CGT_Salesforce_Content Hub_Mar2022 emotional loyalty, predictive analytics, first- and zero-party data, experiential benefits, hyper-personalization, loyalty-first data strategy, Salesforce, PwC, Capgemini, Contrentix Catalyx

Discover how to drive consumer engagement and loyalty at every touchpoint

Salesforce Loyalty Management

HYPER-PERSONALIZATION

LOYALTY-FIRST BUSINESS MODELS

EXPERIENTIAL

PREDICTIVE ANALYTICS

FIRST- AND ZERO

EMOTIONAL LOYALTY

The customer journey, regardless of B2B or B2C, spans throughout all touchpoints customers have your brand from awareness to purchase to support to loyalty. In today’s customer-centric, data-driven world, the experiences (both table stakes and differentiated) deliver to engender customer loyalty extend well beyond marketing and into sales, service, supply chain, IT and even back office functions like HR and finance.

Loyalty is the red thread through all of your organization to activate growth and thus is an enterprise-wise strategy. While there’s often one team that owns your loyalty program, customer loyalty shouldn’t lie within a single team and should be governed by leadership across the organization. Given that your customer journey continually evolves, your strategy and governance should follow suit, by continually ideating, prioritizing and activating use cases that deliver profitable growth and ideal customer experiences. A core pillar of loyalty strategies and use cases activated is often capture and use of 1st data; this enables the data-value exchange where customers are incentivized to provide data personalized, loyalty-driving experiences. Management of this customer data and insights also be governed by an enterprise-wide body to ensure a foundation of quality data and value-driving insights growth of both your loyalty program and the enterprise as a whole.

Loyalty as a Data and Enterprise-Wide Strategy

Whether B2B or B2C, the fundamental purpose of loyalty programs remains the same: • Drive sustained brand loyalty and advocacy • Improve customer experiences and business value. Now it's more important than ever to drive customer demand and loyalty through personalized, differentiated and seamless experiences. By moving away from a traditional loyalty approach to an experiential loyalty strategy, you can understand the true attitudes and behaviors of your customers in order to establish deeper & more meaningful connections that are rooted in their wants, needs, and values — as opposed to purely transactions and commercial exchanges.

An experiential loyalty program can instill a genuine sense of belonging and brand loyalty by offering participants rewards and incentives that provide them with: • Real value • Connect them to a community • Make their lives easier or more fun

Evolve From Reward Points to Experiential Benefits

Driving program ROI requires access to real-time and predictive analytics. Brands must understand member behavior and engagement and track markers for emotional loyalty. Predictive capabilities help brands better manage the profitability of their program. This data needs to be made available across relevant teams throughout the experience.

As a leader in connected membership and loyalty, Concentrix Catalyst evolves brands into ones that focus on loyalty as an outcome and as an enterprise discipline. We connect the dots with data and build solutions to deliver measurable outcomes • Customer-centric measurement strategy and KPIs to • Understanding, measuring, and influencing emotional • Program ROI optimization through real-time insights • Predictive analytics to enhance program ROI • Data science, modeling & analytics • Business case development & ROI modeling

Optimizing Loyalty Program ROI

The capability of hyper-personalization has shifted from a future-state to an expectation today. Brands must leverage a unified view of every member using data from within, and outside of, their program to personalize offers, benefits, and experiences based on behaviors, demographics, and affinities. Concentrix Catalyst helps brands transform their focus on the customer, putting insights, empathy, and value delivery in creating moments-that-matter. The Catalyst team is uniquely skilled at taking great strategy and making it real; clients love Catalyst for strategy-to-action focus -- and getting things done! • Membership vision, strategy, and program design • Human-centered, omni-channel member service and • Digital experience design & development

• Data strategy that builds a unified view of customers

Bringing Personalization to Every Loyalty Movement

Brands need to build trust with consumers and develop a strong value exchange. This means they'll be able to collect zero party, first party and second party data which they can leverage across digital marketing activities, while also analyzing, clustering and identifying customer cohorts for ongoing activities.

With the phasing out of third-party cookies, many brands need to find ways to gather valuable customer data. Loyalty programs provide an optimal way to gather opt-ins from customers. Combine this data with everything else you know about your customer to create a true Member 360. Deep insights and context into customers are even more critical in the digital world. Everyone in your organization benefits from a 360-degree view into your customers, this allows for a better understanding of your customers, mapping out their purchasing journey and providing the right offers at the right time on the right channel. Despite significant changes to tracking across mobile apps and desktop, there is still a need for customer segmentation and targeting, to provide a personalized experience and allow advertisers to be more efficient with marketing budgets. To prepare, brands should focus on 3 key areas: • Data collection strategies • Data modeling and analysis • Measurement and campaign attribution.

Create True Members with First and Zero Party Data

Define a customer journey through every interaction point with the brand, products, promotions and people.

Loyalty is more than just points and discounts; true customer loyalty also involves creating an emotional connection and combining that with behavioral rewards. Measuring both behaviors and emotions provides the ideal view of customer loyalty and lifetime value. The linear path of many loyalty programs conditions customers to expect reward that only increases over time. These lead to transactional relationships, a sense of entitlement in the customer, and the disloyal behavior of simply extracting value. Businesses are left with a complex and costly obligation to fulfill and increase the limited perceived value, impact and ROI of rewards. Loyalty is a two-way street. Each party needs to feel that they are valued and are getting something out of the relationship.

