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Moving a Loyalty Program to the Web
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A major long-distance provider asked KnowledgeBase Marketing, an integrated marketing solutions company, to develop a new loyalty database and redesign a rewards program for the company s highest-value customers. The goal of the program was to prevent churn and provide
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cross-selling opportunities. For 9 years, the long-distance provider had maintained a customer retention program on a mainframe, operating in batch mode. In Phase I, KnowledgeBase Marketing upgraded the system to a true real-time transactional database. Customers now could redeem loyalty points in real time through a call center, through an automated telephone system, or through the travel division. In addition, the new system provided the ability to offer more exciting rewards efforts, cross-selling opportunities, promotional tracking, and enhanced customer interaction with the company.
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How the Loyalty Program Worked
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Reward program members accumulated points through monthly longdistance phone usage. In addition, they were awarded quarterly and anniversary bonus points, as well as points for responses to special promotional campaigns. The accumulated points could be redeemed for invoice credits, travel options, and gift certi cates for additional products and services.
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Objectives of the Shift to the Web
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KnowledgeBase s real-time database was a very effective system for this long-distance provider. However, there were opportunities to improve costs and deepen the customer relationship by bringing the loyalty initiative directly to the rewards membership. Therefore, in Phase II, KnowledgeBase Marketing created an online redemption functionality for the loyalty platform, with the following objectives: Provide a Web-enabled interactive interface for the rewards program through the company s own Web site, crossing through rewalls, to the KnowledgeBase loyalty database. Deliver the new system in 30 days. Increase retention and cross-selling opportunities with the new system. Reduce the operating costs of the loyalty program.
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With the new system, customers could go online to obtain information, review their transaction history, and redeem loyalty points. Customers received email con rmation of their redemption seconds after the transaction, further creating a live link with the customer. Analysis of the rewards program, such as determining the type, frequency, and medium (Web, IVR, call center, etc.) of redemptions, is performed using a reporting database into which customer redemptions and other data are fed. IVR, of course, is Interactive Voice Response, the process of pushing buttons on a telephone keypad to get the information or the person you are seeking from an automatic phone answering system. In the rst week after the program was launched, the company had a 40 percent increase in point redemption. In subsequent weeks, Web redemptions grew by 5 to 10 percent. Web redemptions, of course, replaced phone redemptions. The average cost of a phone redemption was about $6. The marginal cost of a Web redemption was only a few cents. In the rst year of the Web redemption program, the long-distance provider s costs for maintaining the loyalty program were cut in half. Churn was reduced, and cross-selling initiatives were enabled through customer-friendly Web marketing efforts assisted by KnowledgeBase Marketing.
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Summary
Web response beats phone, mail, email, and fax in Reduction in cost of ful llment Data captured along with the sale Immediacy of response information Personalization and speed of response Accuracy of the data captured
Web response involves the creation of a special microsite where customers can be recognized and greeted by name, using a PIN or a cookie.
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Direct-mail promotions usually get better response rates than email promotions, but the cost per response may be higher. The Isuzu case showed that models can correctly predict which business customers are most likely to respond and which probably won t. The Scotiabank Applause program shows that internal Web programs can be highly effective in reaching employees and obtaining employee participation, even with a mature group. The KnowledgeBase program showed that long-distance customers will respond productively to an online program, saving the cost of phone response.
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