Apple, one of the world’s most valuable brands and companies, warned of a revenue shortfall in the wake of the holiday 2018 season. This leader among innovators, the legacy of Steve Jobs, demonstrated that a great brand and great products – without a true customer focus – are not enough.
Amidst the myriad forecasts for the coming year, we are betting that astute marketers will come to recognize the most important opportunity in 2019: customers.
We frequently talk about the strategy and tactics involved with getting closer to your customers, but we’ve also learned that the process and the benefits of customer relationship marketing are not so easily separated. If for no other reason, we say this because getting buy-in from leadership is often the first step in determining whether the strategy will ultimately be successful in the end.
Customer satisfaction is passé. So is customer delight. Both have been eclipsed by what Amazon’s Jeff Bezos calls “customer obsession.” At Amazon, every effort is centered on providing the best possible experience for the customer—delivering on their needs and being worthy of their trust.
The pending landfall of a major hurricane is revealing in terms of relevance, personalization and loyalty marketing.
Relevance is the backbone of any successful B2B marketing campaign. It can mean the difference between your prospects and customers feeling that you’re constantly and generically selling to them, or that you’re building a valuable relationship with them by truly paying attention to who they are and what they and their business need.
When Chick-fil-A launched its loyalty program in 2016 I was thrilled to see them take such a smart approach. Instead of following everyone else and offering a standard issue points-based spend-and-get program, they built a program that led with convenience and time savings. It delivered rewards according to customer value but didn’t overcomplicate the customer experience by burdening the customer with a points balance to track.
In this episode of Lodging Leaders, Phil Rubin discusses the evolution of loyalty programs, what makes hospitality loyalty programs unique, and how to reach guests on an emotional level.
Beyond leadership, we see the most success when marketing includes sales for input and feedback from the beginning of the planning process.
Good news! Chick-fil-A fanatics will soon be able to get a taste of the popular antibiotic-free chicken at home every day of the week. Yes, even Sundays. But, only if they are willing to prepare the meal themselves.
Loyalty is becoming less about the transaction and more about the experience. Check out what rDialogue's Phil Rubin had to say about the evolution of guest loyalty and what brands need to know in order to take action.
Amazon Prime customers pay a premium to receive better customer experience. What can luxury retailers learn from Amazon and from Prime Day?
In November 2017, we released the first wave of our proprietary research on Loyalty 3.0, “Changing Consumer Expectations” which revealed how the changing dynamic between brands and customers is impacting brand loyalty. Our latest rDialogue research continues to validate the concept of “Loyalty 3.0” as well as the continuing effect of Amazon, which we call “Amazonification”. This recent study, fielded in late early Q2 2018, shows that leading brands are taking a cue from Amazon and beginning to broaden their value propositions beyond the traditional transactional offerings, like free product, discounts, and rewards.
We’ve examined three ways in which brands are being more respectful of consumers’ time, and in doing so, strengthening their relationship with consumers. These three ways are: actual time savings, convenience, and frictionless experiences. It should be said, though, that these three categories have a lot of overlap. For our final dive, let’s discuss frictionless experiences.
We’ve examined three ways in which brands are being more respectful of consumers’ time, and in doing so, strengthening their relationship with consumers. These three ways are: actual time savings, convenience, and frictionless experiences. It should be said, though, that these three categories have a lot of overlap. For our second dive, let’s take a look at convenience.
We’ve examined three ways in which brands are being more respectful of consumers’ time, and in doing so, strengthening their relationship with consumers. These three ways are: actual time savings, convenience, and frictionless experiences. It should be said, though, that these three categories have a lot of overlap. To start us out, let’s take a look at actual time savings.
Having recently been in Seattle I had the occasion to visit the first Amazon Go store to check out the Amazon Go experience for myself. As you might expect, Amazon Go scores a hat trick on these three time-related value drivers.
Over the past few years, brands have been trying to find new ways to compete with and stay ahead of Amazon. Recently, Walmart has looked to BOPIS (Buy-Online-Pickup-In-Store) as a means to differentiate itself in the industry and to bring customers into their stores. But does the experience actually work? Is it convenient? Frictionless? Most importantly, does it save time? To find out, we went and tested Walmart BOPIS ourselves.
Amazon’s impact defines the idea of relativity, at least in terms of customer experience. Nearly every other brand customer experience can be measured in terms of how well it compares to what Amazon does. What can a CMO smart enough to be focused on the customer learn from this success that will make your brand(s) more relevant and your customers more loyal?
Last week Amazon released Jeff Bezos’ letter to shareholders and for the first time announced the size of its Prime membership: 100 Million. That’s right, 100 Million customers who contribute nearly $10 Billion annually to Amazon solely in membership fees.