3. Got a Question?
Use the Chat window in GoToMeeting to submit your questions
throughout the session; we have left time for Q&A at the end of the
webinar
If we don’t get to your question during the session, please send
questions directly to amberlie.denny@rewardstream.com
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5. Program stats
Loyalty 32% of loyalty
program program
members make members
up 35% of a redeem
company’s rewards
total customer
base'
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6. Responsibility for
loyalty falls on the
marketing team
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27. • The value of loyalty programs, as perceived by
consumers, is declining.
• Market differentiation of their program is the greatest
challenge for loyalty marketers.
• Loyalty marketers have pegged mobile
and social as key emerging tactical
areas for their loyalty programs.
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28. “How can you create a
differentiated offering
and positively impact
perception of your
loyalty program?”
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29. … BE DIFFERENT
• Focus on different objectives from competitors’
programs, or
• Aspire to accomplish the same objectives using
different methods
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30. Forrester asked what the top three business objectives
were for customer loyalty programs. Let’s take the top
five…
1. Customer retention
2. Profitability and revenue
3. Engagement
4. Customer lifetime value
5. Customer acquisition
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31. …now flip them around, and focus on the top three:
1. Customer acquisition
2. Customer lifetime value
3. Engagement
4. Profitability and revenue
5. Customer retention
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32. Look Beyond the Purchase
• Increase your customers’ value by incenting them to
do more than just purchase from you. Extend your
program to include other valuable behaviors, like social
sharing, reviews, comments—and more.
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33. Buyer Behaviors along the Loyalty Continuum
Awareness Research Consider Activation Engagement
• Marketing & • Advice from • Sign up for a • Make purchase • Loyalty and
Advertising Friends, Family trial advocacy
• Sign up for
• Referral from a • Visit brand • Visit service • Referrals
satisfied website competitors’
customer sites • Promotional • Share
• Read reviews & offer
•Recommendatio consumer • Price/Service • Comment on a
ns through a opinions comparison • Become a social network
trusted network member
• Join a fan page • Repeat
Purchase
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34. Advocacy, Referrals and Recommendations
• Increase customer acquisition with a customer
advocacy or referral program delivered via social
media
• Trust is the new currency:
Get people talking about you—if
it’s something they’re excited
about, moved by, passionate
about make it easy for them
to share that with friends and
family
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35. Top 100 eTailer: Customer Acquisition Increased by 98%
• Launched a social referral
program to reward existing
customers for recommending
the company to friends and
family
• Customers share coupon
offers over social channels –
it’s easy
• In the quarter after launch,
the program was responsible
for …
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36. Take it on the Road.
• Leverage mobile devices to facilitate customer
product recommendations, 80% of which happen
offline.
• By taking advantage of mobile, you can allow your
customers to refer your brand whenever, wherever
they are “in the moment.”
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37. Top Telecom: Lowering Attrition Rates through Social &
Mobile Referrals
• Acquire new customers
through customer and
employee referrals
• Mobile and web-based
social sharing program
• SMS, email, in-store
and in-pack awareness
• Building relationships
with prepaid
customers
• Lower attrition rate
over other acquisition
methods
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38. CPG of Food Products: Gathered Invaluable CI
• Aspects of their program include: incents and rewards
purchases, sharing with friends, referrals, participating
in polls, surveys, contests.
• Catalog offers items that customers LOVE (and keep
coming back for).
• Utilizes badges and leveling as a way to keep
customers engaged long-term.
• Leverages surveys and polls to improve CI.
“This program is a great example of how a brand took the
basics of traditional loyalty and married in some new
elements – such as sharing, referring and badging – to
create a highly engaging program that is exceeding both
its member and its business owner’s needs.”
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39. Socialize Your Program to Drive Awareness
Kula Causes makes the act of donating talkable.
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40. Get your members talking to increase awareness and
engagement.
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41. What are your next steps?
• Don’t stop what you’re doing, massive change scares
away customers.
• Accentuate your program with fresh ideas. Utilize
initiatives like a social referral program, social sharing and
comments to name a few.
• Use polls and surveys to increase customer intelligence on
your website and social properties.
• Experiment. Take a step-wise approach. Change doesn’t
have to be massive to move the needle.
42. About RewardStream
Since 1999, RewardStream has been a leading
provider of viral marketing, social referral, social
loyalty, traditional loyalty and engagement solutions
for some of the world’s most esteemed brands.
Spark™ is a viral marketing & social referral solution
powered by the trusted recommendations of happy,
satisfied customers.
• Makes it fast and easy to recommend a brand
through referrals and generates interaction with
customers
• Delivers insight into the recommendation lifecycle.
Track impressions, referrals, shares, referrals by
channel, conversions and more
43. Thank You for Joining Us Today
Richard Robins, Emily Murphy,
VP Client Success Analyst
RewardStream Forrester Research
Direct: 604.282.7554 Direct:617.901.4944
richard.robins@rewardstream.com emurphy@forrester.com
www.rewardstream.com www.forrester.com
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facebook.com/RewardStream
@RewardStream