If you design website strategy around your average customer, you'll be just that...average. At Reid Smith & Associates we build e-Loyalty programs that make a company's most valuable customers loyal. We use a proprietary e-loyalty research process to identify a company's most valuable customers. Focusing on MVC's is one of the most important aspects of our Seven-Step e-Loyalty Consulting Process shown below:
Step 1: Clearly Establish e-Loyalty Goals and Objectives
Step 2: Identify the Most Valuable Customers (MVC's) and their loyalty drivers
Step 3: Develop a Strategy to Create an Intelligent Dialogue with Customers
Step 4: Design a Web offering to fulfill on MVC's loyalty drivers
Step 5: Formalize an e-Loyalty Program for MVC's
Step 6: Persuade Customers to Want a Relationship
Step 7: Develop Feedback and Measurement Tools
The success of an e-Loyalty program doesn't end with a great program strategy it's ultimately dependent on the viability of the implementation plan and a marketer's ability to drive that plan to completion...with the original strategy intact: A feat more easily said than done. That's why we provide our clients with extensive implementation planning that includes what we call our Nine Most Important Elements of a Successful e-Loyalty Implementation Plan:
Step 1: Fully Develop and Test e-Loyalty Concepts to Finalize e-Loyalty Strategy
Step 2: Develop an Initial Business Case to Test ROI on e-Loyalty Concept
Step 3: Create a Customer Contact Plan
Step 4: Develop a Partnering Strategy
Step 5: Determine Resources Required, Best Sources and Associated Costs
Step 6: Finalize the Program Forecasts and Budget
Step 7: Adopt an Extended ROI to Justify and Defend a Budget
Step 8: Develop a Plan for Measuring Success
Step 9: Develop a Viable Timeline with Implementation Leaders
While our e-loyalty methodology may appear rigorously structured, we're flexible enough to jump in at any point in your e-loyalty strategy. Whether you're evaluating potential strategies or in the throws of dismantling a poorly executed reward program, we provide consulting, strategic coaching, financial forecasts and corporate seminars to make your customers e-loyalty. Here are a few of the assignments we've completed with clients:
* Customer registration and database strategies
* Online customization and personalization strategies
* Integration of online and offline marketing
* Optimizing customer relationships through all customer touch points
* Integrating offline and online customer programs
* Partnership/affinity marketing and negotiation strategies
* Customer segmentation based on customer lifetime value modeling
* Experiential branding strategies and segment positioning
* Vendor sourcing and development of RFP's
* Qualitative and quantitative customer research
* Scenario planning for outsmarting your competitors
© 2001 by Reid Smith & Associates, Inc.
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Ellen Reid Smith is the author of e-Loyalty: How To Keep Customers Coming Back to Your Website, and is CEO of Reid Smith & Associates (www.reidsmith.com), a consulting firm specializing in loyalty marketing strategies.
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