{"id":2560,"date":"2021-06-15T12:08:24","date_gmt":"2021-06-15T10:08:24","guid":{"rendered":"http:\/\/i360.trejka05.pl\/?p=2560"},"modified":"2021-07-16T12:33:18","modified_gmt":"2021-07-16T10:33:18","slug":"transcript-purchase-frequency-and-customer-loyalty","status":"publish","type":"post","link":"https:\/\/i360.com.pl\/en\/transkrypcja-czestotliwosc-zakupow-a-lojalnosc-nabywcy\/","title":{"rendered":"Transcript \u2013 Purchase frequency and customer loyalty"},"content":{"rendered":"

KN:<\/strong> Katarzyna Nawrocka, \u201eOn loyalty schemes at night\u201d. Loyalty schemes are typically associated with market segments where purchases are made several times a week. However, some sectors face the challenge of retaining customers who only make a purchase once every few years. Dominiko, we\u2019re going to be talking about loyalty schemes, so I\u2019d like to start by asking you what loyalty schemes Mazda runs.<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: We currently run two loyalty schemes for our customers. One is linked to vehicle replacement \u2013 that is, the purchase of another Mazda \u2013 and is called \u201eMore and more\u201d; at the same time, we also run the \u201eMazda Ambassador\u201d programme. However, these are programmes that we are constantly working to develop. I can also say that we will soon be making some changes to the concept behind these programmes and replacing them with new solutions.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>So we can\u2019t reveal any details just yet?<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: All I can say is that this will be a programme brought together under one umbrella, integrating all our loyalty initiatives in one place, and it will also be based to some extent on different principles \u2013 not just focusing on the period when a customer is ready to buy their next car, but will also be more spread out over time, recognising the value of their relationship with us over the long term. That\u2019s all I can say for now. I think that before long we\u2019ll actually be able to tell all our customers about it.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>So let\u2019s talk about how to build brand loyalty among customers who only make a purchase once every few years.<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: This is a path you have to follow right from the start, and you need to look after that customer quite consistently throughout their entire relationship with the brand. When it comes to buying a car, that first key moment is, of course, the purchase itself \u2013 it\u2019s what I\u2019d call a big bang, because from the customer\u2019s perspective it\u2019s also a major purchase. However, the car then goes on to share a fairly long life with its owner, and throughout that entire life cycle, various situations and moments arise in which the customer expects care, information and support from the brand. And moving on, as it were, to what\u2019s most important \u2013 being treated in a special way. And that\u2019s what we at Mazda have been striving to do consistently for many years now. We\u2019re aware that all these moments and touchpoints ultimately shape the final relationship and influence how the customer perceives the brand, and whether, at the end of the day, they actually decide to buy from us again. So this is simply groundwork. Work carried out all the time, at every moment, and not just at certain times.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>That seems much harder than retaining a customer who shops every day, every other day or several times a week.<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: I mean, I\u2019d say it\u2019s just different. In the case of higher transaction volumes and more frequent interactions. Of course, there are far more opportunities to meet with customers, yes. However, I\u2019d also say that sometimes this engagement is more transactional, because I often come with a specific need. Particularly in retail sectors where these purchases happen, let\u2019s say, even several times a week. There, there\u2019s perhaps a bit less emotion; it\u2019s more of a \u2018here and now\u2019 need. On the other hand, when it comes to building a long-term relationship \u2013 particularly where, as we\u2019ve just mentioned, buying a car is, in a way, like buying a service \u2013 the relationship with the customer lasts much longer than just today or tomorrow. Consequently, whilst it may be a bit more difficult, once we\u2019ve established access to that customer and know who they are \u2013 and that\u2019s the foundation on which we work \u2013 we also know what language to use and when to speak to them, and we know how to meet their needs. And it really is a very interesting job, yes. Because we have to anticipate certain situations to some extent; we have to look ahead and analyse the data we have so that, when the customer actually needs that interaction, we can respond to it appropriately. So, from my perspective, it\u2019s more interesting and different, but not necessarily more difficult.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>I\u2019d also like to ask you about the differences in building customer loyalty between the Polish and European markets.<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: I think these differences are becoming increasingly blurred; that is to say, a few years ago \u2013 not to mention ten or so years ago \u2013 the differences were enormous. This was also down to the fact that, in many respects, the European market was always some way ahead of us, ahead of the Polish market. Later on, technology came into the picture, and we had a lot of catching up to do in that area too. However, at the moment I would say that these differences are very slight. When it comes to consumer behaviour, Poles are very similar in their habits to people living in Western Europe, or in Europe in general, or even in the US, or much further afield. We all have access to technology; we all use mobile phones and apps, and in that respect we\u2019re no different. The programmes are very similar these days. The difference I see here \u2013 the biggest difference \u2013 lies in the level of participant engagement. And it seems to me that European programmes and the European market have realised much more quickly that it is precisely through this engagement and by building a relationship based on experiences that loyalty can be fostered. Here, for quite a long time, it was still based on transactional, one-off interactions. It seems to me that this is changing, as they say. But still, looking at some programmes, they\u2019re just quick win-win situations, rather than necessarily an attempt to engage the customer so that they start to live the life of the brand as well. It seems to me that this is still an area where local programmes \u2013 and I\u2019m not, of course, talking about programmes that are copied wholesale from European markets, such as Payback, which, after all, got off to a great start in Germany. It only reached Poland later. It\u2019s actually the same programme, but I think such local, single-brand programmes still have a bit of work to do in this regard.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>And is it true that even the most carefully planned marketing campaigns can be overshadowed by, for example, end-of-year sales?