Post on 07-Jan-2017
:
2013
2014
index
"There is only one boss. The customer. And he can fire everybody in the company from the chairman down, simply by spending his money somewhere else."
( Sam walton )
1900-1960 1960-1990 1990-2010
-
- 2010
THE AGE OF MORE
- -
CB - " RFM-
- - RFM + -
- +
/ -
- , .
.
(customer experience)
(customer loyalty)
LOYALTY
...
75%
-2.3
)80%(
36%
: + 9/2011
45%
45%
60%
50%
40%
60%
:
?
LTV
70%
64%
34%
32%
26%
20%
18%
14%
10%
10%
2% Base: 50 loyalty program marketers, Source: Q3 2012North America Loyalty Benchmark online survey
, ?
?
...
GBK
BIL
BIL
350 98
11
168 571
2,000,000
SMS
68%
26%
22%
10%
46%
38%
36%
28%
44%
40%
2%
2%
2%
8%
4%
4%
4%
6%
12%
10%
Base: 50 loyalty program marketers, Source: Q3 2012North America Loyalty Benchmark online survey
WWW
-
'
"" ) (
92%
82%
64%
54%
54%
48%
30%
28%
46%
32%
40%
4%
6%
12%
14%
2%
2%
2%
6%
6%
4%
4%
12%
- 80%
Base: 50 loyalty program marketers, Source: Q3 2012North America Loyalty Benchmark online survey
,
,
Experience
'
http://www.youtube.com/watch?v=2lXh2n0aPyw
,
59%46%
3 4 - )(
.
27%73%
.
-
10%
18%
58% 58%
56%
50%
" 1 5,
?"
2013?
2014MARKETING WORLD
TRENDS
stop thinking programs, thinkexperience instead
.
:(