1. Brand delusion & how to overcome it June 10, 2015 Gerry McGovern gerry@customercarewords.com www.customercarewords.com @gerrymcgovern

2. 2 © Customer Carewords Ltd. customercarewords.com Consumers: 73% feel a loyalty program is for brands to reward loyal consumers

3. 3 © Customer Carewords Ltd. customercarewords.com Marketers: 66% believe loyalty programs are for consumers to show loyalty to brand

4. 4 © Customer Carewords Ltd. customercarewords.com “We deliver a superior online experience” Source: IBM, 2015

5. 5 © Customer Carewords Ltd. customercarewords.com “How effectively did the brand deal with your issue?” Source: IBM, 2015

6. 6 © Customer Carewords Ltd. customercarewords.com “The average retailer understands me” Source: IBM, 2015

7. 7 © Customer Carewords Ltd. customercarewords.com “My favorite retailer understands me” Source: IBM, 2015

8. Brad Tuttle, Customer Service Hell, 2011. YESYES yes

10. Accenture, 2013 “There is widespread insurance industry consensus that customer turnover rates are too high … there is considerably less clarity and confidence about the best next steps to take.” Ernst & Young survey

14. “The Content Connection To Vendor Selection” Chief Marketing Officer Council, 2014.

16. 16 © Customer Carewords Ltd. customercarewords.com

17. 17 © Customer Carewords Ltd. customercarewords.com

18. 18 © Customer Carewords Ltd. customercarewords.com GOT THE HOUSING BLUES? Start Saving!

19. 19 © Customer Carewords Ltd. customercarewords.com Visits to product pages increased by 520%

20. 20 © Customer Carewords Ltd. customercarewords.com @gerrymcgovern

21. 21 © Customer Carewords Ltd. customercarewords.com +353 87 238 6136 @gerrymcgovern gerry@customercarewords.com Thank you customercarewords.com WWW.