THE BOND LOYALTY REPORT(TM), RELEASED WITH VISA, CELEBRATES THOSE SUCCEEDING IN CONSUMER LOYALTY AND SHOWCASES OPPORTUNITIES WITH BRANDS NEEDED FOR FUTURE GROWTH
THE BOND LOYALTY REPORT(TM), RELEASED WITH VISA, CELEBRATES THOSE SUCCEEDING IN CONSUMER LOYALTY AND SHOWCASES OPPORTUNITIES WITH BRANDS NEEDED FOR FUTURE GROWTH
Personalization and Customer Care Are More Important Now Than Ever
現在個性化和客戶護理比以往任何時候都更加重要。
TORONTO and NEW YORK, July 25, 2024 /PRNewswire/ - Bond, a leading insights-driven customer engagement company, has released The Bond Loyalty Report in partnership with Visa. In its 14th year, the report unveils the brands that are winning by offering a strong loyalty experience and highlights new challenges and solutions for brands that have seen declines in consumer connection.
2024年7月25日,多倫多和紐約/美通社——領先的洞察驅動型客戶參與公司之一Bond與Visa合作發佈了《Bond忠誠度報告》。在其第14個年度報告中,揭示了通過提供強大的忠誠度體驗而獲勝的品牌及遇到消費者連接下降問題的品牌,提供了一些新的挑戰和解決方案。
The Bond Loyalty Report deep dives into the current winning strategies and gaps in loyalty programs and how brands meet consumers' needs, providing exclusive access to data, insights, and the tools to steer brands through these challenges.
《Bond忠誠度報告》深入探討了目前獲勝策略和忠誠度計劃中的差距,以及品牌如何滿足消費者的需求,提供了獨家的數據、洞察力和工具,以幫助品牌應對這些挑戰。
The 2024 report unveils insight into the way brands are choosing to execute loyalty strategies. As an example, Bond identified several brands that are pulling back loyalty earnings and benefits for higher-status members. These same brands are now seeing impacts as high as double-digit declines in satisfaction levels. Bond predicts that without demonstrating clear reciprocity with members, companies will continue to face challenges when looking to earn back consumer trust.
2024年的報告揭示了品牌選擇執行忠誠度策略的方式。例如,Bond識別出一些品牌正縮減高級會員的忠誠度收益和福利。這些品牌現在看到的影響高達兩位數的滿意度下降。Bond預測,如果企業沒有向會員明確展示互惠關係,就將繼續面對挑戰,以贏回消費者的信任。
"Our data shows the importance of human moments of interaction and the significant impact they have on loyalty behaviors. Leveraging employees to recognize members and ensure they experience the value of the program will set these brands on a path to recovery," says Maegan O'Neill, VP of Strategy and Insights at Bond. The study found that big box retailers are also navigating customer loyalty execution. According to O'Neill, "A challenge we continue to see in the market is program benefits that are undifferentiated from the competition. Free shipping is so ubiquitous it does not act to ingrain loyal behaviors or a sense of being valued by the brand."
“我們的數據顯示,人類的互動時刻以及它們對忠誠行爲的重大影響。” Bond的戰略和洞察副總裁Maegan O'Neill表示。研究發現,大型零售商也在應對客戶忠誠度問題。根據Maegan O'Neill的說法,“市場上持續存在的挑戰是方案福利與競爭對手毫無差異。免費送貨如此普遍,它沒有起到樹立忠誠行爲或品牌重視感的作用。”
Not just focused on brand opportunities, the report also analyzes brands that are using loyalty programs well, like Bath & Body Works, Marriott, and Chick-fil-A. These brands have focused on personalization and superb customer care - both essential aspects of successful loyalty programs. According to the report, participants must be "recognized" to feel seen, leaning into the human-to-human connections that leave them feeling special.
報告不僅關注品牌機會,還分析了運用忠誠度計劃成功的品牌,例如Bath & Body Works、萬豪酒店和Chick-fil-A。這些品牌專注於個性化和卓越的客戶護理兩個成功忠誠度計劃的重要方面。根據報告,參與者必須“被認可”才能感覺到被看到,依靠留給他們特別的人與人之間的聯繫。
The influence of loyalty programs on customer behavior is higher than ever with 79% of consumers being more likely to recommend brands with solid loyalty programs and 85% of consumers saying they are more likely to continue buying from the brand.
忠誠度計劃對消費者行爲的影響比以往任何時候都更大,79%的消費者更願意推薦具有穩定忠誠度計劃的品牌,85%的消費者表示他們更願意繼續從該品牌購買。
For the fourth year in a row, the study found that one of the top five drivers of loyalty is when program representatives make the customer feel special and recognized. Loyalty members are demanding more from their interactions, valuing simplicity and seamlessness, which will continue to shape customer expectations in the future.
