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Louise Fowler On The Edge Manchester Conference

On The Edge Manchester - Louise Fowler: Is There Any Such Thing As Customer Loyalty?

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Louise Fowler

On The Edge Manchester Conference

first direct

Is there any such thing as customer loyalty?

Louise Fowler

Louise Fowler. @fowlerlou 22 April 2015PUBLICPUBLIC

Loyalty

the quality of being faithful in your support of somebody/something

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Oxford English Dictionary

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Loyalty schemes

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Now that’s more like it..

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“60% iphone users admit to “blind loyalty” to Apple”

What is loyalty……..in brands?

“Brands earn trust by being authentic, and by being seen to be authentic.

“They earn loyalty by creating meaningful experiences across all contacts in ways that matter to customers.”

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Robert Wolcott, Kellogg School of Management

And so to first direct

• UK’s most loved bank

• Customer Recommendation Index (TNS)

• Consistently the top bank

• 14 points better than competitive average

• 10 points better than next best

• Our Customers would (and do) recommend us

• UK #1 Customer Service Brand, Nunwood

• Best Customer Service Brand, Which

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So what do we do that’s different?

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People

Personality

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Performance

People

• Started from scratch 25 years ago: ‘customer’ at the centre

• No branches, no face-to-face contact with customers

• open 24/7/365 – haven’t closed since launch

•Select for customer service, train for financial service

•Longest induction training in the sector

•No scripts, No IVR, No offshoring

•Trusted, empowered and supported

•All about conversations

Rebecca Hirst, Public Relations at first direct, @Rebeccahirst on Twitter 7 February 2013PUBLICPUBLIC

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Values Purpose: Pioneering Amazing Service

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We encourage you to be you

•On-site nursery•Concierge Service•Shuttle bus and parking•Snowball fights•Engagement team•Phones and social media•Intranet comments feed

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2 March 2011PUBLIC

Personality

Personality

•We are to banking what the platypus is to mammals•We treat our customers as equals•Just because banking is serious, doesn’t mean we have to take it too seriously•Our ATMs look like Space Invaders machines

•Our facebook page shows our staff not our products•We surprise & delight our customers

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No touchtone, no

scripts

24/7/365

The bank with the most satisfied customers in

the UK

2,800 people

8 million calls a year

Award Winners

1.2 million customers

A call every 4 secs

1 million digital

usersA logon every second

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Performance – don’t take our word for it

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We guarantee you’ll like us

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Conclusion:

Loyalty is earned, not bought

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“Brands earn trust by being authentic, and by being seen to be authentic.

“They earn loyalty by creating meaningful experiences across all contacts in ways that matter to customers.”

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Robert Wolcott, Kellogg School of Management

Meet your customers where they are

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Not where you’ve always been

Listen, and do what they ask

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And always, always…..

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Remember to be you!

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On The Edge Manchester Conference

Roundtable QuestionHow have your customers changed their behaviour in recent years? How has

this affected your marketing strategy?