Episode 3
Influencer Loyalty Programs
Category : Sales & Distribution
In the last episode we discussed how to win long-term loyalty of retailers. However, in many product categories there can be other influencers for a purchase- it could be architects/ carpenters for furniture, masons/engineers for construction products, mechanics for automobiles and so on. These influencers can strongly and positively sway the end customers towards a specific brand. So, as we promised in the last episode, we have come back to discuss how we can nurture a strong bond with these influencers, how such a bond can be competitive edge for the company, and why we claim it cannot be replicated or copied easily by a competitor.
Transcript
| Shubham Agarwal : | Hello, everyone. Welcome back to the CounterPoint podcast. We are here with you. As we promised in the last episode with Sunil Davis again.We had a beautiful insight in the last session on retailer loyalty program, how a win win proposition based on service promise of guaranteed availability, and retailer loyalty program can be executed in a retail environment to grow sales exponentially.
We continue from where we left as promised, and we have Sunil Davis from Vector Consulting Group to share the insights on influencer loyalty program, which is believed to be a decisive competitive edge that is a DCE for any organization. Well, what is it about? And what is the decisive competitive edge about? Let’s hear it from him. Hi, Sunil. Welcome back to the CounterPoint podcast. Hope all is well at your end. |
| Suni Davis : | Thanks, Shubham. And once again, you’re hosting me and Yes, everything good fortified with a covishield jab taken, so hopefully is only going to be better now. |
| Shubham Agarwal : | Great. I think every listener who is listening to us if you’ve not taken the vaccine, yet, we really recommend you to do that. Because that’s probably one step more to saving ourselves. |
| Suni Davis : | Yeah, and getting normal see back yeah so that is very important |
| Shubham Agarwal : | Yeah we really need it back |
| Suni Davis : | Yes Shubham |
| Shubham Agarwal : | Alright, Sunil so let’s get started on the topic that we have for today, the influencer loyalty program. To be honest, you know, you kept me wondering from the last episode, when you said that retailer loyalty program is not really a DCE, but an influencer loyalty program could be a DCE right a decisive competitive edge. Let’s let’s clear the you know the doubts around it first, let’s get the elephant out of the room. Why do you claim so? |
| Suni Davis : | Okay Shubham, let me first try to define decisive competitive edge for you. |
| Shubham Agarwal : | Yeah, I think that will be very helpful. |
| Suni Davis : | For any organization for any organization, if market is the constraint in this supply demand game, if you have a mechanism which guarantees demand generation, then definitely you have what we call as a competitive edge, because demand generation is guaranteed as compared to the competition you have a competitive edge. Now, the point is what makes this really decisive. And this is where I make a statement, if the mechanism is not easily replicable for the competition, then it becomes decisive for the company to reap the benefit for time to come till the competition catches up. Now, if we understand decisive competitive edge. Now let’s look at retailer loyalty program. A typical retailer loyalty program ensures your products presence at the retailer, but it doesn’t guarantee a demand generation. |
| Suni Davis : | As compared to that an influencer loyalty program. If it is applicable, it fits the definition of DCE to a ”T”. Just imagine having army of influencers say lakhs of influencers, who lives and swears by a brand and ensures demand generation growing exponentially. That becomes truly a hallmark of DCE. |
| Shubham Agarwal : | No, in fact, in the last episode, also you said you know lives and swears by the brand which is still stuck in my mind. |
| Suni Davis : | That’s true. |
| Shubham Agarwal : | But before we go there, I would ask you, what does this decisive competitive edge mean? I mean, an example, in the real world a company or a brand which has a decisive competitive edge because of something that they do differently from their industry. |
| Suni Davis : | See if look at it, I’ll give you the example of airlines. So years back, when everyone was trying to woo the customers, there came a new comer in the industry, Indigo airlines, they came up with something called as you know, Every time On time, so they just made you know, one point which was the kind of like, you know, their mantra, which was like, we guarantee you on time, and that kind of like caught on that became for that organization, what I call as a decisive competitive edge, while there were airlines trying to woo you with the air hostess, with the food they serve. With the benefits they give. There comes an airline which says we don’t care for your benefits, we make you stand we make you clean the plane, but we guarantee you on time reaching the place without fail on time every time. So, that was kind of like a DCE for that industry or for that airlines itself. When every action they did was built towards their DCE. So every company with tries to make one feature either is a product or it’s a you can you can call it a service which becomes so strong as compared to the competition that the competition finds it difficult and it addresses a significant need of the consumer then it becomes what is called as a DCE. |
