In the realm of software development, agile methodologies have firmly overtaken outdated waterfall techniques for designing, developing, and releasing new software products to the market. Agile software development consists of a set of principles for which requirements and solutions evolve throughout the course of a product’s life. For SaaS based software models, however, a large majority of the work that project managers are involved with are not projects involving brand new products. Many projects involve working within the confines of a system that has already been defined and constructed in some manner. This may include things like data models, business logic, user interfaces, etc. In addition, the date and cost for the project are often times known and fixed up front, at least for the initial target release. There is little room for the natural evolution of a product, which agile development suits so well. So how can agile methodologies be applied to SaaS based project integrations while they have so many inherent constraints upfront?
In today’s ever-changing world, technology is rapidly progressing. Mobile has taken strides from strictly functioning as a means to call or send a text, towards being a bridge to connect customers to brands at all times, across any channel. Customers are getting savvier - they know what they want - and traditional loyalty strategies simply won’t cut it anymore.
I love West Elm. I aspire for my apartment to even slightly resemble a West Elm showroom floor. And so it is with a heavy heart that I tell you the tale of West Elm’s customer engagement gone wrong. This is a cautionary story that begs the question, “Why do bad things happen to good brands (and customers)?” And attempts to answer it.
Building loyalty is paramount for brands looking to distinguish themselves and build a deeper relationship with their customer-base. Customers that feel like a particular brand understands them and their needs are more likely to not only go back to that brand, but bring some friends along too.
The holiday season is nearly upon us, and consumers have wasted little time starting their holiday shopping. 2016 is expected to be record setting for retail holiday sales, with $655.8 billion projected to be spent on gifts and other goodies, leaving brands scrambling to stay in the conversation by targeting consumers in ways that will drive higher sales.