Measure Lifetime Value with Emotional Loyalty

Get to Market Quickly with a Flexible Platform: Loyalty Management comes equipped with the infrastructure to get you to market quickly, while providing the flexibility to customize your program to fit your needs today and in the future

Enable Behavioral and Emotional Loyalty: Ensure your program has a diverse set of rewards and promotions that provide rational benefits like points and vouchers, as well as emotional benefits like exclusivity and experiences

Power Connected Experiences: Embed loyalty across the entire customer experience with the Salesforce ecosystem: Service, Marketing, Commerce, Sales, Experience & Industry Clouds. Connect Loyalty Management to your other systems with integration-ready APIs.

Increase Customer Lifetime Value: Drive value for your members and your business with a direct line of sight into business impact with real-time analytics and predictive capabilities that help you better manage your program

Deliver Personalization at Scale: Create a single source of truth for your members with data from Loyalty Management and other sources, and use that information to engage them in more timely, meaningful ways

Loyalty Management is an end-to-end loyalty platform that empowers businesses to create intelligent, differentiated engagements that grow relationships and increase Customer Lifetime Value.

Capgemini works with brands to create a uniform and standardized marketing consent and consent management system. Capgemini’s experts can establish high data protection standards and enable data sharing across a brand’s ecosystem.

“In this era of disruption, the power of data-driven insights is radically changing how brands engage in new markets, compete against new entrants, and meet the demands of their consumers.”

—Tim Bridges, Executive Vice President, Global Sector Lead, Consumer Products, Retail and Distribution

Capgemini is uniquely positioned to help brands rethink how they provide experiences throughout the customer lifecycle. Our talent, tools, and processes help brands leverage digital channels to build out robust and flexible loyalty strategies that begin with understanding the brand challenges and desired outcomes. We combine deep industry experience, field-tested methodologies, extensive technical aptitude and award-winning design to create immersive loyalty experiences for brands across channels, devices and geographies at scale.

PwC and Salesforce can bring you a tech-enabled service built to help transform your traditional loyalty program into a new customer loyalty experience that helps drive sustained growth and customer loyalty. The technology behind Salesforce's Loyalty Management solution and PwC makes it a great combination to achieve goals that deliver value. With deep industry knowledge, local market knowledge, loyalty transformation experience and creative imagination, our key ingredient is the combination of our diverse skill sets all working together to help transform customer experiences through loyalty.

Everyone in your organization benefits from a 360-degree view into your customers, this allows for a better understanding of your customers, mapping out their purchasing journey and providing the right offers at the right time on the right channel. Despite significant changes to tracking across mobile apps and desktop, there is still a need for customer segmentation and targeting, to provide a personalized experience and allow advertisers to be more efficient with marketing budgets.

PwC and Salesforce take a data-driven, enterprise-wide approach to loyalty — by integrating loyalty is integrated into all of your organization and loyalty data is woven into your overall customer strategy and technology — to deliver your success.

As a Forrester recognized leader in loyalty services, Catalyst has reimagined loyalty for brands across industries. Discover how we’re inventing the science behind behavioral and emotional loyalty.

As a leader in loyalty and connected membership, we move brands forward by evolving loyalty into an outcome and enterprise discipline. Through our innovative and human-centered approach, clients develop membership models as an enabler of deeper customer connection, a mechanism for influencing behavioral and emotional outcomes, and a platform for customer-centric innovation.

Stock up on customer loyalty with a program designed for consumer goods. Keep pace with the changing demands of both consumers and channel partners through meaningful engagements. Elevate the consumer experience, drive consistency in demand patterns, and raise awareness and adoption of select products with a loyalty program unique to consumer goods brands.

Loyalty Management

Consumer Goods Loyalty Management

Resources

Drive outcomes & inspire transformation

B2B Loyalty Fireside Chat

Helping leaders plan and prepare New Era of Customer Loyalty The-untapped-potential-of-B2B-customer-loyalty B2B Loyalty Fireside Chat

Loyalty and connected membership

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Helping leaders plan and prepare

New Era of Customer Loyalty

The Untapped Potential of B2B Customer Loyalty

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B2B Loyalty Fireside Chat

The untapped potential of B2B customer loyalty

Navigating the complexity of consumer markets

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Consumer Goods Loyalty with Salesforce

Retail Loyalty Leaders Episode

Loyalty and connected membership

Consumer Goods Loyalty with Salesforce

Consumer goods Loyalty Leaders Episode

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Identify and determine specific markets and what success looks like within each parameter.

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Jaguar Land Rover Europe Case Study

Consumer Goods Loyalty Guide

Drive outcomes & inspire transformation

Jaguar Land Rover Europe Case Study

Consumer Goods Loyalty Guide

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To build connections that matter, brands and businesses need to invest in a loyalty strategy up-front to: •

UX design

and members

loyalty

monitor and track program ROIs and member health

Loyalty unlimited

PARTY DATA

BENEFITS

Adding the Human Touch to Loyalty

Consumer Goods Loyalty leaders episode

• Data systems & orchestration • Insights-driven, AI-powered personalization execution • Digital governance strategy & planning

Infographic: Next Generation Loyalty Programs Live Up to their Name

Infographic: Could Your Loyalty Efforts Be Driving Customers Away?

Sustainable Loyalty: The role of EnviroNmental, Social & Governace (ESG)