Customer Experience as a key factor in driving loyalty

Project: Study Customer experience as a key driver influencing loyalty among leading Brands across
strategic industry verticals and Adoption of Customer Experience strategy and tools to address the
above by these brands.
Purpose: Identify gaps between customer expectations and brand strategies to recommend best
practices and technology adoption towards an effective loyalty strategy
Approach:
Define Customer experience Overview of complete customer life cycle
Need and importance of loyalty in modern business
3 key drivers of loyalty engagement, retention, revenue
Study the factors influencing loyalty.
How does customer experience impact/influence loyalty?
Analyze the current strategies that are being employed in various companies for building loyalty

Study the factors that influence Loyalty in different organizations.
http://www.thewisemarketer.com/features/read.asp?id=108
Research parameters:
To identify individuals in the target age group for loyalty programs of different verticals with a sample set
of 100 in each of the targeted verticals viz. Banking, Ecommerce and Hospitality/Airlines.
Secondary research
Outline Age group characteristics, preferences, buying habits, disposable income.
Primary research
Collect data from consumers pertaining to loyalty around identified factors.
Collect data from marketing managers on strategies implemented for driving loyalty and success
achieved.

How Technology can be used for the same, For E.g.:
Automation
Self-service optimization
Workforce effectiveness
Data management and analytics
Workflows defined
Digital Channels
Software Tools



Outcome:
Recommend customer experience best practices that will drive loyalty
Scope of CEM Tools in India in Various Industries that help drive loyalty programs.
SWOT Analysis of Talisma in the Customer experience service Management.

Table of contents:
Project Title and executive summary (objective and scope)
Define Customer experience Overview of complete customer life cycle
Need and importance of loyalty in modern business
3 key drivers of loyalty (for businesses) engagement, retention, revenue
Study the factors influencing customer loyalty:
1. Core offering
2. Satisfaction
3. Elasticity level
4. The marketplace
5. Demographics
6. Share of wallet
How does customer experience impact/influence loyalty?
Analyze the current strategies that are being deployed by various companies for building loyalty
Research Scope
Research methodology
To study Customer experience as a key driver influencing loyalty among leading Brands
To study technology adoption and available tools for loyalty management
Questionnaire (appended)
Research finding extrapolated from responses
Inferences drawn on findings
Recommendations for businesses