My Key Take-Outs from the DMA Customer Engagement Conference
I was absolutely thrilled to be back at conferences in 3D this month, and where better to start than with the DMA (Data & Marketing Association) UK’s event with its brilliant combination of research, panels and case studies. Absolutely loved it and got some great insights from it too. I do apologise for the amateur pictures – made me realise I need to upgrade my phone… but including as hoping they are useful.
Thought it would be useful to share here, makes a very nice complement to our insights from “What the Brits Want from Loyalty Programmes 3.0” and our great YouGov data.
Scott Logie, Chair of the DMA Customer Engagement Committee opened the event, followed shortly by Tim Bond, DMA Director of Insight, who gave us a great overview of the new Customer Engagement Report: How to win trust and loyalty. The report provided a wealth of new insight and data and would be impossible to summarise here (I strongly recommend you get hold of a copy), but here are some of the big insights I took out from the day and the questions they have made us consider for our clients.
Universality – everyone is going to be affected by the cost of living crisis – as Tim so eloquently opened “Clearly everyone is going to be impacted as the situation is changing and it’s universal.”
How will this universality of impact affect your member and customers?
Cost of Living Segmentation – 41% of consumers are struggling to some degree with affordability. 43% are “comfortable”, 17% are “safe spenders”, 5% are “spend it all spenders”, 19% are “struggling”, 16% are “precarious”.
How can we identify where our members sit in this segmentation? What do we need to do differently for the different segments?
Deal Dependence Is Returning – 51% often change their mind because of a deal or offer. 40% of consumers overall said that if they stopped receiving deals and offers they would stop shopping with the brand.
How can we keep our loyal customers loyal? And how can we use deals and offers to attract new customers? How will this affect our brands partnerships?
Brand Partnerships Are Highly Desirable – 59% like it when brands partner with other brands to offer a wider range of loyalty benefits. 80% would like to collect and redeem rewards across a number of brands.
How can we turbo charge our brand partnerships portfolios? Where can we think differently and bigger to increase our breadth?
The research was followed by a series of panels and case studies including brands such as IKEA Family, Santander, Worldwide Cancer Research, Tesco Clubcard and Canon Club. As with the research it would be impossible to cover everything here, but some great key take-outs were:
Have Big Ambitions – shoot for the stars and you will hit the moon – think big and be very focused on doing things to encourage your customers to really love you. Include transactional, emotional and engagement KPIs.
Serve The Brand – the loyalty programme is only ever in service to the brand, ensure your programme is directly connected to the brand promise.
Global Frameworks, Local Adaptation – it’s important to have a global concept, but encourage and enable local market adaptations.
Offer Real Value – work out what value means for your customers and offer it – for example, on Tesco Clubcard value perception is delivered through 3 initiatives – Aldi Price Match, Low Everyday Prices and Clubcard Prices.
Consider Charitable Giving – an essential part of your loyalty strategy, gives people that feel good feeling.
We’re already using these new insights and datapoints in our reward, loyalty and partnerships planning – a great new source of data for our Mando-Connect Engine Rooms. I strongly encourage loyalty marketers everywhere to check out the report and do the same.
