Latest / Leaders in Customer Loyalty, Powered by Loyalty360 / Loyalty360 Loyalty Live | Michael Snyder, Comarch

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Loyalty360 Loyalty Live | Michael Snyder, Comarch · Leaders in Customer Loyalty, Powered by Loyalty360

• 0:04
  John Diether: Good afternoon and good morning.
• 0:06
  John Diether: This is John Diether with Loyalty 360, welcoming you to another edition of Loyalty Live.
• 0:12
  John Diether: In this series, we talk to the leading agencies, technology partners and consultants in customer channel and brand loyalty about the technology trends and best practices that impact the ability of brands to drive unique experiences, engagement and, most importantly, customer loyalty.
• 0:31
  John Diether: Loyalty Live allows the deeper insight into the state of customer loyalty as we surface these challenges from the brand marketers we speak with and use Loyalty Live sessions as a pragmatic and empirically driven response to those challenges, which helps brands understand and evaluate the challenges and opportunities before them.
• 0:51
  John Diether: Today we have the pleasure of speaking with Michael Snyder, senior consultant for Comarch.
• 0:57
  John Diether: Michael, welcome, we're glad to speak with you today.
• 1:01
  Michael Snyder: Thank you, John.
• 1:02
  Michael Snyder: I'm glad to be here and speaking with you as well.
• 1:05
  John Diether: Great.
• 1:05
  John Diether: Do you mind telling us a little bit more about yourself, your current role at Comarch and your background?
• 1:13
  Michael Snyder: Yeah, not a problem at all.
• 1:14
  Michael Snyder: So my name is Michael Snyder.
• 1:15
  Michael Snyder: I'm from New York City.
• 1:17
  Michael Snyder: I've been with Comarch about two years now.
• 1:20
  Michael Snyder: I'm currently our senior solutions consultant for Loyalty and Experience.
• 1:25
  Michael Snyder: I come from a background in data analytics, so basically working with data to help inform decisions.
• 1:33
  Michael Snyder: Moving forward with Comarch now, today, I help pre-sales and current clients with consulting needs to develop their platform to best fit their environment and business situation.
• 1:46
  John Diether: Well, for those of us who may not be familiar, can you give us a brief overview of Comarch, specifically what you do, how you do it and the industries that you work with?
• 1:57
  Michael Snyder: Yeah, not a problem at all.
• 1:58
  Michael Snyder: So Comarch is a technological powerhouse.
• 2:01
  Michael Snyder: Basically, we develop and implement different technologies across a wide spectrum of industries.
• 2:07
  Michael Snyder: Where we'll focus today will be on our Loyalty division, where we help strategize from free go live, different programs for new companies, engaging on their loyalty experience for the first time, as well as implementing or transferring current existing programs onto our platform.
• 2:25
  Michael Snyder: We try to provide end to end fulfillment.
• 2:29
  Michael Snyder: So we host the data, we host the platform, we do manage services for our platform and we even offer end to end rewards fulfillment.
• 2:37
  Michael Snyder: As a Comarch partner, we're here to work with them one-on-one to ensure both their success, because their success is our success with this platform.
• 2:47
  Michael Snyder: We also, though, work in a number of different other industries, such as finance and insurance services, erp and business intelligence systems.
• 2:55
  Michael Snyder: We operate in the healthcare space, as well as telco, e-invoicing and ICT.
• 3:03
  John Diether: So, as the year winds down here 2023, it seems that Comarch's focus continues to be on retail, specifically in e-commerce, integrating with platforms like Shopify and Magento.
• 3:17
  John Diether: Can you tell us more about Comarch's loyalty management system and how it integrates with these e-commerce platforms and how brands benefit?
• 3:27
  Michael Snyder: Yeah, definitely so.
• 3:29
  Michael Snyder: Our whole philosophy has really been to try to innovate from within and build our systems out so that way we maintain full functionality and flexibility.
• 3:40
  Michael Snyder: But in today's day and age, when companies' tech stacks are so divided and they're utilizing so many different platforms namely Shopify and Magento we really saw a need to adapt to that current market situation.
