Born and raised in Atlanta, I’ve been a home team sports fan my entire life – Braves, Hawks, Falcons, even the new professional soccer team, Atlanta United. This year, our city is getting a state-of-the-art stadium for the Braves in SunTrust Park, an equally innovative new home for the Falcons and Atlanta United in Mercedes-Benz Stadium, and a newly renovated Phillips Arena for the Hawks. Talk about resetting an Atlanta sports fan's expectation!
We love it when research reinforces what we’ve been saying all along: it’s not enough for customers to be loyal to brands; brands must be loyal to customers.
A recent study by Wunderman contends that there is a new measurement for customer engagement called “wantedness”, or as they define it, “the degree to which a brand provides their commitment to earning a customer’s business across every touch point and throughout the entire path to purchase.”
President Trump is having a significant impact on brand loyalty. Consider what we are seeing with Nike versus Under Armour. Uber versus Lyft. Nordstrom versus @realDonaldTrump (and @POTUS!). CEOs are declaring their support for, or opposition to, President Trump and his policies. In our always on, tweet-of-the-moment world, we are seeing brands and their leaders pick sides.
During our recent DMA webinar, we polled the audience to get their reactions to the evolution of IoT and its impact on marketers. See the resulting infographic here.
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.
The year is off to a furious start and if the first week is any indication, we are going to be in for quite a ride. It sounds cliché but this year feels different, for all kinds of reasons. Yet it already feels as though it is validating many things we’ve been thinking, working towards and expecting from the market.
There is no shortage of challenges for those in the media business, who struggle to retain both readers and advertisers. From a loyalty marketing lens, it’s noteworthy when a newcomer not only has a proven track record but also an antidote.
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.
IoT is disrupting all industries, exploding across new facets of behavior and putting customers in the driver’s seat. It has set new customer expectations that most brands are struggling to meet. Today’s CRM efforts must harness the power of IoT to deliver unmatched customer engagement and experience.
Over the past six months, we’ve been revisiting some of the more prophetic
opinions with respect to the new relationship marketing.
Over the last decade, social media has become an integral part of our lives. So much so that it’s effected the way we communicate with brands.
With Black Friday and the holiday shopping season upon us, retailers across the country should be laser focused on customer service in loyalty.
In the past few weeks, much of our work has centered around Loyalty 3.0, where te power of big data would allow brands to listen to customers.
At the foundation of our point of view is the requirement of a deep understanding of customer marketing analytics and the possibilities it holds.
Today, loyalty marketing is at a crossroads. Loyalty marketing is mainstream, with more than 3 billion loyalty program memberships, an average of nearly 30 per household, up from 24 two years ago. Yet, at the same time, there has been a 20% decline in memberships among the global affluent. This audience is disengaging from loyalty programs and it is plainly due to a lack of relevance (to members) and a corresponding lack of differentiation among the offerings.
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.
Relevance is a big part of who we are and what we do; hence our name, Relevant Dialogue. We talk about it all the time; just look at today’s #rDtbt. Though this throwback comes from 2011 and 2013, the idea of relevant content is one that can be found in everything we’ve done from 2006 until now. Happy 10-year anniversary to us.
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.
Quick question: What are NOT drivers of customer loyalty?
Answer: Discounts, rebates, BOGO offers – even free burritos.
These may appear to be effective business strategies to generate and grow sales, but consider these insights before going down that road. Because, in actuality, discounting is death to a brand and, over time, proves that these are not drivers to building customer loyalty.
Welcome back for another rD #tbt. Here at rDialogue we love technology that makes our lives easier and more stylish which is why we love wearables and what they can do for us. Many of us were tracking our mileage and earning fuel points with the Nike Fuel Band when it came out in 2012. Today we’re still managing our lives from our wrists (and we’re really excited for the Apple Watch 2). Take a walk down memory lane with us; and don’t forget to track your steps.