The key to boosting loyalty

The key to boosting loyalty
“We
are not thinking
machines that feel; rather,
we are feeling machines
“We are not thinking
that think.”
machines that feel;
Antonio Damasio
rather, we are
feeling machines
that think.”
Antonio Damasio,
Professor of Neuroscience
Your customers…
Would recommend you to others. This
is the most powerful group which can
recruit new customers. They are
essential for GROWTH.
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Behavioral loyalty does not guarantee
true commitment
70.0%
Aerogold Visa/CIBC Aerogold
Infinite
60.0%
Air Miles
Metro & moi
President Choice MasterCard
RBC Visa Avion
PC Points
50.0%
BMO Air Miles MasterCard
American Express
TD Canada Trust Travel
American Express Membership
Rewards
Air Miles MasterCard
CIBC Aero Classic Visa
R² = 0.07
30.0%
20.0%
10.0%
%, who uses weekly
40.0%
Target REDcard
Debit/MasterCard
Shoppers
Optimum/Pharmaprix
Optimum
Costco Membership
ClubSobey’s
Costco TrueEarnings
AmericanExpress Card
Aeroplan
Shoppers Optimum
RBC Rewards
MasterCard
Canadian Tire Money
Staples Business Depot’s
Sears Club Points
HBC
MasterCard
easyRewards
Savings
Hbc Rewards / Club Z
Aadvantage
0.0%
0.0%
Walmart MasterCard
%, Likely to drop out
Case study
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
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Our Philosophy on Customer Relations Management
If you focus on share of heart,
you will get share of wallet
The reverse may not
always be true
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Its the emotional side of the decision making process
that creates an immediate connection and interest
30%
logic
70%
emotion
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Emotional processes can guide or bias
behavior, particularly decision making
Somatic marker mechanism
Decision making
Evoked emotions are
unconsciously
associated with past
outcomes and bias
decision-making
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When individuals make decisions, they must assess
the incentive value of the choices available to them,
using cognitive and emotional processes
The 4 roles played by
emotions in decision making:
When the individuals
face complex and
conflicting choices,
they may be unable to
decide using only
cognitive processes.
Providing Information
Improving speed
Assessing relevance
Enhancing commitment
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Emotions are difficult to articulate
Visual self-report helps respondents to understand
and share with us what they feel using fast,
unprocessed, un-rationalised response.
“Fresha” is used to
identify key
universal emotions
Reaction triggers
from the past
Emotional drivers and
barriers of usage based
on regression analysis
Emotional engagement is essential for true loyalty
70
Average
60
R² = 0.5813
50
40
Average
20
10
% felt Negative Emotion
30
Percent Likely to Discontinue Using
0
0%
Case study
5%
10%
15%
20%
25%
30%
35%
40%
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Emotional Engagement Index™
Is an easy way to track Customer Loyalty holistically
Score
EEI score = 70
and below
EEI Score = 100
EEI Score = 130
and above
Brand needs to
increase focus on
customer
satisfaction.
Normal, you are on par
with competitive
environment.
High customer
loyalty.
Maintain current
activities.
Promoters
Passives
Detractors
NPS Score
EEI Under 70
EEI 70-130
EEI 130+
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You need more than just a score,
you need actionable insight
Difference vs.
Average
Love
Proud
Happy
Empowered
Encouraged
Warm / fuzzy
Captivated/Engaged
Attached
Confused
Sad
Lonely
Skeptical
Bored
Learn what drives
each emotion
Indifferent
Angry
Rejected
Disappointed
Case study
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The key to boosting loyalty is to increase the
feeling that drives behavior rather than just
the behavior itself.
rfucci@freshintelligence.com
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