<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: I\u2019d say it really depends on how much work the brands have put in beforehand to build that loyalty. And, of course, there is a group of customers who are always price-sensitive. And in the case of this particular market \u2013 car purchases, to be precise \u2013 it\u2019s quite a significant expense. It\u2019s not a matter of buying a chocolate bar; it\u2019s actually often a family expense, and the decision carries a lot of weight. That said, a certain group of customers will always look at the price. But if brands have done the groundwork beforehand by winning the customer over on all other fronts, giving them a sense of security \u2013 starting, of course, with the quality of the product they offer. Because if we\u2019re using something that breaks down and constantly disappoints us, then whatever happens, we\u2019re unlikely to be able to make up for it later. That said, I do think it\u2019s difficult; it\u2019s a challenge. We\u2019ll never win over certain groups of customers, because they\u2019ll always look at the price. But I always approach it this way: let\u2019s not focus on those customers, right? Let\u2019s focus on those for whom these experiences matter, and let\u2019s work on them \u2013 yes. On our relationship with them. And here I believe that, when the time comes to make a decision, certain experiences built up with the brand will take precedence \u2013 yes. And that\u2019s also the aim of our work with our clients \u2013 so that, after a while, they\u2019ll remember all the things that were important to them along the way.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>And what are the most decisive factors when choosing which make of car to buy in Poland?<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: Let me put it this way: there are, of course, many such factors. And the brand\u2019s image itself is very important, as is what resonates with the customer \u2013 which brands appeal to them more, and which do not. These are also choices based on certain emotions and perceptions. Well, first and foremost, there are questions such as whether it should be a premium car, a mass-market car, or whether there\u2019s some other need. However, here, above all, it still seems to me that quality and reliability are key. When it comes to cars, this is the key determining factor, yes. It\u2019s a purchase for years to come, so the quality of the car \u2013 ensuring we don\u2019t encounter any technical problems with it later on \u2013 is very important to all customers. Another issue is after-sales service \u2013 that is, all the experiences the customer encounters after the purchase that are related to their car. Starting with regular servicing, and covering all situations where the customer might have a problem \u2013 because that does happen too. So the way in which the brand resolves all these issues \u2013 be they problems or enquiries \u2013 and how it looks after the customer, whether during a service or in the event of a warranty claim, is of immense importance later on when deciding whether or not to buy from that brand again. Another aspect is the entire communication process \u2013 not only that carried out by the brand as an importer, but also by the dealers \u2013 with the customer throughout the duration of that relationship. And this is precisely where the element of creating those moments of surprise, those \u201ewow\u201d moments, comes in \u2013 which are also very important to us. For Mazda, it is very important that the customer \u2013 the individual, our customer \u2013 is at the very centre of attention. Their connection with the car should be such that it feels intuitive. It\u2019s a sense of unity, yes. This stems from the philosophy the brand has adopted here, and this customer-centric approach is very important. So, when it comes to communication too, we strive to ensure it is personalised. And I think that only this kind of communication makes sense these days. It must be communication based on need, on approaching the customer from the perspective of what they want, yes. It has to be spot on. Fortunately, there are more and more tools available for this, and you simply need to use them skilfully. I think that at the moment, amidst this flood of information, if a customer receives a message at the wrong time, in the wrong place, or that is inappropriate, it also affects their relationships and their experiences. And it may ultimately tip the balance when it comes to their decision, yes. So I think communication is also very important.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>And could we discuss the differences between loyalty schemes aimed at individual customers and those aimed at, say, corporate customers?<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: In the case of the programmes we run here, but also based on my personal experience, I must admit that in most cases I have always worked with individual clients. I have also worked with business clients, but specifically those whose behaviour is very similar to that of a consumer. In other words, these are small businesses or sole traders, where the purchase of a car or a service is, in reality, for the benefit of the consumer \u2013 it directly benefits that individual. Consequently, whether it\u2019s a business or an individual client, there\u2019s no difference. We address their needs in the same way as we would an individual. When dealing with a more corporate client, however, the matter is much more complex. This is because, in such cases, we are primarily dealing with the owner, but we also have the end-user. This raises issues \u2013 very simple issues, for instance, relating to the use, or the possibility of using, the personal data of these individual people \u2013 because, from a business operations perspective, we do indeed hold data, but that of the business owner. And from the perspective of reaching the user, we should have that user\u2019s data, because perhaps their decision will be significant. However, it seems to me that in most cases this should be directed at the decision-maker \u2013 that is, the person within a large corporation or company who makes such final decisions. And yet it seems to me that, first and foremost, it\u2019s about that relationship aspect, because this is more about managing relationships with a major client and involves many elements \u2013 to put it bluntly \u2013 related to the offer. That is, related to price, because these are often decisions made on a larger scale for an entire group.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>So what role do importers and dealers play in building brand loyalty?