Prednosti koje pruža detaljna statistička analiza postojeće Loyalty baze

Izazov s kojim se tvrtke koja imaju implementirane programe vjernosti često susreću su nepregledne ili nedovoljno iskorištene baze prikupljenih od korisnika, fragmentirani podatci o korisnicima te nedovoljna jasnoća uvida dobivenih inicijalnim analizama baza. Postavljanje analitičkih sustava baze korisnika programa vjernosti zahtjevan je posao – svaki uneseni podatak mora biti jedinstven i odgovarati specifičnom korisničkom profilu. Pritom se tijekom prikupljanja podataka mora posebno paziti na zamor sudionika, vrijeme trajanja upitnika, relevantnost prikupljenih podataka, kategorizacijske i segmentacijske mogućnosti sudionika te na brojne druge elemente. Uz to, nakon što je baza oformljena i funkcionalna, ona mora biti obradiva: njezina obradivost mora nadilaziti uobičajena statistička rješenja, baza je temelj optimizacijskih uvida u poslovanju koji mogu imati značajan pozitivan utjecaj.

Iz analiza izrađujemo segmentacije ciljne publike koja omogućava jasnije poznavanje profila trenutnih, ali i potencijalnih korisnika vaših usluga, proizvoda ili programa vjernosti. Poznavanjem profila ciljne publike vaš pristup uzima u obzir potrebe i specifičnosti vaših korisnika te omogućava da proizvodi i pogodnosti programa vjernosti budu zaista ono što je važno ciljnoj publici.

Uz to, analize pružaju mogućnost utvrđivanja bihevioralnih profila kupaca i ne-kupaca, njihove segmentacije i optimalnih Buyer Persona te modela predviđanja njihovog ponašanja u trenucima transakcije, odnosno odsustva transakcije. U analizu uključujemo i utvrđivanje mogućnosti povećanja potrošnje po svakom segmentu Loyalty programa po proizvodu ili usluzi iz Vašeg portfelja.

U cilju optimizacije strukture i ponude Loyalty programa, razvijamo i implementiramo posebne upitnike te koristimo napredne analitičke alate s kojima detaljno razumijemo najjače pokretače (drivere) kupovine te zadovoljstva kupca ili korisnika te time povećavamo vjerojatnost uspješne transakcije, zadovoljstvo korisnika te smanjenje churn-a.

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