| Suni Davis : | Okay, yeah, I think it’s much more clear now, all right. So, coming to my point which I which I left having a guaranteed demand you know generated through a loyalist who lives and swears by the brand. This can really be the elixir of success for any organization right. So I get the DCE element. But tell me if it’s so obvious, why it is not every company run behind an influencer loyalty program. |
| Suni Davis : | If you ask me every company in a way or the other tries to implement a influencer loyalty program. If you look at it, the fmcg companies see when a brand says a brand trying to sell toothpaste trying to showcase it’s product is number one brand recommended by dentist, dentists in this case is seen as a recommending influencer or a campaign where a mother’s trust is the focus the mother’s trust is like an influencing factor or a pharma company for that matter asking for recommendations from Doctor. Well, it’s there all around you. So, this is kind of like you know being tried in different proportions. |
| Shubham Agarwal : | Okay. Could we could we share some you know, instances where vector has recommended the influencer loyalty program as a DCE. |
| Suni Davis : | Okay. In fact, if you look at it, Vector does a simple game for vector It is like for any client, if the demand constraint can be exploited through using influencer then an influencer loyalty program comes in play. So, the whole idea is clients like Pidilite where we have the fevicol, champions club plans like century ply where we have a century pro club, these are areas where there is an influencer and that influencer program becomes the DCE . So, there are cases which we have implemented and we can look at many more which are there on the Vector’s website as well. |
| Shubham Agarwal : | Okay, okay. Could you elaborate on the so called boundary conditions that you said you know of the business. |
| Suni Davis : | See, basically for any ILP program, there is always a boundary condition which you know, kind of like defines whether the company can go for it. The first boundary condition is for the business, there has to be a decision making influencer typically in an environment where there are trade specialists. For example, as I gave maybe like you know, mechanics for automobile servicing, contractors, carpenters for furniture work, masons, engineers for construction work electricians for electrical contracts. See, these are like trade specialists, who are there to make the buying decision or influence the buying decision. |
| Shubham Agarwal : | Yeah |
| Suni Davis : | So, the first necessary condition the necessary boundary condition is an ILP is applicable if you have a decision making influencer, they’re like equivalent to doctors in their respective trade. So, if it satisfies the boundary condition then we have a case for ILP to be used in that environment, I hope the point comes out. |
| Suni Davis : | Yeah, but |
| Shubham Agarwal : | Haha here comes your but come on carry on. |
| Suni Davis : | Haha no this is this is a serious doubt this is a serious concern that I have suppose the necessary condition of a trade specialist is fulfilled for Environment Is that sufficient to go for an ILP type of a program? |
| Suni Davis : | No, there are certain sufficiency conditions also, see a trade specialist existing by itself is not a sufficiency it is unnecessary, but sufficiency is like is the trade specialists really doing the influence or is just one of the variable, is the trade specialist the guy who does the maximum influence or he is just one more variable also at what timing of the buying does the trade specialist come in? That is where you know, Okay, one more point comes into the picture, is the environment favorable for a trade specialist to give a recommendation of a specific brand? In some cases, it is not so. So these sufficiently conditions also needs to be fulfilled for an ILP program to be valid for an environment. |
| Shubham Agarwal : | Okay, could we look at an example Sunil? Is that? Is that possible? |
| Suni Davis : | Yeah, for example, I’ll just give you a simple case, we were working for a pipes and fittings company. So for that company, when we tried to analyze we thought plumber will be a good trade specialist in that field. And it is so see, you always use a plumber for any pipe or fittings. So if you have to change your pipes in the bathroom, you’ll use a plumber, right? |
| Shubham Agarwal : | Correct Correct |
