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Loyalty
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Written by Mala Raj
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Tuesday, 14 July 2009 |
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How often do we come across huge presentations on the strategy behind a loyalty program – and yet find ourselves completely handicapped when it comes to putting the plan into action! "Where does one start?" "This sounds great in theory – but how does one execute it on the ground?" Or - more simply - "What now?!"
This is certainly not to take away from the importance of strategy. Every successfully run loyalty program is based on a concept and value proposition that has come out of intensive thinking, analysis and insight. It does not end there however. What sets apart a successful loyalty program is the fact that the strategy then translated into actionable tasks that were executed with accuracy.
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Read more...
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Loyalty
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Written by Mala Raj
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Tuesday, 07 July 2009 |
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A recent incident at a Sports store - teenager looking for knapsacks. Finds two equally priced. One is clearly better than the other in terms of functionality. Yet, he chooses the second. Why? The first is a branded Arsenal FC bag which, he says, " I wont be caught dead with". The second, less useful perhaps - but a branded Manchester United one - the Club of which he happens to be an undying fan! Sport arouses passionate likes and dislikes. What about brands? Do they inspire feelings as strong? Brand marketers spend time and effort to measure Brand Loyalty. What percentage of my customers are loyal? How many will recommend my brand to others? How many will CHAMPION my brand as THEIR OWN? How about also measuring brand DISLOYALTY? Or brand AVERSION or brand REPULSION? What proportion of your target segment is secretly (or openly!) saying ' I wouldn't be caught DEAD with that brand!' And is this proportion increasing or decreasing over time? The premium your brand commands in the marketplace is a function of both the loyal base - and the actively disloyal base. Worth thinking about........ |
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Analytics
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Written by Tapan Khopkar
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Monday, 15 June 2009 |
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Read more...
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Loyalty
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Written by Mala Raj
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Monday, 15 June 2009 |
In April-May 2009, Cartesian Consulting Pvt. Ltd. conducted a grocery shopping survey with the objective of assessing the impact of the recession on grocery shopping.
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Read more...
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Loyalty
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Written by Mala Raj
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Wednesday, 10 June 2009 |
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Something for Mamata Banerjee to be proud about soon after taking over!! Indian Railways demonstrated true customer-centricity yesterday when officials travelled miles through the night to greet Delhi-Mumbai Rajdhani passengers next morning at Vadodara station with boxes of chocolates to apologise for not supplying them with snacks the previous evening. What's even better is that the failure to supply snacks was not due to inefficiency ( as we normally assume with the railways), but because of a genuine logistics problem. Still, they took the pains to apologise - and demonstrate that they were sorry. Also, not to miss - the box of chocolates went with a little note to each passenger - 'We apologise for the inconvenience yesterday'. Timely, topical, truthful - and, above all, touching. Direct marketing at its best! Plenty of lessons for us: - Do it in time - not after the customer has forgotten
- Do it in style - go the whole hog when you are apologising for an error - no half measures
- Make sure the logistics work - cartons of chocolate boxes were pre-packed according to number of passengers in each coach and easily loaded onto the train during the few minutes stop at the station
- Make sure the rest of your customers get to know - it reassures them too!
Its time others took lessons and started demonstrating their care for their customers in more tangible fashion.... |
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