• 3:53
  Michael Snyder: So what we have done over the last year has been to build some free connectors between our system and the Shopify and Magento system in a way that goes beyond a basic API connection.
• 4:06
  Michael Snyder: That way, we are maintaining as much functionality as we can between the two systems.
• 4:11
  Michael Snyder: This also allows for a quicker launch and implementation on new clients coming on board and also lowers the developmental costs for integrating into a new platform.
• 4:22
  Michael Snyder: It also offers some better features for your current in-store e-commerce build for your customer front-facing aspects, as well as faster updates, and there's also more flexibility between systems.
• 4:36
  Michael Snyder: So some processes can be done within Shopify and Magento that you don't need to always utilize the loyalty platform for, so there's less training involved for your entire team.
• 4:47
  John Diether: Speaking of the loyalty platform, how exactly give us some examples of how you help brands drive customer retention?
• 4:57
  Michael Snyder: Yeah.
• 4:58
  Michael Snyder: So one of the really biggest aspects we're seeing right now is the need for personalization on a higher level because, as we'll see, you know, in the growing future, bigger companies like Walmart and Amazon they're encroaching on everyone else's space or just your competitors have some form of loyalty.
• 5:17
  Michael Snyder: So you need to make sure your program is as personalized as can be to meet your customer's needs before they even know it.
• 5:23
  Michael Snyder: So we help our customers with some data science offerings, analyzing different aspects of the program, determining customer lifetime value and churn rate, to target those customers in their best times of needs.
• 5:36
  Michael Snyder: With one of our biggest clients, jetblue, here in the US, they've really rolled out a new refresh of their program and they've created a new tiered structure that has some cool gamification elements, such as badges and tier markers, and once you hit your new tier level, you're actually able to choose your own benefits, as opposed to having just fixed benefits that are assigned to each tier level.
• 6:01
  Michael Snyder: So it adds just another layer of personalization and gamification as you continue through the platform and program.
• 6:09
  John Diether: I bet you're seeing a lot of creative things with gamification.
• 6:12
  John Diether: It seems to be quite a trend these days.
• 6:15
  Michael Snyder: Yeah, I think that's probably one of the bigger trends right now.
• 6:18
  Michael Snyder: We're just trying to find that next level edge, something that they can offer, just inspire them.
• 6:22
  Michael Snyder: When we look at some of the most profitable companies in the world now, we're looking at gaming companies that are now equipsing Hollywood and music with revenues and they are just leading the way with special challenges and tiers and badges and whatever, and people eat it up.
• 6:40
  Michael Snyder: So you know, I think other companies are trying to follow suit.
• 6:44
  John Diether: Absolutely.
• 6:44
  John Diether: Let's switch to a more mundane topic now customer data collection.
• 6:49
  John Diether: As you know, the data collection through e-commerce delivers key insights to brands as they refine their customer loyalty programs.
• 7:00
  John Diether: But, due to current and proposed privacy laws, are the brands you work with implementing or planning to implement changes to their customer loyalty programs or data collection initiatives?
• 7:12
  John Diether: What are you seeing in that regard, in response to privacy?
• 7:18
  Michael Snyder: Yeah, no, this is definitely a hot topic right now.
• 7:21
  Michael Snyder: I mean us being based out of the EU, we are confined by GDPR standards, so we've kind of been in this space for a few years now, but, as we see, especially in the US California adopting a lot of these same regulations, customers aren't going to be able to rely on third party data as much anymore.
• 7:38
  Michael Snyder: A lot of that OVNC is going away, so our customers are now implementing first party data collection tools, such as issuing surveys directly to customers, adding different data points for preferences in their profile and then collecting all of that and using that for more personalized offers, as well as even rewarding some customers for bonus points or incentives for giving them that data.
• 8:05
  John Diether: Gotcha, can you give us one or two concrete examples of a client that's building a successful loyalty program?
• 8:16
  John Diether: What overall strategies do you see that have led to success recently?