| Suni Davis : | But what he realized is the client that is the end client is actually not bothered and is completely brand agnostic. And the plumber who goes to pick up the material from a shop actually asked for the complete set he needs. He is also having a brand recall, but he is not really a brand conscious guy in that sense. Here in this environment, we found the trade specialists exist, but he’s not kind of like you know, the influencer in majority of the decisions, the retailer plays a higher level of influence. And sometimes it’s the basket of product which is brought where the customer himself walks in. And there is a kind of negotiation and a deal for the entire basket. So you know, in certain environments, depending upon the level of influence, a trade specialists may come in, and a trade specialist may play the role. So that becomes very important to understand the environment and see whether a trade specialist really works, kind of so that we can say the ILP is valid in that environment. |
| Shubham Agarwal : | I really like the example because you’re right, I was just analyzing because I actually had that work just some time back at my home. And I was thinking about it and he suggested me ki haa aap yeh le aana woh le aana and when I went to the retailer, I got something totally different. |
| Suni Davis : | Okay. |
| Shubham Agarwal : | So for someone as a consultant, you know, the trade specialist would be the influencer, but actually it’s not. So yeah I think I get the point. Okay. So then what makes the conditions favorable for an influencer? |
| Suni Davis : | Well, in any environment, remember one thing a influencer is not going to recommend your brand just because you know, you’re paying him something. See for an influencer to ask if I asked you a question, what is the most significant need for any influencer? What would you say? |
| Shubham Agarwal : | I think the money that he makes from the project or the deal that he undertakes |
| Suni Davis : | That is important Shubham, but look at it this way, when will he make money try to answer this when will influencer make money |
| Shubham Agarwal : | if he gets the project, and that too at a good price. |
| Suni Davis : | That’s right. So, see, bingo if you look at it, unless the influencer is able to win the contract, there is no scope for him to make money. Now, whenever he kind of like tries to win a contract he is trying to win the consumer or rather the customer that whom he is trying to get the project from. Now, unless a brand helps him to give a favorable impression on the customer. He will never ever recommend the brand. So the brand not only has to be kind of like you know be giving him some loyalty benefits, but it has to enhance his chance and enhance his reputation with the customer. So unless it’s a safe bet for him to to enhance his own reputation, he will never be recommending a brand. So, this becomes one of the most necessary condition for a trade specialist or an influencer to actually recommend and see that as a rewarding experience for him. |
| Shubham Agarwal : | Right. So, influencers loyalty means whether the brand is giving enough reward to the influencer? Is that what you imply? |
| Suni Davis : | See, this is one of the most misunderstood concept where the company tries to implement an influencer loyalty program, just focusing on the monetary reward part of it. Actually, if you ask me the monetary reward, yes, it is important, but it’s a gamble, it may click it may not click. And that’s the reason why the majority of the ILp program sees a failure, because businesses stop by looking at you know, either it is very costly, or it looks like you know, it is too much of a hassle to pursue the program. The result is a wasted opportunity. So, yes, reward of an influencer is important, but the monetary aspect of reward is not the deciding factor. |
| Shubham Agarwal : | Right, right, because that’s what I was thinking if all the necessary conditions are met, and say the conditions are favorable for a trade specialist, then how come not all the players say, you know, even the top three or four players have a specific product go for the ILP program? |
| Suni Davis : | See, actually Shubham, this has been a question with many of my you know, you can call it many of my future clients keep asking me, are hum ye program karte hai and suppose I do the program with you? What is it doesn’t become decisive in their mind, you know, they see like, you know, decisive kaise hoga. So I keep telling this, see, look at it, the failures are much more publicized and much more known. And the reason for this is, you know, the entire journey, one undertakes on the loyalty program, and the success is seen for a competition, or the next player of that specific product, he feels like you know, it is too daunting to undertake the journey in the first place. And it seems as if the client is so far ahead, Boss, I cannot, I can never catch up. So he never undertakes the journey. So in spite of like, you know, having the success stories printed, hardly you have people, you know, try to chase it. One, it looks very costly for some people, some people find it too daunting. And at the end of the day, it becomes decisive for the client who has adopted the journey. So that’s how it is yaar. Yeah, so I keep telling this ILP is not for the weak hearted or the fickle minded. |
