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Up Front
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We’re a small firm on purpose. We go deep with a few clients vs. spread ourselves thin across many, so there is no B team at Incendio. Your project leader will be Jenn McMillen.
We’re technology agnostic. Our goal is to build you a program that kicks ass on all of your key metrics, not sell you technology.
We talk the talk and we walk the walk. We’re with you the entire way on design and build—if you want a total package approach—or you pick what you need the most. Strategy, execution, or both. You pick.
CRM & Loyalty Experts
We work side-by-side with our clients to create targeted
customer programs. Programs which uncover customers’ needs
and expectations. Programs which improve retention and build meaningful relationships. By
developing these successful, long-term customer relationships, our clients see a substantial increase
in traffic, sales and revenue.
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Incendio specializes in constructing, revamping and repairing CRM and customer loyalty programs.
We work with clients to conceive and develop their CRM and loyalty strategies and make them real. We figure out what’s not working with existing programs, then fix them.
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Obligatory Logo Slide
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CRM RoadmapsCustomer Loyalty Programs Design & BuildRelationship Marketing ProgramsLoyalty Program EvaluationLoyalty Program Corrective Action Plans
CRM STRATEGYSTRATEGIC MARKETING
CUSTOMER ENGAGEMENT
ANALYTICS & INSIGHTS
Marketing RoadmapsSubscription & Renewal Marketing ProgramsDirect Marketing: Email, Direct Mail, SMS/Text1:1 Channel Evaluation & Best Practices RecommendationsTrigger Email ProgramsDatabase Marketing InitiativesNext Best Step ProgramsCard-Linked Offer (CLO) Initiatives
Customer Engagement BenchmarkingCustomer Experience EvaluationCustomer Lifecycle ProgramsCustomer Journey MapsEmail Program Evaluation
Customer InsightData AuditsResults ReportingCRM & Loyalty Technology AssessmentSegmentation SchemesPredictive Analytics/ModelsQuant & Qual ResearchVoice Of The Customer
Where We Do Our Best Work
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I Build Industry-Leading Programs that Make Money
Jenn McMillen is a nationally known loyalty & CRM expert, recognized by the CRM community and her peers with major industry awards for GameStop’s PowerUp Rewards program, which has more than 35-million members, many of whom pay an annual subscription fee for an enhanced experience. Jenn built the program in 2009 and launched it in 2010, changing GameStop’s entire marketing strategy.
At Michaels Arts & Crafts, Jenn revamped the email program, increasing annual incremental revenue by more than $30 million and incorporating email triggers and lifecycle marketing programs to drive individual categories.
Jenn has created and/or run several well-known loyalty and subscription programs, including Blockbuster Rewards, Payless ShoeSource Points, United Airlines’ Silver Wings Plus, Vail Resorts PEAKS, and Neiman Marcus InCircle.
Jenn is the founder of Incendio, where her specialty is increasing topline revenue by building and fixing customer programs. Jenn and her team help companies solve and overcome their CRM, loyalty, and 1:1 channel challenges.
Contact InformationJenn McMillen
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Method to the MadnessLet’s build something great together! Incendio has a proven methodology for loyalty program ideation and design. As far as processes go, it’s actually quite fun. What’s included our “soup to nuts” process? First, Before We Even Talk CRM/Loyalty, How’s Your Data Looking? If you don’t have a robust customer segmentation or recent customer profile yet, we suggest starting here. A data audit creates a multi-dimensional look (segmentation, profiling) at your customers, which alone is a great exercise to go through to understand your customer base from an insights perspective and a great foundation for starting loyalty design.
DISCOVERY & ALIGNMENT IDEATION PROGRAM DESIGN
OR ENHANCEMENTDESIGN
VALIDATIONBUSINESS
MODELING IMPLEMENTATION
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OK, Let’s Get Started on Loyalty. What’s Discovery & Alignment Mean?We start Phase 1 with internal stakeholder interviews and a deep dive into your existing customer research. We then determine what you need to get out of a loyalty program. What’s your ultimate business goal? Are you trying to consolidate purchases or curtail splitting behavior? Increase retention? Jump start acquisition? We start here. No use building a program that doesn’t meet your needs.
DISCOVERY & ALIGNMENT IDEATION PROGRAM DESIGN
OR ENHANCEMENTDESIGN
VALIDATIONBUSINESS
MODELING IMPLEMENTATION
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Next Up: Ideation & Program EnhancementWe undertake “toe in the water” quantitative research to find out what resonates with your customers. Once the results are in, we start re/building your program on paper.
This is where the fun really begins. We look at potential program constructs, benefits, tiers, different experiences desired for each customer segment, spend thresholds, and business drivers. We want a program that pushes all the buttons.
DISCOVERY & ALIGNMENT IDEATION PROGRAM DESIGN
OR ENHANCEMENTDESIGN
VALIDATIONBUSINESS
MODELING IMPLEMENTATION
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Home Stretch: Design Validation & ModelingHere’s where the rubber meets the road. After we’ve built our best scenarios on paper, we start the rigor of determining what you can afford, what our fallback structure is, and what you’ll need from a systems perspective to make this a reality.
Since you value what you measure, we’ll also help you set up success metrics, pull together a strawman budget for rollout and implementation, and build financial modeling scenarios in partnership with Finance.
DISCOVERY & ALIGNMENT IDEATION PROGRAM DESIGN
OR ENHANCEMENTDESIGN
VALIDATIONBUSINESS
MODELING IMPLEMENTATION
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Phase 1 strategy work concludes.
Phase 2 execution begins.
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Phase 2: Making It RealWe’ve built it on paper; now, we make it real. This flexes based on what you need, but here’s a sample of the things we can do for you.• Marketing: program naming, logo, branding, program voice,
customer journeys, collateral creation, launch calendar, communications strategy, data plan, roadmaps
• IT: systems reqs, RFP, technology liaison• Legal: T&C, opt-in, privacy, collection guardrails• Operations: playbook, training, rollout plan
DISCOVERY & ALIGNMENT IDEATION PROGRAM DESIGN
OR ENHANCEMENTDESIGN
VALIDATIONBUSINESS
MODELING IMPLEMENTATION
Whatever you need: we’ll do it or find someone who can.
Lighting a fire under your CRM & Loyalty initiatives!
