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How to increase loyalty program participation?
Dr. Nicole Wieberneit, Senior CRM Consultant : 14 January 2010 / 4:05 PM : 1 
Increasing the participation in a loyalty program is like building a stable house that can be extended step by step in the future.
The foundation of every successful loyalty program is an attractive value proposition for the consumer and integrated loyalty analytics. It is more and more important for companies to have very special rewards, so called WOW!-Factors. These rewards shall not only encourage customers to stay engaged, but to spend more money more often just to reach the once-in-a-lifetime experience, premium merchandise or lifestyle-themed reward that appeal to a member dream. Further elements in successf...
Tagged: Business Value CRM IT Strategy IT Value Multi-Channel Retail Social Networking
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A Way towards Nirvana - Embracing Social CRM is Key
Thomas Wieberneit, National Manager CRM Practice : 30 November 2009 / 11:46 AM : 0
We trust those sources most, who are like us.
“A company like me”, as Paul Greenberg dubbed it last year in an article for destinationCRM, is a vision that depicts a trustworthy, almost human, company; maybe this vision is not an achievable one, but it still is a very good one since easily related to and understood. It clearly shows the path to the ultimate goal of each company: To get more loyal customers by being trustworthy.
Having more loyal customers directly translates int...
Tagged: CPG CRM Multi-Channel Retail Social Networking Twitter
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What is the state-of-the-art of loyalty management in the retail sector?
Dr. Nicole Wieberneit, Senior CRM Consultant : 18 November 2009 / 9:30 AM : 0
The retail industry is one of the biggest loyalty players after the airline industry and financial services. The airline industry has the most sophisticated loyalty and customer strategies and technology support. Where do we see loyalty management within the retail industry?
First of all in the worldwide retail market environment we can find three different distinct loyalty models - Everyday low price (EDLP), classic loyalty models and hybrid models.
Within the EDLP model a retailer is relentlessly focusing on the lowest category prices. This leads to low customer service, low in-store experience and uni...
Tagged: CRM IT Strategy IT to Business Alignment IT Value Multi-Channel Retail
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CRM Done Right
Thomas Wieberneit, National Manager CRM Practice : 16 November 2009 / 4:37 PM : 0
After some blogs on the buzzing topic of social CRM I recently came to thinking about the way to make CRM projects successful.
An initiator to this thinking was the opportunity to speak at an SAP user group meeting.
As a part of this thought process I came across the most recent Chaos Report of the Standish Group, which got released in April 2009. It shows that the success of projects is on the decline again with the project failure rate soaring since 2004.
While the project success...
Tagged: Agile CRM IT to Business Alignment Project Management Project Methodology Risk management
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Loyalty Management within the Retail Business
Dr. Nicole Wieberneit, Senior CRM Consultant : 04 November 2009 / 12:29 PM : 0
Nowadays nearly everyone has one or more loyalty cards in their pocket. Even in the current world wide recession consumer participation in loyalty programs has increased. Not only is the airline industry heavily depending on their loyalty programs, but also the retail business.
Loyalty management is seen differently between consumers and companies and even within experts. Several definitions can be found in the internet or in literature. In general companies are working under the assumption that a loyal customer is someone who is shopping more and more frequently in their shops. Consumers are thinking differently. ...
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Social media help support enter the next level
Thomas Wieberneit, National Manager CRM Practice : 27 October 2009 / 8:24 AM : 0
Customers are increasingly voicing their troubles with products and companies in the web, using social media sites and communities to get answers to issues they have; sometimes they just launch a rant.
The good news for customers is that they regularly get solutions for their problems from within their enhanced social networks.
The good news for companies is that these sites and this behavioural pattern of their customers open up the opportunity to improve customer satisfaction and with that ultimately customer loyalty by offering innovative customer service. This happens by following the principle o...
Tagged: Business Architecture Business Intelligence Business Modeling Business Value CRM IT Strategy Social Networking Twitter
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Social CRM is good for your top- and bottomline
Thomas Wieberneit, National Manager CRM Practice : 21 September 2009 / 11:17 AM : 0
Today’s customer is better informed than ever. People – customers – are informing themselves about products they are interested in everywhere, not only on the web site of its producer. As in the “real world” our customers get their information from trusted sources – their social network. Social networks extend into the internet, most notably with platforms like Facebook, Twitter, MySpace but also via opinion sites like Epinions and many more. As a matter of fact people trust their networks, more than they trust statements voiced by companies.
For a while now companies are taking first steps into social networking by provid...
Tagged: Business Architecture CPG CRM Multi-Channel Social Networking Twitter
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Developing the business's most valuable asset
Thomas Wieberneit, National Manager CRM Practice : 28 August 2009 / 11:29 AM : 0 
For the reasons brought forward before, building a valuable customer relationship and developing customer loyalty is a top priority in business today — but it is a priority that can be difficult to execute without the right approach.
Perceptions of businesses are created, positive or negative, during every interaction the customer has with the business.
Leading businesses therefore collect and analyse relevant information about all interactions very effectively and apply this knowledge about their customers to develop and improve each customer’s experience. These businesses concentrate on their most valu...
Tagged: CIO CRM Retail Social Networking
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There Is No Better Time Than Now to Focus on Your CRM Strategy!
Thomas Wieberneit, National Manager CRM Practice : 17 August 2009 / 8:46 AM : 0
There is no doubt that the global economy is in a serious downturn. New Zealand in particular is officially in a state of recession that has lasted now for more than 5 quarters.
Across all industries, particularly within retail, companies have experienced lower sales due to customers spending less. This requires cost cuts, leading to a reduction of available funds for ongoing or planned projects.
What has been observed in the majority of companies is that in order to maintain a positive bottom line in a reduced revenue environment, cost cuts have been introduced across the board which lead to a reduc...
Tagged: Business Intelligence CIO CRM Multi-Channel Retail
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