| Shubham Agarwal : | But I’m sure your clients are quite strong hearted. So you’ll have to tell us the inside story, how does one decide on ILP as the way ahead then. |
| Suni Davis : | Okay see as I said, once the boundary conditions are valid for an ILP, one thing important is it is one of the tactics which you are trying to get the demand generation done, right. So first and foremost, it is very important that you try to invalidate whether any other tactic is more powerful than ILP. So for a client, if he has to start the ILP journey, he has to first what I call it, brew ILP through an invalidation test, only if there is no other tactic at that point of time known which is which is kind of like you know, which can be more powerful than then ILP if you don’t have any such tactic, then you have to kind of like, you know, start the journey of ILP with a clear clear mandate that every action of the company will subordinate to make, and you know, nurture and grow this program. So finally in a filmy way, I will say ek baar jo maine commitment kardi to fir mai khud ki bhi nahi sunta, if you have that spirit, and then you use the invalidation test, then go for ILP. So this is the way it can start in an organization. |
| Shubham Agarwal : | So your first poke holes as much as you can, and then try to come up to a point where you can actually make that commitment to yourself, that will work. Right? |
| Suni Davis : | That’s true. |
| Shubham Agarwal : | Okay, yeah. So now I understand why, you know, ILP is decisive, and not too easy for anyone to just copy because you know poking holes while looks easy, might not be so and okay so also are you trying to canvas that unless we have Vector consulting as one of the consultants one can possibly not get a successful ILP program on ground? |
| Suni Davis : | Well I would love to think that way because we do have 100% strike rate for success. So that is i mean okay fine. I mean, I do say this very often, see it’s all about the way you design the way you decide and test the boundary conditions and have that by in, you are dedicated to pursue this goal. So that is something which we do very, very, very strongly. So maybe in a way you can say so. |
| Shubham Agarwal : | Okay, okay, but okay. On a more serious note, once decided to go for the ILP, then the amount of reward does make a difference is what I would think, you know, because whatever you give to that influencer will make a lot of difference. So do you feel the budget for ILP is an important factor as well in the success of the program? |
| Suni Davis : | Actually no Shubham, maybe it’s, I mean, it’s not a cliche, but ILP pays for itself. Is a statement, which I often make, see, once the program kicks in the demand generation, if it is on an auto cruise mode, and the pricing control is with the company, then that you know, is a very, I mean, it’s a great phenomena to be or great space to be in. The rewards to be in sync, I mean, the rewards which are given have to be in sync with the market expectations, I’m not trying to belittle that, but look at it, the corporates spend crazy amount I will say insane amount in promotions, ATLs making those trips to Thailand and Switzerland. Well in comparison to that, a program an ILP program which guarantees you a loyalist demand generator for life and a loyalist who is kind of like ready to swear by your brand, the budget is never a constraint the reward is in sync with the market and budget as such i say is never a constraint and the pricing control makes the budget actually a non relevant point. Because you know, you can recover you can recover with whatever is the right reward or award to be given. |
| Suni Davis : | Interesting I think I’m starting to relate with you a little more. As a part of my study the interactions that I had with the various influencers in the implementations you know, be it the mechanic loyalty program at fleet guard filter, tata motors, Ashok Leyland and many more or for that matter, the carpenter or contractors loyalty program, like you said, you know, the fevicol champions club. |
| Suni Davis : | Yeah the FCC program, the fevicol champions club right |
| Suni Davis : | Yeah or the century pro club, I did see the influencers vouch for the brand and seldom it had to do with the monetary gift, I think they never really spoke about the monetary gift. |
| Shubham Agarwal : | So if you have gone through the study, I would like to hear your verdict then. |
| Shubham Agarwal : | No, I agree the the loyalty surely exists. And in fact, when I when I go for different studies, they take names of these companies and these brands without knowing that I am the same company who implemented that program there you know, and that is a big big verdict in itself. So, yeah, so, varying degrees and various environments could be one thing, but one common threat the association is definitely beyond the monetary reward, I think. |
