Materi 20 - Digital Marketing Lanjutan

Retention dan Loyalty Programs

Akuisisi customer 5x lebih mahal dari retention. Loyalty program yang bagus jadi competitive advantage.

Durasi 26 Menit Level intermediate Kurikulum 30 Materi

1. Mengapa Retention

Acquired cost mahal. Existing customer 60-70 persen lebih likely beli lagi. Increase retention 5 persen bisa naikkan profit 25-95 persen (Bain study). Customer loyal jadi advocate, bawa referral organik. Kunci sustainable growth.

2. Tipe Loyalty Program

Points-based (Starbucks Rewards). Tier-based (Amazon Prime, Garuda Miles). Paid loyalty (Costco membership). Cashback (kartu kredit). Coalition (LinkAja). Gamified (Duolingo streak). Pilih sesuai bisnis.

3. Komponen Sukses Program

Easy to understand. Achievable rewards (jangan bikin reward 1 juta points). Personalized (tiap customer beda). Emotional connection (bukan hanya transaksional). Surprise and delight. Mobile-first. Integration dengan sistem CRM.

4. Retention Tactics

Email lifecycle (welcome, onboarding, re-engagement, win-back). Personalized recommendation. Birthday offer. Exclusive content untuk member. Community building. Better customer service. Continuous improvement berdasar feedback.

5. Metric Retention

Retention rate (cohort analysis). Churn rate. Customer Lifetime Value (LTV). Repeat Purchase Rate. Net Revenue Retention. NPS dan CSAT. Track per cohort untuk lihat trend.

Tugas Praktik

  1. Audit retention rate produk sendiri
  2. Riset 3 loyalty program yang kamu suka
  3. Design loyalty program sederhana
  4. Setup email lifecycle dengan automation
  5. Hitung LTV per segment

Rangkuman