Early on in January of this year, Delta sent me an offer that I could not refuse. “Would you like to fast track to Delta Gold Medallion Status?” Hell yes. It seemed like a simple enough ask. Get a trial Gold Medallion membership for three months. The caveat? Fly with us three times in three months and enjoy Gold Medallion status for a full year.
Having the same cable/internet provider for well over a decade, I openly admit that my expectations from this company are to 1) know me and recognize that I’m a loyal customer, 2) make it easy to do business with them, and 3) have positive experiences through interactions.
As 2016 wraps up, we want to close out by collecting our forward view for 2017 for consideration, as we feel the year will only bring greater emphasis to the marketing and business shift to customer centricity and customer marketing as a priority business strategy.
Over the past six months, we’ve been revisiting some of the more prophetic
opinions with respect to the new relationship marketing.
Is it possible for something to be a throwback and a prediction? If it is, today’s #rDtbt fits perfectly. A year ago, we wrote about how personalized marketing is so much more than transactional data and today we feel brands are set up to do some really transformative things in regards to personalized marketing. With that in mind, enjoy today’s #rDtbt, because the future is right around the corner.
Having worked in the hospitality industry over the last 10 years, I’ve been lucky to have stayed in some wonderful hotels − from Ritz Carlton to Four Seasons to Kimpton. As expected, the level of service at each of these hotels has been great – some more extraordinary than others – but, there’s one thing that rings true across each experience: the connection with the on-site team and, ultimately my connection with the brand, ends once I leave the property.
Last week, Apple made an interesting acquisition of a Seattle-based artificial intelligence (AI) start-up called Turi for around $200M. And like me, you probably said “Great, Apple is always on the forefront of new technologies”. But, for me, this is less about the acquisition and more about hope in solving a constantly frustrating experience that I have with Apple. It’s not about the products as I currently own 15 different Apple products. My frustration is that Apple is abysmal at customer marketing. I constantly get marketing touches from Apple that are frankly insulting as I feel like Apple is just saying “Hey Guy!”
I was in a cosmetics retail store recently when I heard the cashier ask a customer to provide her customer loyalty data.
Have you ever connected with a brand? How has their evolution of relationship marketing (to you) changed for the better or worse?
Volkswagen admitted to installing softwareto produce false emissions results and now they face customer loyalty in crisis.
In loyalty and relationship marketing, good executions come down to proper marketing segmentation. And this isn't so easy.
You’ve labeled me as "loyal" but I’m not nearly as loyal as I could be. Building customer loyalty is something you must commit to in this era.
Rewarding customers for purchasing and non-purchasing activities should be part of a larger relationship marketing strategy.
Recently we had a discussion with Loyalty360 on the state of loyalty and
customer experience. Check out the thought leadership video.
The benefits of customer loyalty marketing has moved to the forefront over the past few years. However, there is still enormous upside…
Our needs as consumers change and evolve. Creating customer loyalty as marketers needs to evole right with them.
The 2014 CRMC was abuzz with effective loyalty programs (not to mention the ineffective ones). It is the future.
What we really need is customer loyalty marketing that will make us relevant to today’s consumers.
Content, content, content. Everyone's talking about content like it's new. Relevant content on the other hand, isn't new, but not often used.
We all struggle with relationships, so it’s no wonder that brands struggle with the whole relationship marketing concept.