| Suni Davis : | See Shubham if you look at it and understand this concept, how to make an ILP successful the construct of the program, the basic construct of the program, which is like you know, the points which you gain by using the product, which will never expire, there is a direct connect with the company, there are associations you know, like, you know, higher the higher the usage, you become part of a Gold Platinum club, there is a dream gift concept, there is an all inclusive program, wherein like, you know, the bigger the smaller influences aspirations are met in this all these factors which define the program, they I call them as the, you know, hygiene aspect of the program. |
| Shubham Agarwal : | Right |
| Suni Davis : | This is where that monetary reward and award really comes in. But if you ask me, What is the secret sauce for the success of ILP, the reality is the association, which is a true partnership, for the socio economic growth and recognition of the entire influencer community. If the program is able to drive this, mind you, that brings in the success, so monetary rewards is one aspect. It is like, you know, mass loss first two layers, but the real, real real success is, if the program is able to take it much beyond that. So that is where I recognize, you know, ILP as not a monetary reward system, but a powerful tool to engage and develop a partnership. |
| Shubham Agarwal : | Right, on a lighter note, Sunil, and this is something that I, you know, get in a call with all of my friends who are in different jobs. And when I say, you know, when I tell them that, you know, we actually implement these systems, I’ll just repeat the sentence that you, you know just spoke a couple of words from that a true partnership for socio economic growth, it actually makes sense in the books but we implement that is is a is actually a reality for you know, people outside, it comes across as like are ye idealistic baatein kaun karta hai. But we actually implement that and that’s really, really is the a thing. |
| Suni Davis : | Infact you can showcase them yaar you can showcase them you can make them see the actual implementations in flesh and blood. |
| Shubham Agarwal : | So, Sunil, what are the typical non monetary rewards that are a part of the design |
| Suni Davis : | it depends on the environment. Typically, what I generally say a company if it is implementing, you know, this ILP like program, it has to take care of three dimensions covered for the influencer, see one dimension is on the professional business front. On the professional business front, definitely there has to be a value added service which strengthens the partnership. Just to give you an example, in century ply, the contractor who is part of the program, he can give his consumer an e-warranty certificate, which is kind of like you know, what we call it as 25 saal man ki shanti. There is a QR code on every product once it is scanned the consumer in 25 years, if he has any problem with the product, he just needs to call the helpline, the helpline recognizes him we know which batch of product went into his furniture went into his house and if he has any complaint within a 24 hours turnaround time a 24 hour stat, the problem is resolved. |
| Shubham Agarwal : | WOW |
| Suni Davis : | Now, for an influencer, this kind of value add service being given to his consumer with the association of century ply or with the association of the brand is kind of like what I call it as the dimension which is giving him a benefit on the professional business front. There are other examples like you know, the influencer gets a digital presence on the company’s website, the influencer can also get what we call as a business card or you know, a business card which states that he is an empanelled influencer certified for quality. So, all this which are kind of like on the business front which enhances the reputation as I say and enhances the association is one dimension, which is kind of like you know, necessary part of the non monetary thing, the second dimension is on the personal front. Now, this is where I say the the brand or the company has to ensure that it helps the influencer to upgrade his knowledge regarding product regarding tools and tackles regarding training to his team. So, these are benefits on the personal front. So, the second dimension also is part of the association and third dimension and arguably what I call is as the most important one is a social recognition kind of it’s like an emotional connect with the family. And this is where I say there is no limit how to enhance this. See i have witnessed the joy and pride one experiences by giving back to the society. Be it a blood donation camp, doctor on call facility, health insurance for that matter during the COVID lockdown there was a COVID cash support given which was given to the entire team of the contractor’s team members or for that matter, the masons and engineers in a building construction work. So there are kind of like you know, social recognitions and emotional connect which can be done with the family. Now, this is the third dimension. And if all the three dimensions are worked upon, they really become a big package, which are like, you know, beyond that monetary monetary considerations, these are all part of one package you are saying. |
