVEY QUESTIONWhi

67、ch of the following are most likely to keep you engaged with a brand loyalty program?Please select all that apply.RationalEmotionalPromotions and offersEarning points for rewardsSurprise gifts delivered to members periodicallyA brands reputation and valuesOngoing product and service enhancementsProg

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70、give a social benefit to loyalty,such as access to networks and group benefits.Experiences that make it harder to leave the brand or easier to keep buying,such as subscription programs or free shipping.SocialStructuralFinancialEmotionalE678#$F%&iWH6/67RS&67mn/FF)aRST KJLMDOijk/jmnWYna=P)/#IK-!(./=0E

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