Customer  engagementMore  than  just  the  product  and  price

• Interact  beyond  the  purchase• Move  from  bought  loyalty  to  earned  loyalty• Shift  towards  customer  outcomes• Provide  services  that  keeps  customers  coming  back  for  more

Hannah  Rustin  – Customer  Experience  Lead,  Moss  Bros.

If  you  make  customers  unhappy  in  the  physical  world,  they  might  each  tell  6  friends.If  you  make  customers  unhappy  in  the  digital  world,  they  can  each  tell  6,000.

Jeff  Bezos,  Amazon

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Earned  loyaltyBought  loyalty vs.

6  key  components  to  achieve  earned  loyalty:

Customer  outcomes

Consistency  and  trust

Social  media

Innovation

Brand  promise

Community

Focus  on  products  and  services.Transact,  advertise,  market  and  self-­‐customer  care.

Wave  1Digital

Focus  on  benefits  of  products  and  services.Consumption  data  is  shared.

Wave  2Consumption

Focus  on  customer  outcomes.Provide  a  complete  set  of  tailored  products  and  services.

Wave  3Identity

Increasin

g  levels  of  customer  loyalty

Customer  outcomes

Customer  outcomes  – Nike

Buying  these  trainers  was  a  nice  

experience

I  like  these  trainers Nike  is  a  ‘cool’  brand

By  tracing  my  runs  on  the  Nike  portal  I  can  keep  to  my  training  plan  and  become  fitter

By  comparing  my  running  results  to  others,  I  can  learn  how  to  train  better

Nike  has  helped  me  stay  in  touch  and  have  fun  with  friends  who  like  

running

Nike  can  educate  people  to  appreciate  

exercise,  have  fun  and  stay  healthy

Features FeaturesFeaturesFeaturesFeatures Features

Image ImageImageImage Image

Individual  result Individual  result Individual  result Individual  result

Collective  result Collective  result

Community  result

Individual  outcome(self  

challenge)

Individual  outcome

(comparison  with  others)

Collective  outcome

(interaction  with  others)

Community  and  societal  outcome

Emotional  affinity

Functional  affinity

Convenience  of  

transaction

Customer  outcomes  – Insurance

Your  driving  data

Points/Currencyearned

Fuel

Motor  ins.

Road  assist.

MOT Road  tax

Car  wash

Service  plan • Creating  detailed  customer  profiles

• Managing  customer’s  own  digital  identity

• Share  consumption  data  with  others

• Buying  into  brands

• Products  and  services  are  tailored  to  the  customer

CommunityConnect  with  others  who  have  similar  interests Build  a  personal brand  

and  share with  others Feel  like  you  are  partof  a  ‘club’

Consistency  and  trust

• Consistency  of  products  and  services  across  channels

• Real-­‐time  visibility  of  inventory  is  incredibly  valuable  to  customers

• Build  trust  by  delivering  the  moments  that  matter

• Digital  technologies  are  being  pushed  into  stores,  but  is  it  appropriate?

Social  media

• Engagement  value  is  an  important  measure

• Brands  should  be  ready  to  connect  with  customers  at  any  hour

• Modern  customers  don’t  just  want  to  shop  – they  want  to  be  heard

• It  is  not  always  about  the  purchase  – use  the  tools  as  an  opportunity  to  promote  the  brand

Innovation

Collaborate  with  customers  to  develop  new  products  and  

services

Brand  promise

• Deliver  on  your  brand  proposition

• Don’t  just  say  it…  Do  it!

• Tell  a  compelling  brand  story

• Think  of  more  creative  ways  to  engage  with  customers

• Be  consistent#yourweddingyourchoice

Brand  promise

Customer  outcomes

Consistency  and  trust

Social  media

Innovation

Brand  promise

Community