The news and trends affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- Are You on the A-List at Chick-fil-A? Did You Even Know There Was One?
- Charter's buyout of Time Warner may be one mega-merger that's actually good for consumers
- Five Lessons Customer Engagement Pros Can Learn from Tesla's Ridiculous Success
- Chipotle Just Announced A New Plan To Give You More Free Burritos
- Customer Loyalty In Today's Modern Retail World
Are You on the A-List at Chick-fil-A? Did You Even Know There Was One? (Colloquy)
Apparently Chik-Fil-A has been running a invitation-at-manager's-discretion-only loyalty program. The A-List is designed to give special rewards to elite customers, who are selected on a local basis.
My take: this program is great because it forces on-site staff to pay attention to individuals. Who comes in frequently? Who spends the most? Who always brings friends?
When a manager hands over the invitation, it probably feels pretty good to the customer. As joining a loyalty program should feel. And smart managers should be paying close, personal attention to their customer base.
Yes, the risk is there of alienating customers who feel like they're A-List worthy. And they'll have an argument based simply on the lack of clear criteria. The onus is on the staff to identify these people.
This Colloquy link is actually a recap of a RetailWire article, and like most RetailWire articles, the best stuff is in the comments.
Charter's buyout of Time Warner may be one mega-merger that's actually good for consumers (LA Times)
How and where people consume content is important information. This $71 billion merger is hugely significant because it will impact your audience in one way or another. For example:
Put another way, purchasing Time Warner Cable (and Bright House, a smaller cable and broadband provider) would put Charter in position to act as a gatekeeper to about one-sixth of U.S. pay-TV customers, and about one-fifth of broadband customers -- one-fourth if you consider only those homes whose connections are at least 25 Mbps.
Five Lessons Customer Engagement Pros Can Learn from Tesla's Ridiculous Success (The Access Loyalty Blog)
400k people dropping $1000 just to have the option to buy a car that hasn't even been created yet. You probably don't have the jaw dropping technology that Tesla does, but you can take advantage of some of the same traits for your own business. Main thing is to not forget that this didn't happen overnight - Tesla built to this point over 13 years. You've got time.
Chipotle Just Announced A New Plan To Give You More Free Burritos (Elite Daily)
$26 million. That's what recent E. coli outbreaks have cost Chipotle, a company that built itself around healthy, responsible food choices. Giving away free burritos to the general public didn't do much for them, so what now? They wisely turn to their most devoted customers with a rewards scheme. The details haven't been revealed, but it won't hurt them a bit to find a way to reward the people who have remained loyal throughout the bad business.
Loyalty Statistics: The Ultimate Collection (The Access Loyalty Blog)