<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: First and foremost, there must be very close cooperation. And wherever there is a disconnect \u2013 even if it\u2019s just that the values represented by a particular importer or dealer differ from one another \u2013 there will always be a certain dissonance, because whatever the importer comes up with, the dealer won\u2019t really be able to implement it. There are, of course, certain distinctive aspects. For the importer, first and foremost, it\u2019s the product, yes. After all, it is the importer and the manufacturer who decide what the product looks like, what its quality is, and how the brand builds its image in a broader sense. But there are also certain processes and, so to speak, a system of values that they implement, which must be consistent and properly communicated to the dealer. The dealer, on the other hand, is the face of the business for the customer, yes. They\u2019re the person, the adviser, who then talks to the customer and has to convince them to buy the product. So the quality of that relationship and a certain consistency with the brand\u2019s philosophy are extremely important in order to achieve that synergy effect. Also, all the processes related to customer service \u2013 from simple matters such as the appearance of the showroom, the standard of service provided there, the level of service and the quality on offer \u2013 are of immense importance to the customer. And finally, I\u2019ll just say that what really holds it all together is, above all, this cooperation based on the relationship between the brand and the dealer. And this is also something we\u2019re proud of \u2013 that our relationships with our dealers are so strong. We\u2019ve been operating on this partnership basis for many years. We strive to ensure that this remains the case, so that our dealers truly act as ambassadors for our brand.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>I\u2019d like to ask your opinion, because it\u2019s commonly said that we choose our first car based on price, and our second based on servicing and after-sales support. What\u2019s your view on this?<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: I would very much agree with that, because that\u2019s precisely what characterises the industry and our business: the fact that all these experiences and impressions aren\u2019t necessarily formed at the moment of purchase, but later on, yes. Over the course of those few years of using the car. And using a car involves various moments when there must also be contact with the brand and the service centre. We\u2019re not even talking about situations where something goes wrong, but rather those situations where such contact is necessary due to the need for a periodic service. These are all moments that shape the customer\u2019s experience \u2013 moments of truth that make the customer realise whether it was a good choice or not quite such a good choice. And the way we look after the customer at these moments is what their decision will later depend on. Of course, there aren\u2019t really any direct studies here that demonstrate this correlation in such a way. However, we\u2019ve also carried out our own research \u2013 surveys amongst our customers \u2013 where we\u2019ve tried to understand what matters most to them in terms of quality, and that is precisely this reliability. It\u2019s all about solving their problems and the standard of service provided during all these service visits. This has a very strong influence on their decisions, and this is also something I\u2019ll come back to in a moment: these are the factors that can ultimately outweigh price or the discount that another brand might offer, yes. Because not every customer is willing to take a risk, yes. It\u2019s also worth putting it this way: of course, there are those who like to switch things up a bit \u2013 \u2018well, I\u2019ll see what it\u2019s like elsewhere\u2019. But we also have many customers who aren\u2019t prepared to take that risk. If they\u2019re happy where they are and have been treated very well. And if the car works perfectly for them, and the dealer is always there to help, then they won\u2019t go looking for a better deal elsewhere, right. So we understand that, and I think it\u2019s very important.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>And finally, I\u2019d like to have a quick chat with you about the differences in how we approach and interact with a customer who comes to us looking to buy a family car, compared to a customer who comes to us, for example, looking for a convertible to use at the weekends.<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: First and foremost, we need to start from the premise that every customer who comes to us is different, and their needs may vary considerably. You\u2019ve given two examples here, but there are probably many more like them. What\u2019s most important is that the adviser and the person dealing with the customer are guided to identify that need first. In the case of a completely new customer \u2013 because we\u2019re starting from scratch, as it were \u2013 so it\u2019s also important to ask about the customer\u2019s needs: whether they want a large car or a smaller one, or one that offers a sense of security, or a smaller, more economical model, yes. I think sales advisers should always carry out this sort of consultation \u2013 not just within our brand, but in others as well. There\u2019s always a strong focus on identifying needs. If it\u2019s one of our existing customers, it\u2019s perhaps a little easier, as we have a bit of a history with them. But then again, having that history doesn\u2019t mean it\u2019s a done deal \u2013 it won\u2019t just happen by itself. We also need to work with dealers and sales advisers to ensure they use this information skilfully. And they\u2019ve built up a bit of a history based on that, because here we\u2019re entering the world of a customer who\u2019s been with us for a number of years. That\u2019s also very important, as is the differentiation you\u2019re talking about \u2013 certainly in customer communication, which we, for example, as an importer, build up through various campaigns. Again \u2013 we have to rely to some extent on what we know about the customer. This communication must be tailored to them. And in a way, we\u2019re able to pick up on this difference. We know what sort of cars our customers drive; we know \u2013 or can guess \u2013 whether it\u2019s a family car or a car for a single person\u2019s use. And that\u2019s also where we start this story. It doesn\u2019t always work out that way, because we also have to bear in mind that the customer is evolving in their own life. Their needs change, as it were.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>He might want to switch from this convertible to a family car in a while\u2019s time.<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: Exactly. So it\u2019s also about being flexible in how we view what the client needs, and above all, being focused on listening to them. And not to impose a particular vision on them \u2013 one that suits us \u2013 but rather to listen more and come up with a solution based on that. Another quite distinctive group of customers are those who are expanding their portfolio a bit, because we don\u2019t necessarily have to say it\u2019s just one car for the family. We\u2019re also seeing more and more customers who have several cars in their household fleet, and this is something of a growing trend in Poland. We\u2019re seeing it \u2013 we\u2019re noticing that customers come to us who, of course, still drive their Mazda and want to keep it, but feel the need to buy another car. I\u2019m not sure exactly why \u2013 perhaps for their wife, or for their teenage son. That\u2019s part of it, but again, it\u2019s also important to recognise these needs and discuss them with customers.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>Thank you very much for our conversation today. What I took away from it is that building brand loyalty with a customer who shops only once every few years isn\u2019t any more difficult \u2013 it\u2019s just different. Simply different.<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: Exactly.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>Thank you very much, and I hope to see you again.<\/p>\n