| Shubham Agarwal : | Haha that’s hell of a lot. |
| Suni Davis : | Absolutely and this is what it makes it like what I call it as MasterCard priceless. |
| Shubham Agarwal : | Yeah, that’s, that’s like an elite club to be joined because you know there is a lot to be delivered. |
| Suni Davis : | Actually if you look at it Shubham, i mean this is really what defines a good ILP program. The person associated is no longer associated for the monetary part of it. He is proud to be like, you know, part of a family. |
| Shubham Agarwal : | Okay that’s so that’s beautiful Sunil I really love this entire package. Any particular incidents that comes to your mind while we talk about this |
| Suni Davis : | Yeah, many many such incidents yaar one of the infact when you talked about it. I remember you know, one of the one of our clients, it was actually the daughter of a mechanic automobile mechanic who just told us this she said, you know, the brand takes care of her father’s health by ensuring that, you know, he gets a reminder of the tetanus injection and the brand has made her responsible to ensure that the annual blood tests and health checkup for her father is done without fail. And she maintains a calendar where she ticks it and she gets a reminder from the company that you know, ensure that your father’s checkup he doesn’t miss. This is kind of like, you know, an absolute connect which is like, you know, wonderful to so to say. |
| Shubham Agarwal : | So that’s, that’s really lovely. Yeah. |
| Suni Davis : | In fact, you know, if you look at it, the ILP program kind of binds the community of influencers who typically come together and as in many of my programs, were in like, you know, during sickness or if there is a marriage in a family a daughter getting married, everyone comes together and the company is like you know one of the members who contributes in the cause. So, it becomes kind of like you know, a community service or it can becomes a community moment. In fact, there is a concept called as Shramadan in one of my clients, where they work for a municipality hospital or a municipality school, and, you know, the entire community, his photo comes in the local newspaper, the company ensures all this. So this element of like, you know, coming together working together, I have many such incidents and in fact, one funny incident I’ll relate, it was regarding a client who was like, you know, studying for getting vector on board. So, they said boss this influencer loyalty program sounds good, but allow us to interview one or two of your influencers. So, this was like a strange request. So he said okay, you can go ahead, no one is stopping you India is a free country. So, you have a right to go and talk to anybody. So, there is a senior GSM of the company went and met one of our influencers from other program and he kind of like listen and he was so impressed. So he finally said to the guy, Apko pata hai hum bhi soch rahe hai ki ILP implement kare and the guy to his shock looks at him and says aapse na ho payega sir. Yeh jo program hai na isme apko judna chahiye hamare sath. Yeh program itna strong hai ki company hamare liye khoon deti hai agar unhe dikha hamare ghar me koi zarurat hai to hamare liye ake khada hoti hai aap nahi kar paoge chhod do sir. |
| Shubham Agarwal : | So this was the kind of association you know that gets built over a period of time the strength of this association imagine the kind of you know, confidence which one gets if one sees this kind of association |
| Suni Davis : | This is this is just wonderful i mean Wow. I don’t know why all the other corporates are not doing it already. But again, doesn’t all corporate understand this and it’s natural to work towards this kind of connect. Still successes are a few and elusive. Right? What really are the obstacles that one faces to make ILP successful? |
| Suni Davis : | Well, I will say this idea that one formula fits all it doesn’t really work, you just can’t copy paste this formula, see all corporates understand what you say is right. But it’s very interesting, if you look at it, there are success stories of ILP and forget any competition trying to copy the same, I have two clients, where a different business line for the same client, they have not been able to replicate the success story with the same client has actually you know, done dealt and dusted. |
| Shubham Agarwal : | So, my question was not wrong. The question that i asked if you want vector not is not wrong. Yeah, please go on |
| Suni Davis : | So if you look at it. Now, the only obstacle in such cases na is actually the obstacles in your mind if you ask me number one. |
| Shubham Agarwal : | Okay |