連續第四年,研究發現忠誠的前五個推動因素之一是當計劃代表讓客戶感到特別和被認可。忠誠會員對他們的互動要求更高,重視簡單和無縫銜接,這將繼續推動未來客戶的期望。
The data also unveils details on the way brand loyalty programs are holding up in today's ever-changing market. Loyalty and customer marketing are expected to boost engagement and sales with fewer resources, yet enterprise-wide alignment on loyalty objectives remains spotty and siloed. The ever-expanding expectations and objectives being heaped on loyalty leaders further complicate the landscape. Adding to the complexity, the looming elimination of cookies creates insecurity in consistently identifying customers, making it challenging for brands to maintain a coherent loyalty strategy.
數據還揭示了品牌忠誠度計劃在當今不斷變化的市場中的表現。忠誠度和客戶營銷預計將通過少量資源提高參與和銷售,然而,在忠誠度目標上的企業普遍協調和隔離仍然存在問題。堆疊在忠誠度領袖身上的期望和目標進一步加劇了這一現狀。複雜性的增加,懸而未決的cookie的取消,在持續保持一致的忠誠度策略上給品牌帶來了挑戰。
Additionally, with an increase in brands adopting loyalty programs, saturation muddles intent- promoting promiscuity among less predictable customers. A strong, clearly communicated loyalty strategy is needed as consumers now participate in a huge number of programs with 19 different loyalty programs being held by the average person.
此外,隨着越來越多品牌採用忠誠度計劃,飽和度混淆了意圖,促使不可預測的客戶之間不斷地跳槽。消費者現在參與大量計劃,平均每人持有19個不同的忠誠度計劃,需要一種強有力、明確傳達的忠誠度策略。
The Bond Loyalty Report stands out amongst a sea of existing loyalty data as an actionable set of information customized specifically to meet brand's needs, and can be utilized as a living data set throughout the year. The data includes frameworks, AI capabilities, and third-party sources to give brands across numerous verticals a deeper understanding of consumer behavior and help them focus on what matters most to consumers.
《Bond忠誠度報告》脫穎而出,是一組可操作的信息,專門定製以滿足品牌的需求,並可作爲全年的活數據集。數據包括框架、人工智能能力和第三方來源,以使許多垂直領域的品牌更深入地了解消費者行爲,並幫助他們專注於消費者最關心的問題。
"The Bond Loyalty Report is the longest, deepest, broadest, most useful, most in-depth, and most customizable version of this data that exists on the planet," said Sean Claessen, Chief Strategy Officer, Bond. "We aim to continuously provide brands with evidence and tools to help guide their business on what needs to be done to grow into tomorrow's landscape."
Bond首席策略官肖恩·克萊森表示:“《Bond忠誠度報告》是全球存在的最長、最深、最廣泛、最有用、最詳盡和最可定製的版本。” “我們旨在不斷爲品牌提供證據和工具,以幫助指導他們的業務走向未來的發展。”
About Bond:
關於Bond:
Bond is a global insights-driven, customer engagement company that creates growth by building lasting connections between brands, their employees, and their customers. Pioneers in Loyalty Science, Bond transforms brands to be more customer-centric by combining innovative AI technologies and rigorous methodology from behavioral science and human-centered design. Renowned for the Bond Behavioral Institute and the Synapze cloud platform, Bond is continuously recognized for its unique approach to tapping the incredible growth potential in known customer connections to create lasting customer growth.
Bond是一家全球領先的,以洞察驅動爲基礎的客戶參與公司,通過建立品牌、員工和客戶之間持久的聯繫來創造增長。作爲忠誠科學的先驅,Bond通過結合創新的人工智能技術和行爲科學和人本設計的嚴格方法,轉化品牌更爲客戶爲中心。Bond行爲研究所和Synapze雲平台備受推崇,不斷把已知的客戶聯繫的巨大增長潛力轉化爲持久的客戶增長。
Based in Toronto, Bond is powered by 800 people and operates across eight offices throughout North America and Europe. For more information, please visit bondbl.com and follow along on LinkedIn and Instagram.
Bond總部位於多倫多,擁有800名員工,並在北美和歐洲的八個辦事處運營。欲了解更多信息,請訪問bondbl.com,並在LinkedIn和Instagram上關注我們。
SOURCE Bond Brand Loyalty ULC
資料來源:Bond Brand Loyalty ULC
譯文內容由第三人軟體翻譯。