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  • admin 9:51 am on August 29, 2015 Permalink
    Tags: Examples, , , , RealWorld   

    Real-world Examples Of Individualized Loyalty Programs 

    Screen Shot 2015-08-26 at 12.44.31 PMNow that I’ve: 1) defined individualization as the next generation of loyalty and customer engagement and 2) identified the five keys to individualized loyalty, I’d like to explore how a few leading brands are innovating and excelling with individualized loyalty and customer engagement programs.

    Disney

    Born out of a desire to reduce friction and deliver a “touch of magic” to the customer experience, MagicBands are quickly becoming an integral part of Disney vacations.

    These RFID-enabled bands are individualized to each guest and eliminate the need for paper tickets, FastPass+… and even a wallet. What’s more, the MagicBand allows Disney to track you through its parks. Imagine the look on your child’s face when Anna and Elsa greet her by name – and know that she saw Mickey and Minnie at breakfast.

    Describing their individualized experience, Disney COO Tom Staggs quotes Arthur C. Clarke: “Any sufficiently advanced technology is indistinguishable from magic.”

    By reducing friction around which lines to wait in, where to find Disney characters, what to eat, etc., visitors free themselves to experience more of the park. When they do, they create more memories and ultimately, spend more.

    This kind of magic shows how well brands can create opportunities for customers to clamor to share their information. As Cliff Kuang of WIRED wrote in his article about MagicBands, “No matter how often we say we’re creeped out by technology, we tend to acclimate quickly if it delivers what we want before we want it.”

    Starbucks

    Today’s loyalty members are leaving the plastic behind, instead carrying their memberships with them via smartphone. In fact, the 2015 Bond Brand Loyalty Report even goes so far as to call mobile the “strategic high ground in loyalty.” Combining communication, unique ID, analytics tools and a payment vehicle, mobile devices add utility to marketing by providing consumers a link between the offline and online worlds.

    This trend prompted Starbucks to transition My Starbucks Rewards members from plastic cards to the Starbucks mobile app. It’s a move that makes infinite sense. After all, most of us have stood in line at Starbucks, and as we waited, what did we have in our hands? Plus, smartphones are certainly a more reliable way of tracking payments than a gift card that’s easily forgotten (or lost).

    Starbucks reports that mobile app transactions now account for 16% of total revenue, with 7 million transactions tracked per week, across the 13 million active app users and more than 9 million active My Starbucks Rewards members.

    By engaging loyal customers through mobile, Starbucks has embraced the digital experience while still focusing on the in-store “third place” experience. This clear, cohesive emphasis on the customer experience across all channels shows what loyalty can achieve when it’s embedded throughout the connected experience.

    If we think about the tens, or hundreds, of times per day consumers interact with different brands, the opportunity for any of them to resonate in a meaningful way may be slight. But what about the apps consumers interact with obsessively (remember Angry Birds, Words With Friends, Candy Crush?) or the websites they visit regularly? Are those interactions wasted? Are you embracing data driven marketing and all the channels that enable you to connect with your customers?

    Apple

    The Apple Watch provides yet another opportunity to individualize relevance in a truly intimate way. Indicative of a burgeoning new age of connected wearables, the Apple Watch is a highly personalized part of the Internet of Things (IoT), an entire movement focused on making lives better and easier by using insights from data to drive purposeful action.

    The IoT is all about seamlessly blending technology, things and people to create meaningful interactions – and those meaningful (data-driven) interactions can lead to loyalty. That’s what American Airlines is doing with its AAdvantage program. When a brand is able to connect directly with known individuals, with real time marketing and a right-time relevant value exchange that’s imperative to how they go about their day, a competing brand never has a chance to disrupt the relationship.

    Yes, loyalty and engagement are changing – as all of marketing is. But though the mechanics are evolving, the recipe for success remains the same: Building a relationship with your best customers provides proven results, and engaging your customers to propel them forward outpaces acquisition every day of the week. Understanding your customers more deeply as individuals empowers you to create a differentiated customer experience that keeps your best customers coming back.

    By embracing real customer obsession, unifying loyalty and engagement and infusing it throughout your customer experience, you clearly communicate the value you offer and deliver a real reason to connect and engage with you, and be loyal now, and in the future.

    At Teradata, we believe in the power of marketing AND the power of the individual – and in rising above mere mass personalization to connect with the customer through a truly individualized experience. Loyalty has always been about engaging the individual – and this next evolution in individualized loyalty and engagement will enable marketers to harness that power to retain and grow their most profitable customers.