• 8:22
  Michael Snyder: Yeah, and I think one of our biggest examples is from ExxonMobil, one of our biggest clients here.
• 8:28
  Michael Snyder: I come from a background in data, so I know how important it is to have a big data first approach and make all of your decisions based on what you're gathering from your customers.
• 8:38
  Michael Snyder: So over the years with Exxon, we've really expanded our partnership to offering a lot more data science services.
• 8:44
  Michael Snyder: So now we are analyzing basically different products that are being purchased, where our customers are spending their points, and we're even expanding our partnership program with Exxon so they are bringing on other Fortune 500 companies to be able to earn and burn points throughout different partners and really expanding that offering to their customers, finding those unique points where their customers are yearning to explore more and basically offering that ahead of time.
• 9:12
  Michael Snyder: And again, this can work for more than just rewards.
• 9:16
  Michael Snyder: It's also personalized recommendations or even exclusive access to certain products that are launching ahead of time.
• 9:22
  Michael Snyder: Customers really want to feel valued and if you can hit that area of engagement, you will retain a lot more customers there.
• 9:29
  John Diether: Excellent, Thank you.
• 9:30
  John Diether: One of the things, Michael, we noticed a top trend that we see in our state of customer loyalty research is that a lot of brands are focused on redoing their existing loyalty programs, adding functionality etc.
• 9:44
  John Diether: Are you seeing anything around program relaunches and updates?
• 9:49
  John Diether: What are your clients looking for in terms of reinvigorating the program?
• 9:55
  Michael Snyder: Yeah, and I mean we're in the midst of it right now.
• 9:57
  Michael Snyder: Exxon's undergoing some refreshing at this moment.
• 10:02
  Michael Snyder: Jetblue just relaunched their badge program recently, so I think a lot of it now is they want sleeker designs, they want to be able to move quicker with their customers and they also are feeling the heat from all their competition.
• 10:16
  Michael Snyder: Now Every space typically has all the major competitors having some form of loyalty, so now they need to start innovating a little bit more.
• 10:24
  Michael Snyder: We talked more about some gamification elements, but I think some customers are offering more experiential rewards and offerings for their customers.
• 10:34
  Michael Snyder: So Ford, for example, another one of our clients.
• 10:36
  Michael Snyder: They have a Bronco challenge where, essentially, if you are one of the top performers in their program, you have an opportunity to win a trip to a national park.
• 10:46
  Michael Snyder: Try out the new Bronco, have a great time, get some great experiences in, and that's what I think customers are looking for.
• 10:53
  Michael Snyder: The next level how can they value me more?
• 10:56
  Michael Snyder: So that's what we're trying to do and show our customers that this program really brings them value.
• 11:01
  Michael Snyder: It's easy to engage with and be rewarded for.
• 11:06
  John Diether: Well, you know that's a great talking about experience.
• 11:08
  John Diether: That is a great place to test drive the Bronco at a national park rather than at your dealership.
• 11:15
  John Diether: On the road you're not going to realize the potential of that vehicle driving or driving around the neighborhood by the dealer.
• 11:23
  John Diether: So is there any trend or idea, technology that you think is the most important thing for brands to focus on?
• 11:31
  John Diether: We know how they're reinvigorating their programs.
• 11:36
  John Diether: Are you seeing one thing emerge as the most important consideration among these brands?
• 11:42
  John Diether: Is it experiences as something else?
• 11:45
  Michael Snyder: Yeah, I think really, you know, overall it's more the personalization.
• 11:50
  Michael Snyder: Whether your grocery, retail, gas, whatever it is, you need to find offerings that are actually going to resonate with your customers.
• 11:59
  Michael Snyder: So you need to even if it's a bonus discount, you make it relevant to what their recent purchases are or what they are maybe viewing online in your car, something like that, where you're actually touching on something they need.
• 12:12
  Michael Snyder: I think gone are the days of just generic offerings to your customers, because that's not going to cut it at this point.
• 12:19
  Michael Snyder: Another minor thing that I think we're seeing now is just with the explosion of the amount of apps that everyone has.
