
If so, join me as I co-present
with Robin Korman, SVP of Global Loyalty and Strategic Partnerships at Wyndham
Hotel Group.
Our presentation, “Building
Loyalty Based on Consumer Preferences,” explains how self-reported data and
loyalty program use can unlock your customers’ core drivers and help you build
better incentive and loyalty programs for your consumer communities.
We all have core drivers that
make us who we are and understanding these drivers is the key to building
loyalty programs that resonate with your customer base. One core driver of consumer
DNA is that people are either spenders or savers.
Spenders find a way to spend.
They justify spending by using coupons, finding “deals” and cashing in on
points. Conversely, true savers work hard to not spend their money. These core
drivers and how consumers act upon them for loyalty program participation and
redemption is driven by life circumstances such as income.
Self-reported consumer data and loyalty program use provides an important clue
to your consumers’ core drivers. Learn how to personalize 1to1 communications
by collecting and analyzing the type of loyalty offers consumers participate in
and the information customers are open to receiving from your organization.
From this presentation, you will
learn:
- 6 core drivers of every consumer based on primary research
- Best practices for collecting and determining consumer drivers and preferences
- Techniques
for using consumer behavior to maximize loyalty program impact
I hope to meet you at the Loyalty Expo in Orlando!
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hits bookstores this summer. Eric leads the professional services organization to strategically guide companies on the implementation of enterprise-wide preference management solutions.
Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclawhttp://loyaltyexpo.com
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