Post on 13-Aug-2015
SERENDIPITY
Image credit: Flicker user Max
E N G I N E E R I N G O M N I C H A N N E L P E R S P E C T I V E S
“ IF YOU DON’T LIKE CHANGE, you’re going to like irrelevance even less.
General Eric Shinseki, U.S. Army, Ret.,
Former Secretary Veterans Affairs
Sources: 2000 COLLOQUY Sizing Study, 2007 COLLOQUY Loyalty Census, 2009 COLLOQUY Loyalty Census, 2011 COLLOQUY Loyalty Census, 2013 COLLOQUY Loyalty Census, 2015 COLLOQUY Loyalty Census
2000 2006 2008 2010 2012 2014
.97B
1.34B
1.80B
2.09B
2.65B
3.32B
37.3%
34.5%
16.3%
26.7%
25.5%
LOYALTY GROWTH
“ I love you and
YOU DON’T EVEN KNOW MY NAME.
Fara Howard, Global VP Marketing for Vans Gartner Digital Marketing Conference
Image credit: Flickr user Microsoft Australia
“WE MOVE INTO A WORLD OF ENGINEERED SERENDIPITY.” JASON SILVA
POINTS � REWARDS � KEYFOBS � CARDS � STATUS � BIRTHDAYS � REWARDS CATALOG � NEWSLETTERS � PERSONALIZATION � ONBOARDING EMAILS �
CUSTOMER LIFETIME VALUE � HIGH POTENTIAL � INFLUENCERS � CHECK-INS � MEMBERS � PLATINUM � GOLD � FREQUENCY � ENGAGEMENT �
RETENTION � ACQUISITION � TANGIBLE � BENEFITS � PREFERENCES � GROWTH � SHARE OF WALLET � SELF-REPORTED DATA �
REPEAT VISITS � BASKET ANALYSIS � DISCOUNTS � EARN AND BURN � REDEMPTION � SPLITTERS � HIGH POTENTIAL � TRUNK SHOWS � REMINDER EMAILS �
PROFITABILITY � LOOKALIKES � PRIVILEGE � SURPRISE AND DELIGHT � JOURNEYS � EXPERIENTIAL BENEFITS � SWEEPSTAKES � FREEBIES �
FREE SHIPPING � INCENTIVES � ADVANCE NOTICE � EXCLUSIVE OFFERS � BONUS EVENTS � SURVEYS � MEMBER LOUNGES � MILES AND SEGMENTS � FREE UPGRADES � PARTNER PROMOTIONS � ELITE STATUS � PERKS � PURCHASE TRACKING � FIRST ACCESS � EXECUTIVE FLOORS � SUITE UPGRADE �
PRIORITY BOARDING � FREE CHECKED BAGS � NEXT CLASS OF VEHICLE � HAPPY HOUR � FREE CHAMPAGNE � CASH BACK � COURTESY VALET �
VELVET ROPE � GAMIFICATION � VIP HOTLINE � RESERVED SEATING � COMPLIMENTARY DRINKS � TIERS � SOCIAL SHARING � BADGES �
HASHTAGS � REFER-A-FRIEND � SHARE OF MIND � RETWEETS � SOCIAL LOGIN � PERSONAL STYLIST � FAST PASS � TRIALS � FREE SAMPLES �
BRAND EXPERIENCES � EARLY SALE ACCESS � DONATIONS � SNEAK PEEKS � GAS DISCOUNTS � FREE WRAPPING � WIFI ACCESS � PROGRAM EDUCATION �
SURPRISE AND DELIGHT � EXPEDITED CHECK-IN � BOTTLED WATER � FRESH COOKIES � NAME IN LIGHTS � CONCIERGE SERVICE � BACKSTAGE PASSES �
OVERNIGHT SHIPPING � AFFILIATE PROGRAMS � ENGAGEMENT REWARDS � PRODUCT REVIEWS � EASY RETURNS � ADVOCACY �
POINTS � REWARDS � KEYFOBS � CARDS � STATUS � BIRTHDAYS � REWARDS CATALOG � NEWSLETTERS � PERSONALIZATION � ONBOARDING EMAILS �
CUSTOMER LIFETIME VALUE � HIGH POTENTIAL � INFLUENCERS � CHECK-INS � MEMBERS � PLATINUM � GOLD � FREQUENCY � ENGAGEMENT �
RETENTION � ACQUISITION � TANGIBLE � BENEFITS � PREFERENCES � GROWTH � SHARE OF WALLET � SELF-REPORTED DATA �
REPEAT VISITS � BASKET ANALYSIS � DISCOUNTS � EARN AND BURN � REDEMPTION � SPLITTERS � HIGH POTENTIAL � TRUNK SHOWS � REMINDER EMAILS �
PROFITABILITY � LOOKALIKES � PRIVILEGE � SURPRISE AND DELIGHT � JOURNEYS � EXPERIENTIAL BENEFITS � SWEEPSTAKES � FREEBIES �
FREE SHIPPING � INCENTIVES � ADVANCE NOTICE � EXCLUSIVE OFFERS � BONUS EVENTS � SURVEYS � MEMBER LOUNGES � MILES AND SEGMENTS � FREE UPGRADES � PARTNER PROMOTIONS � ELITE STATUS � PERKS � PURCHASE TRACKING � FIRST ACCESS � EXECUTIVE FLOORS � SUITE UPGRADE �
PRIORITY BOARDING � FREE CHECKED BAGS � NEXT CLASS OF VEHICLE � HAPPY HOUR � FREE CHAMPAGNE � CASH BACK � COURTESY VALET �
VELVET ROPE � GAMIFICATION � VIP HOTLINE � RESERVED SEATING � COMPLIMENTARY DRINKS � TIERS � SOCIAL SHARING � BADGES �
HASHTAGS � REFER-A-FRIEND � SHARE OF MIND � RETWEETS � SOCIAL LOGIN � PERSONAL STYLIST � FAST PASS � TRIALS � FREE SAMPLES �
BRAND EXPERIENCES � EARLY SALE ACCESS � DONATIONS � SNEAK PEEKS � GAS DISCOUNTS � FREE WRAPPING � WIFI ACCESS � PROGRAM EDUCATION �
SURPRISE AND DELIGHT � EXPEDITED CHECK-IN � BOTTLED WATER � FRESH COOKIES � NAME IN LIGHTS � CONCIERGE SERVICE � BACKSTAGE PASSES �
OVERNIGHT SHIPPING � AFFILIATE PROGRAMS � ENGAGEMENT REWARDS � PRODUCT REVIEWS � EASY RETURNS � ADVOCACY �
RELEVANCE
“ Rather than being classified into a segment, each customer should be seen as
A “SEGMENT OF ONE.”
Jeff Berry, COLLOQUY