Loyalty One

Achieving Enterprise Loyalty: Integrating your loyalty marketing efforts across the organization
 - Day One

Enterprise Loyalty: An Overview
• Enterprise Loyalty: What is it and why now?
• Determining who owns the customer
• Charting out and assessing the level of change required to shift your focus from product-centric to customer-committed
• Data audit: How do you assess your organizational readiness? Who owns the data?

Selling To and Managing the C-Suite
• Using data to inform and engage the executive suite
• Quantifying the benefit for the CEO – how to translate customer-specific metrics to the “light house metrics” that the C-suite cares about most
• Transitioning the application of data to areas of the company that have never before used it
• Working out compensation in an Enterprise Loyalty setting

Moving Beyond Customer Segmentation to True Customer Insights
• Busting typical myths about customer segmentation
• Evolving beyond transactional segmentation to pursue applications along three dimensions: customer strategy, effective tactics and execution, and core business issues
• Analyzing the mix of product/service spending to identify operational and experiential enhancements
• Understanding your success zone among your most-profitable customers and your high-potential customers

The Framework for Transforming Employee Engagement:
• Empowering employees to implement Enterprise Loyalty – ensuring that your carefully deployed customer insights do not lose value when filtered through the front-line associates
• Making sure management is accountable for customer-centric and employee engagement metrics
• Rewarding for impact with formal and informal incentives: Transforming rewards for your front-line associates to recognize customer-oriented results
• How to create “Listening Posts” that encourage workers to collect and use data to improve both the customer and employee experience
• Identifying the best job candidates and keeping them engaged in customer-centric values through onboarding and storytelling 

Achieving Enterprise Loyalty: Integrating your loyalty marketing efforts across the organization
 - Day Two

Operational Deployment: Frameworks for Success
• Frameworks for transforming your company’s product/service mix
• Applying customer-specific insights to pricing and margin optimization strategies
• Data’s role in designing new innovations and services
• Real-world examples of how companies in banking, telecom and retail are beginning the Enterprise Loyalty journey

Bringing Operational Deployment to Life: A Detailed Examples of How Retailer’s are Doing It
Retailers are arguably leading the way and are furthest on the “journey” to true Enterprise Loyalty. Stories and examples cited throughout the workshop will include:
• Real examples of how retailers leverage customer insights to improve sales and profits through better product mix and merchandise assortment
• Identifying the items your best customers are price-sensitive about, and which they’ll spend more on
• Working with your suppliers to determine the best promotional strategies for best customers
• Using Enterprise Loyalty, and data, as a defense tool when the competition strikes in your neighborhood

Operational Deployment: Marketing and Communications
• The role of data in crafting customized offers and messaging
• How small steps can deliver big results. Identifying the quick-wins
• Using social media to build loyal communities and develop a “trialogue” that amplifies your message
• The keys to relevance and the kinds of recognition that result in long-term emotional loyalty
• Identifying and eliminating the pain points in all of your customer touch points

Change Management: Where to Start
• An overview of a customer-centric change management framework
• Developing a comprehensive change management action plan, from realistic timelines to communication plans to compensation realignments
• The role of a dedicated change management team