New  Genera)on  of  LoyaltyHow  business  can  benefit  from  the  rich  user  experience

10 June 2014 © COMARCH

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USER  or  CUSTOMER  experience?

!

CUSTOMERS

U S E R S

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New  Loyalty  Examples

TOP  3

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3

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MY  STARBUCKS  REWARDS  

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Nothing really exciting, huh?

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Hey, that’s much better !

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Surprise  &  Delight

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Recogni)on   levels

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…s)ll  a  way  to  goMOBILE ORDERS SOCIAL FACTOR

ONLY TRANSACTIONS COUNT

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2

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PEPSI  PULSE:EXPERIENCE  POINTS

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Nice!

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Online engagement!

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…and Virtual Rewards!

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USER  CENTRED  PROGRAMME

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#1  Non-­‐transac)onal

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#2  Lack  of  users’self-­‐expression

(customisation of experience)

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1

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Great online experience !

User self-expression!

User self-expression!

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Surprise  &  Delight?

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Mind-blowing offline experience !

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Result: a customer in love…

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…and the brand is not far behind

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+    fully  transac)onalincluding  partners

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…anything  to  improve?MOBILE CHECK-INS MOBILE PAYMENTS VIRTUAL REWARDS

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Conclusion:

no  one’s  perfect  (…but  some  are  pre\y  close)

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…but  why  should   we  care?

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CUSTOMER(of  21st  century)

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DATA(BIG?)

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BRAND(AND  IT’S  COOL  FACTOR)

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LOYALTY(THE  EMOTIONAL  ONE)

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Thank you

Mateusz Popiolek!Consulting Director CRM & Marketing mateusz.popiolek@comarch.com !@popiol

Have a great evening!