• 12:27
  Michael Snyder: I think if you have a mobile friendly web page that's viewable on a phone, that's going to go a long way for current and constant engagement, because not everyone's going to want to download an app at this point.
• 12:39
  Michael Snyder: So if you have a web based portal that's easy for someone to view, either through Safari, google Chrome, whatever, it'll go an increasing way between just constant enrollment for your customers beyond just having to download an app, because if they don't have service or something like that, it's harder to download than just viewing a web page Gotcha.
• 13:00
  John Diether: Let me put you on the spot for a second.
• 13:02
  John Diether: Let's say I'm a client coming into your office and I'm looking to revamp my loaded program to make it more successful.
• 13:12
  John Diether: I'm looking for some quick wins.
• 13:15
  John Diether: What do you think if you were given advice to me?
• 13:18
  John Diether: What is?
• 13:18
  John Diether: Some low hanging fruit, some obvious opportunities to get more out of the program.
• 13:26
  Michael Snyder: Yeah, no, that's definitely.
• 13:28
  Michael Snyder: Everyone's always looking for that quick win, and I think really it's.
• 13:31
  Michael Snyder: You know you have to put in.
• 13:34
  Michael Snyder: You're going to get out when you put into this program.
• 13:36
  Michael Snyder: So again, I always go back to that data first approach.
• 13:39
  Michael Snyder: My favorite thing to look at is specific product purchases, and you can end up with our platform.
• 13:45
  Michael Snyder: You're able to segment them based on specific products that they purchase and then target them with cross and upselling opportunities.
• 13:52
  Michael Snyder: So now they're getting offers for different items that really go together that they didn't see beforehand.
• 13:59
  Michael Snyder: You're getting more data from them as well, and in this case, you can then add on some client satisfaction feedback surveys.
• 14:07
  Michael Snyder: That way, you're finding out if these rewards are actually resonating with them, using that surveys to then build more data into your team.
• 14:15
  Michael Snyder: So I think it's really just expanding that data science team.
• 14:18
  Michael Snyder: We're seeing an explosion with AI these days, and I think every company would be forced not to take some form advantage of that.
• 14:28
  John Diether: Right, good advice.
• 14:29
  John Diether: We're almost to the end of 2023.
• 14:33
  John Diether: As we wrap up this year ahead in 2024, what do you see as the next big thing for Comarch Where are you going to be concentrating?
• 14:42
  John Diether: You believe in the year ahead.
• 14:44
  Michael Snyder: Yeah, so I mean right now we have two different types of platforms.
• 14:48
  Michael Snyder: We have an enterprise level solution and a SaaS solution.
• 14:51
  Michael Snyder: This way, we're actually catering to all levels of the market.
• 14:55
  Michael Snyder: We don't want to just be focused on the high end customers.
• 14:58
  Michael Snyder: We see the value in growing with the mid-range companies who are just embarking on loyalty for their first time.
• 15:05
  Michael Snyder: So I think we're going to continue to expand upon those offerings, which includes building out more integrations between the biggest systems in the world.
• 15:14
  Michael Snyder: We want it easy for customers to switch to our platform, get launched and get ready to go.
• 15:19
  Michael Snyder: We don't want to drag out implementation times there.
• 15:23
  Michael Snyder: We'll also continue expanding our managed services and strategy offerings.
• 15:27
  Michael Snyder: We're constantly looking for new partners to offer cooler rewards.
• 15:30
  Michael Snyder: We have a big thing right now is F1 races.
• 15:33
  Michael Snyder: We brought on a partner that can get you exclusive access to F1 events throughout the United States.
• 15:39
  Michael Snyder: We're trying to offer that to new clients as well and, as I mentioned, we also are opening our new data center in Arizona there, so we're trying to host our customers' data there as well.
• 15:52
  Michael Snyder: We want to be that full end-to-end provider in the loyalty space, from hosting, strategy platform provider and rewards fulfillment.
• 15:59
  Michael Snyder: We're basically trying to be here to your one-stop shop, essentially.