    As COLLOQUY Research Director Jeff Berry pointed out the power of the individual in this year’s census:

    “Rather than being classified into a segment, each customer should be seen as a ‘segment of one.’”

    The days of grouping customers as “close enough” profiled segments is over.

    The future is all about “magically” engaging the loyalty of a segment of one.

    The post Real-world Examples Of Individualized Loyalty Programs appeared first on Teradata Applications.

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  • admin 9:57 am on February 1, 2015 Permalink
    Tags: , , Examples, ,   

    6 Big Data Examples From Big Global Brands 

    big data examples from major global brandsWhere are we with big data? Has it moved from theory into practice? Are global organizations really using big data today to make significant changes in their organizations? Are there working solutions in the market that derive value from the analysis of non-traditional data?

    Let’s discuss six big data examples that illustrate how big global brands are realizing big gains from their use of these new data sources.

    Get a better understanding of how major corporations like wireless carriers, healthcare providers, tech players and hardware manufacturers are supporting a culture of innovation with these examples of new capabilities with nontraditional big data.

    A major U.S. wireless carrier is a perfect example of a big data innovator. As part of their big data solution, the carrier now has a repeatable process for uncovering insights that solve issues management wants addressed.

    Consider this big data example: recently the carrier analyzed voice conversations (a difficult source of unstructured data to handle previously) between customers and call reps. The organization needed to discover why customers were calling into service centers after making online payments. Using big data analytics , the internal team uncovered an answer that wasn’t available by other means – it learned that customers needed reassurance from a call rep that their service would not be interrupted due to late payment. With this valuable insight, the carrier understood that it needed to confirm the payment assured uninterrupted service. The result was an immediate drop in calls to customer service.

    The same carrier “listens to customers” in real time and in a way never possible before big data analytics. By integrating and analyzing big data examples like social posts and call verbatims, the company has greatly enriched its individual customer portraits. Now it gains a significant advantage over competitors by quickly targeting communications or marketing efforts based on customer sentiment instead of marketing guesses about customer groups.

    Another big data example lies within a solution used by premier global wireless carrier Vodafone Netherlands. With its new capabilities, the phone company has the advantage of being able to integrate large amounts of customer-based nontraditional data – such as social posts and web history. It can now generate a higher level of insight from its greatly expanded variety of data sources. The result is a more sophisticated view of customers. These new insights allow marketing to deliver more relevant offers to realize two significant benefits: stronger marketing success and the ability to distinguish its premium brand from lower-priced competitors. Learn about other ways international carriers benefit from big data analytics.

    Wellmark Blue Cross/Blue Shield also use big data to find new answers. One healthcare provider had a troubling inbound call volume – with a distinctive pattern. Six percent of its members accounted for 50 percent of its inbound call volume. With its new big data solution, the insurer can leverage text from call logs and integrate that with transaction data. This establishes a repeatable process to untangle odd call volume phenomenon like this, and others. Learn how Wellmark Blue Cross/Blue Shield benefits from big data analytics.

    A global leader in consumer transaction technologies, NCR, has effectively leveraged diverse data sources to fundamentally modernize its business capabilities. Big data has supplied near limitless opportunities for the hardware and software giant. For example, it can now predict when certain devices in the field will fail. This opportunity is large considering the organization services tens of millions of devices around the world. The company receives telematics data from devices in the field and performs predictive analytics to determine the health of the technologies it both manufactures and/or services. The benefit? It can send digital instructions remotely to wired devices to address issues – or it can send technicians with the correct parts and tools, to the right device, at the right time. Downtime at customers can be planned or even prevented. Learn how NCR uses big data analytics.

    Dell uses social media data to double closure rates and drive business results. With a sophisticated big data solution, it enhances the view of its customers and prospects in real time by tying traditional transaction records with things like social media user names and email addresses. With this information, the computer maker can offer personalized promotional offers. Big data analytics produces insights based on this newly expanded view of the customer that improve propensity models, which in turn, makes future campaigns more successful. Prior to this novel use of social data, marketing could only identify names for about 33 percent of those who responded to promotional programs. Now, the manufacturer accurately identifies 66 percent of respondents. Learn about ways that Dell drives business using big data analytics.

    Learn more about Teradata’s Big Data Analytics Solutions.

    The post 6 Big Data Examples From Big Global Brands appeared first on Data Points.

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