2018

Customer Loyalty: Why 'Below the Line' Matters

“So, why do so many loyalty programs fail?” This is the question I receive regularly while accompanying our business development team in board rooms across the country. The answer is not easy, and often involves a response that begins, “it depends…” However, one universal truth has emerged in recent years - loyalty programs that underutilize below the line tactics are destined to underdeliver.

2018

2018

How Customer Data and Engagement Platforms Give Marketers the Magic Touch

It's an exciting time in the Marketing Technology industry. The competition is fierce; the marketing programs are sophisticated; and the technology to solve business and technical challenges are ever-changing. Customers’ expectations are higher than ever and demand more relevant interactions. Marketers need to drive sales and keep their customers engaged. Solution Providers need to constantly innovate to deliver those relevant experiences to help drive sales.

2018

Back To The Future: The Role Old School Engagement Will Play in Next-Gen Loyalty

This week we celebrate two landmark anniversaries. The blockbuster hit Back to the Future was released just 33 years ago on July 3, 1985. Amazon was founded almost exactly 9 years later, on July 5, 1994, as a small business selling books, starting out of Bezos's garage. Looking back on these humble beginnings that grew into cultural phenomenons got me thinking about what it means to build true loyalty. Were customers loyal to brands in the early days of the internet? Wait a minute Doc, how was customer loyalty created before that? Is it even possible to create true loyalty in today’s digitally-filtered world?

2018

Getting Your Staff to Champion Your Loyalty Program

The percentage of transactions that are tied to specific loyalty members vary across companies but are often much lower than most companies desire. In the battle to drive loyalty and identify every transaction, every stone must be overturned. A variety of factors can impact the effectiveness of your program. Are the benefits of my program clear? Do we provide enough incentive for the customer to change behavior? Are we communicating and reminding customers about the program enough? Or perhaps too much? Is our content, gamification, and messaging both engaging and interesting?