.<\/span><\/span><\/p>\n

DAS<\/strong>: Thank you, and see you soon.<\/p>\n

.<\/span><\/span><\/p>\n

KN: <\/strong>And we invite you to tune in to the next episode.<\/p>\n

.<\/span><\/span><\/p>","protected":false},"excerpt":{"rendered":"

KN: Katarzyna Nawrocka, \u201eOn loyalty schemes at night\u201d. Loyalty schemes are typically associated with market segments where purchases are made several times a week. However, some sectors face the challenge of retaining customers who make a purchase only once every few years. Dominik, we\u2019re going to be talking about loyalty schemes, so I\u2019d like to start by asking you about\u2026<\/p>","protected":false},"author":2,"featured_media":2561,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[67],"tags":[],"class_list":["post-2560","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-o-programach-lojalnosciowych-noca"],"taxonomy_info":{"category":[{"value":67,"label":"O programach lojalno\u015bciowych noc\u0105"}]},"featured_image_src_large":["https:\/\/i360.com.pl\/wp-content\/uploads\/2021\/06\/23_mazda_PLANSZA-1024x576.jpg",1024,576,true],"author_info":{"display_name":"Tomasz Makaruk","author_link":"https:\/\/i360.com.pl\/en\/author\/autor\/"},"comment_info":0,"category_info":[{"term_id":67,"name":"O programach lojalno\u015bciowych noc\u0105","slug":"o-programach-lojalnosciowych-noca","term_group":0,"term_taxonomy_id":67,"taxonomy":"category","description":"","parent":0,"count":26,"filter":"raw","term_order":"0","cat_ID":67,"category_count":26,"category_description":"","cat_name":"O programach lojalno\u015bciowych noc\u0105","category_nicename":"o-programach-lojalnosciowych-noca","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/2560","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/comments?post=2560"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/2560\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/2561"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=2560"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=2560"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=2560"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}