2017

Build Greater Customer Loyalty Through Non-Transactional Behaviors

While loyalty programs have become a must-have feature of most companies’ acquisition and retention strategy, many of these programs are failing at actually creating loyal customers. According to a recent Accenture report, 71% of respondents said that loyalty programs didn’t make them any more loyal. Punch cards, points for spend, and irrelevant discounts sent to the masses aren’t the best avenue for developing a committed customer base.

2017

2017

Sephora's Customer Experience Wins & Untapped Potential

I have never been a big makeup person. Don’t get me wrong -- I need it and don’t ever go out without it, but I stick to the basics. I am an athlete, so that complicates the attention I choose to give to makeup. The surplus of options and brands Sephora offers is intimidating. Primer, powder, bronzer, and mascara is the combination and extent of the makeup I consistently purchase but unlike most people, I am a true loyalist. For me, Sephora is the best place to go because I know they will always have the brand I love: Laura Mercier. I am loyal to Sephora and buy all of my products at their stores or online. Here’s where I think they are delivering a great customer experience and opportunities for them to turn passive makeup purchasers into frequent shoppers.

2017

How to Prevent and Mitigate Backlash from Loyalty Program Changes

A number of notable brands, including Sephora, Target and Pampers have recently rolled out changes to their loyalty programs. These changes have not been received positively by consumers. Many members of Sephora’s Beauty Insider Rewards Program have threatened to take their business to Sephora competitors like Ulta. Consumers took to Facebook to voice their frustration with Pampers’ new app. One consumer posted, "This new app is a joke right? Pampers really dropped the ball on this one!!!! Epic app launch fail award goes to Pampers!!!!!" These sentiments raise an important question: What can brands do to prevent or mitigate backlash when implementing a loyalty program change members won’t receive favorably?

2017

4 Benefits Executives Can Expect from Having A Single View of the Customer

Whether you call it the “single view”, the “golden record” or the “canonical source of truth”, the idea that you can deliver a better experience to your customers if you have a better holistic sense of who they are, how they’re engaging right now and what they’ve done in the past is passed debate. No one can seriously contest it. The level of effort required, how to get there, and so on are the subject of ongoing and robust discussion. That’s appropriate.