• 16:04
  John Diether: So it's like a busy year ahead for you, more or less?
• 16:09
  John Diether: Well, you can exhale for a moment, because we're going to go into our Loyalty 360 rapid fire questions.
• 16:16
  John Diether: We ask everybody these at the end of the interview, and it turns out to be one of our most popular features.
• 16:22
  John Diether: So get ready, Michael.
• 16:25
  John Diether: What is your favorite word?
• 16:27
  Michael Snyder: I'm going to go with space.
• 16:28
  Michael Snyder: It's just my favorite thing in general.
• 16:31
  Michael Snyder: Wish I could visit someday.
• 16:33
  John Diether: There you go.
• 16:33
  John Diether: On the other hand, what is your least favorite word?
• 16:39
  Michael Snyder: Eggs I know I'm in the unpopular category here.
• 16:41
  Michael Snyder: I'm just not an eggs lover.
• 16:43
  Michael Snyder: I wish I loved them, but everyone seems to enjoy them.
• 16:47
  Michael Snyder: I just can't stand them, and they make my skin crawl.
• 16:51
  John Diether: I believe that's the first time we've gotten that answer, Least favorite word, eggs.
• 16:54
  John Diether: So it's unique.
• 16:56
  John Diether: What excites you?
• 16:59
  Michael Snyder: I'm a big adventure sports guy.
• 17:01
  Michael Snyder: I like getting that adrenaline going.
• 17:03
  Michael Snyder: I've been doing MMA for the last 20 years, so something just gets the blood pumping in there.
• 17:10
  John Diether: There you go.
• 17:11
  John Diether: What do you find tiresome?
• 17:14
  Michael Snyder: You know hopefully my boss doesn't see this but updating the CRM, we all got to keep all that updated, all that information up there, but sometimes just a tedious task.
• 17:26
  John Diether: There you go.
• 17:27
  John Diether: So what profession, other than what you're doing right now, would you like to attempt?
• 17:35
  Michael Snyder: If I could be anything, it'd be an astronaut.
• 17:37
  Michael Snyder: Just want to get up in that space, so I'll see the stars.
• 17:40
  John Diether: I should have guessed that.
• 17:41
  John Diether: And what profession would you avoid?
• 17:45
  Michael Snyder: Probably a nurse or a doctor.
• 17:46
  Michael Snyder: Don't really do too well around dealing with too many sick people, but got to commend them for doing the best job out there.
• 17:55
  John Diether: There you go.
• 17:55
  John Diether: I hear that a lot too.
• 17:58
  John Diether: Who inspired you to become the person you are today?
• 18:01
  Michael Snyder: I'd say you know, my family has a big part in that too.
• 18:05
  Michael Snyder: Also my martial arts group I've been training with the last 20 years.
• 18:08
  Michael Snyder: You know just a big family at this point and obviously my wife wouldn't be here without her today.
• 18:15
  John Diether: And what do you typically think about at the end of the day?
• 18:20
  Michael Snyder: End of the day, I'm kind of more a relaxation guy.
• 18:23
  Michael Snyder: I got a beautiful little pug.
• 18:25
  Michael Snyder: I just, you know, relax with him and my mind's at ease.
• 18:30
  John Diether: There you go.
• 18:30
  John Diether: Last question how do you and probably it's fitting this one's at the end how do you want to be remembered by your friends and family?
• 18:41
  Michael Snyder: I think just you know, a kind and generous guy, someone who always you know will be there if you need.
• 18:45
  John Diether: There you go.
• 18:47
  John Diether: Well, thank you, Michael, for taking the time to speak with us today.
• 18:51
  John Diether: It was great hearing your perspective on customer loyalty and absolutely will have you back as we look forward to learning more throughout next year to find out what Comarch is up to, and I want to thank everyone for joining us.
• 19:07
  John Diether: We look forward to having you back on our next Loyalty Live soon.
• 19:11
  John Diether: I'm John Diether.
• 19:12
  John Diether: Thank you for watching.