The loyalty industry wouldn't exist without personalised electronic communication; it forms a fundamental part of a CRM strategy. Influencing a member's behaviour, so that they engage with the programme and 'purchase' again and again, satisfies the 'lifetime value' goals of the company, and ultimately drives the success of the rewards programme.
“In order to achieve this, communication to the member must be relevant, valuable and well-timed,” explains Haydn James, Head of eMarketing at Striata.
Customer relationship management (CRM) can easily be compared with any other form of 'relationship management' - once you have acquired a customer, as with a partner, you need to make sure you keep delivering value, or risk the relationship turning sour.
Customer profiling - the cornerstone of successful customer retention in the loyalty sector
A successful CRM strategy requires constantly being tuned in to each customer's needs. This will not only build, but also maintain a solid relationship with them - which is particularly true in the loyalty industry. James explains that this can be done by profiling members accordingly.
“Through effective profiling, you can communicate consistently and with relevant and value-added content - ultimately marketing the right products to the right segment of your base. Profiling a customer is therefore the cornerstone of a successful retention campaign in the loyalty sector.”
Many of the top brands have found that by embracing the power of digital communication, they are able to enhance loyalty and lifetime value by sending highly personalised, targeted messages to their loyalty members.
Effective, personalised life cycle communications for eBucks
Striata distributes multi-channel electronic communications for some of South Africa's largest loyalty/member programmes, including South Africa's leading multi-partner rewards programme, eBucks.
Industry leadership and innovation are part of the eBucks mission and vision. The Striata/eBucks partnership has given rise to a fully automated, integrated communication solution, member growth and a first-rate customer experience.
“Core to the eBucks Member Experience strategy is regular, direct communication with our members as they engage with the programme. Our CRM communication plan provides members with relevant, timely information, helping drive desired member behaviour from the onset, and throughout the members' relationship with eBucks. It also helps our members to get the most of being on the eBucks programme. It is an ongoing operational and marketing communication process that continuously evolves to meet business and member expectations,” says Ntombi Tisani, Member Experience Executive at eBucks.
Benefits of personalised electronic communications
Both loyalty organisations and their customers benefit from personalised communications. James explains that the loyalty member is always kept informed of special offers that match their needs, as well as the status of their points. Personalised, electronic communications also build trust and make members feel valued.
The loyalty organisation, on the other hand, realises substantial cost reductions (paper to print), and because the communication is delivered electronically, time to delivery is also improved.
Providing customers with relevant information at the right time minimises the chance of dormant or lost customers, increases programme participation and brand loyalty, and also drives required behaviours, such as consumption of products and services, and partners' products, as is the case with eBucks.
Relevant, targeted communication
The loyalty industry is leveraging the power of digital communications by reaching their member bases in a targeted and relevant way. “Direct personalised electronic communications binds an organisation to its customers throughout the customer 'life cycle' in the most cost-effective way,” concludes James.
Haydn James - Head of eMarketing, Striata SA
Haydn James is the Head of eMarketing for Striata's African operations, based in South Africa (SA). He leads a team of experienced eMarketing and messaging specialists focused on extending and developing digital communication programmes for SA's largest companies.
James has more than 10 years experience in the digital messaging and Internet environment. He has a broad range of expertise, ranging from traditional direct marketing, messaging product development, business analysis, business strategy and development and digital marketing. James has worked in a number of industries, namely: training and development; financial services and banking; property; and digital advertising.
James has a Bachelor of Commerce degree (University of South Africa) where he majored in Accounting and Business Management.
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Striata
Striata's Secure eDocument Delivery and E-mail Bill Presentment and Payment (EBPP) are solution sets that deliver a rapid reduction in operational costs, quicker payments and an enhanced customer experience.
Striata revolutionises the way bills, statements, policies, collection notices, letters, pay-stubs and other high-volume, system-generated documents are delivered and paid. Registration requirements are eliminated by e-mailing feature-rich, interactive, encrypted documents directly to the inbox, and enabling innovative one-click electronic payment from within the document itself. Direct e-mail delivery of bills and statements dramatically increases customer adoption of electronic documents, paper turn off and e-payments. This enables Striata's clients to achieve rapid ROI; complement their existing self-service and e-communication strategies; significantly reduce paper output; and to meet their carbon footprint/environmental impact targets.
As a leading international provider of electronic messaging since 1999 with more than 200 blue chip customers, Striata has operations in New York, London, Sydney, Johannesburg, Hong Kong, and partners in North, Central and South America, Europe and Asia Pacific. Web site: www.striata.com
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