megaevent 2012 conference - crossing the loyalty chasm

8th FFP Loyalty Conference 2012

LEAD SPONSORS

Cross the loyalty chasm!and inspire your audience!

!Kevin Yeow, President, ICLP Americas!


The Loyalty Chasm:!The gap between consumers’ !expectations and brand delivery!

Evaluating the global loyalty landscape!



Key trends and findings!

Real-time rewards !and instant gratification.!

Control, choice!and personalization.!

A more valuable !and relevant currency.!

Emerging markets!are heralding the change.!



Real-time rewards!and instant gratification!



Instant and real-time - a loyalty chasm!

Instant crediting , redemption, servicing.!!!



Real-time engagement!

!Mobile can facilitate greater instant behaviour.!

Spontaneous burn opportunities.!



Real-time: Marriott Rewards!

!“The rules on your points are officially relaxed”!

!

!



Please add in the ICLP logo and you might feel that it is be6er to use the grey audience background rather than this one so please feel free to play!

Control, choice!and personalization!



Give control to the customer!

Greater relevant targeted content / offers.!

Customized and ability to tailor.!Valuing interaction and data provision.!

!



Customer control: ChoicePlus Card, Amex!

!“Choose which merchant you want to earn double points with” !




A more valuable !and relevant currency!



Currency value and utility – a loyalty chasm!



Creating greater value and utility!

More options to redeem.!

More options to earn.!



!“Shop and earn with hundreds of merchants”!

!

Currency value – Virgin Australia!




Emerging markets!are heralding the change!



Emerging markets heralding the change!

Challenge the traditional models of loyalty. !

Higher adoption of new channels, such as social media.!Importance of status and peer influence.!

8th FFP Loyalty Conference 2012 8th FFP Loyalty Conference 2012


!“Share your dream redemption and it could come true” !

Emerging markets – Wyndham Rewards!



In summary!

Identified today’s gaps!These are relatively quick fixes.!

The new world!Leveraging intelligence and !

creativity to create loyal relationships. !

The next 25 years!More changes than !

we have seen in the past.!



LEAD SPONSORS

Thank you.!!!

Kevin Yeow, President, ICLP Americas!!

[email protected]!!


Our Heritage

Origo Marke+ng Group Priority Travel Group Insurance Group

PTI

Innova+ve product marke+ng solu+ons

•  ICLP is one of a number of marketing specialist companies that are part of the Origo Marketing Group, division of the Collinson Group.


Who we are

ICLP is a leading specialist loyalty marketing agency with a 25 year track record in the successful delivery of:

•  Global consumer loyalty and partnership marketing •  Full service client focused agency

Global capability:

• 900+ employees • 50 nationalities • 16 wholly-owned offices combining global loyalty best practice with local market insight & execution


ICLP Worldwide Clients Hotel Airline Retail IT Finance Others


Full Service CRM - ICLP

Full Service CRM

Strategy & Consul+ng

Analy+cs & Repor+ng

Communica+on Planning

Technology ( Web, Mobile)

Reward Service

Partnership Marke+ng

Call Center Services


Hotel sector case studies


Challenge •  Localisation of hotel loyalty program to China market •  Increase local member acquisition •  Drive member engagement throughout the region

What we do: •  ICLP provided a strategic consultancy and program plan to

localise their frequent guest program . •  Implemented a localised earning and redemption benefits

approach •  Created a multi-lingual online member registration website to

facilitate and increase member acquisition •  The program now enables fully localised, relevant and tailored

promotions and communications to its members. •  Developed a loyalty system with dual language capabilities •  Manage and operate Wyndham Rewards call center in China

Results •  100% year on year increase in member growth since 2007. •  Members in China have the highest activity rates amongst all

the hotel group's markets. •  The three tier redemption strategy has increased demand for

low and medium value local non-hotel rewards.

Wyndham Rewards

“ICLP’s understanding of a global loyalty approach and their expert knowledge of the China market was instrumental in successfully implemen<ng a

localised loyalty strategy which delivered membership growth and franchisee sa<sfac<on” Vice President of Loyalty

Marke+ng


Challenge •  Adopt a more efficient approach across a EMEA

programmes •  Drive increased bookings, revenue and an improved share

of business travel from small to medium-sized corporations, whilst continuing to support the needs of local markets.

What we do:

•  Develop and manage the BusinessClub program •  Delivered and managed an outsourced solution including

full program management, data insight, multi-lingual customer contact centre support, etc.

•  Created the business model and monthly management reports.

•  Launch BusinessClub B2B program in 6 markets •  Created highly targeted marketing campaigns to encourage

transactions, increase retention and drive revenue

Results •  Significantly reduced operating and marketing costs through

the creation of a single program infrastructure. •  Revenue attributed to bookers doubled within the first year

of the program and continued to grow year-on-year for the 4 years following launch.

•  Following the success of BusinessClub IHG migrated their UK Travel Agent program to the new platform, creating BusinessClub AGENT

IHG

“BusinessClub has provided us with a valuable program with usable member data capture, allowing greater customer insight and behavioural analysis. ICLP’s support from the design and planning of the program through to the ongoing day-‐to-‐day management has proven to be

invaluable.” Karen Forrest, Business Marke+ng

Manager Europe


Challenge •  Develop and launch a brand new program across the hotel

group’s global network

What we do: •  Global CRM agency

•  Audited all aspects of Mandarin Oriental Hotel CRM program

•  Launch and ongoing development of an unpublished CRM program for Mandarin Oriental's best customers across the network

Results

•  Systems and data sharing: significant efficiencies have been realised through company wide sharing of systems and data

•  Company wide training: delivered company wide CRM training and implementation of best practice

•  Data driven strategies: customer communication strategies and creative solutions are now data driven

Mandarin Oriental


Challenge •  Generate incremental revenue for Jumeirah’s Sirius

Program •  Increase member participation in the program

What we do: •  ICLP has managed Jumeirah’s Sirius Program across

the network since 1998 •  Services provided included:

–  Strategic consulting –  Operations –  Data management, cleaning and validation –  Communications –  Analysis

Results

•  Significantly increased incremental revenue: year on year growth of over 50%, generating significant incremental revenue

•  Increase in member participation. There has been a significant increase in member activity and program participation

Jumeirah International