| Suni Davis : | Number two, this element, which which I call it as the biggest obstacle is basically when you go for an ILP journey, the tactic decided one has to be very clear this is the focus for the company. And if it is a focus point, then whatever corrective actions is required to build this program should be done without any compromise, typically, in organizations, and I call it a policy constraint, where different teams different members are all chasing a probable growth in their own style, own way, no one remains focused on this one action. And sometimes they try to justify by saying, Thik hai ap yeh kar rahe ho na karte raho, we can’t have all eggs in one basket. This doesn’t work, this doesn’t work. So I feel one of the reasons why you know, the successes or rather the failures are there is for the simple business of not subordinating to the tactic decided as the focus area. So this may be the reason why non Vector clients find it difficult to actually implement. |
| Shubham Agarwal : | So, Sunil wherever Vector goes and implement the solutions, I’m sure these policy constraints and things like these, these are normal for every organization, right? So how do you overcome this obstacle? To be honest, I’m still trying to perfect this science. So not that we are not faced difficulty, yes, we do face difficulty. But if you ask me it is more than ILP. It’s about the execution. So when it comes to execution, execution is not as simple as you know, I have a plan and I just go and execute it. The transition journey, see when it’s a business transformation that we are talking about the transition journey as to ensure that there are no huge downward trend in sales. And at the same time, the pilot which is done to prove the proof of concept, when it has to be delivered, the pilot should have quick gains. And that should bring a strong and that should kind of like, you know, build a strong consensus across the organization departments hierarchy, and if this momentum and buy-in is built and the successes seen, then it creates a kind of like, you know, a mass movement, I call it a momentum where then it’s a cakewalk. So this is the key, this is the key, like, you know, get the execution get the transition journey without a downward sales trend and a quick gain, which will build an kind of like consensus. And then yes, then the execution is where the game lies. |
| Suni Davis : | Right. So it’s finally it finally comes down to the implementation or the execution of the program. |
| Shubham Agarwal : | Right, right. |
| Shubham Agarwal : | Okay. So can I ask you what is next after the ILP, you know, I’m sure some of your old implementations 10-15 year old implementations, the next leap has to be taken and must have been taken. Right, or probably is being planned, if I may say, so |
| Suni Davis : | Okay so you have got enough of ILP right? |
| Shubham Agarwal : | Yeah, I mean, okay. I agree. I understand implementation is the key. |
| Suni Davis : | Oh no so Shubham see for me, the the entire concept of ILP has always been evolving. If I look back, and over the years, the journey has been amazing. You asked me what is the next leap? Well, honestly, I don’t know. I believe the way it is evolving, I’m happy to learn as it does, and the kind of benefits is giving Yes, I mean, it is a growing science. And definitely It is there for customers or clients who can really implement if it is valid boundary condition. And Yep Changes progresses do keep coming. Coincidentally, just yesterday, MD of our current client, he asked me a simple question. Do you think they influencer loyalty can be integrated with the end customer loyalty? Who knows. This can be the next leap or the next evolution? God knows lets see. |
| Shubham Agarwal : | Are nahi common I think you should stop here. Or else I’ll I’ll have to say bas kar pagle rulayega kya. Just kidding. |
| Suni Davis : | No so i mean, I would truly like to see this way it’s evolving na it has really been amazing. And influencer loyalty program does hold a promise of building what I call as the decisive competitive edge. And the versions or you can say the flavors which are kind of coming in, are really worth watching this space. |
| Suni Davis : | Right. All right. So it was quite insightful. To have this discussion Sunil, very eye opening for me as well. And I’m sure a lot of our listeners would love to go through these success stories, which they can refer to on our website. I’ve shared the links in the details. And for any comments, any feedback, any queries, any advice, if you may have or if you have seen any success stories around you, please feel free to reach out to us through our social media handles. |
| Shubham Agarwal : | Any closing comments from you Sunil. |
| Suni Davis : | No Shubham it was good to have this discussion and I would definitely like to address any feedback, any comments, any queries, they can always reach us and I would like to assure We are here to learn and we are here to kind of like, you know, support this initiative. So any feedback is always welcome. |
| Shubham Agarwal : | All right. Thanks a lot Sunil. Thank you for the Thank you for taking out time from your busy schedule. |
| Suni Davis : | Thankyou Shubham thanks a lot. |
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Vector Management Consulting Pvt. Ltd.
10th floor, Thane One, DIL Complex,
Ghodbunder Road, Majiwada,
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Vector Management Consulting Pvt. Ltd.
10th floor, Thane One, DIL Complex,
Ghodbunder Road, Majiwada,
Thane (West), Maharashtra - 400610, India.