The Customer Engagement Recap - September 4, 2015

By Brandon Carter | Updated on Sep 4, 2015 11:00:00 AM

Customer_Engagement_Recap_-_September_4

Finish off this week with the headlines (and news you may have missed) that will impact consumers in the coming weeks and months.

 

In this week's customer engagement recap:

  • A majority of millennials don’t think they are millennials
  • Tesco is slashing Clubcard points for 2.8million customers - who is affected
  • A Small Experiment that Could Change Your Approach to Customer Loyalty
  • Sam’s Club Wants To Help You Buy A Car
  • How to Build Revenue AND Customer Loyalty Through Upsells

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  • A majority of millennials don’t think they are millennials (Washington Post) 

As much as we'd all like to segment the generations by clear and defined behaviors, it just isn't that clean. As a recent Pew survey shows, Millennials are all over the map, with 8% of them seeing themselves as Boomers. The survey goes on to self-identify the generation as cynical and self-absorbed. Heck, they don't even like the term "Millennials."

 

  • Tesco is slashing Clubcard points for 2.8 million customers - who is affected (The Mirror)

Across the pond, one of the biggest loyalty programs in the world, Tesco, is the latest to be at odds with its members. The program is increasing the spend-per-point - quadrupling the amount, in the case of their Mastercard program. Members aren't thrilled, putting Tesco in company with Sephora others who are battling their own member base.

 

We have a hypothesis: thinking about your customers as "members" will inspire brands to realize that customer loyalty is earned on a regular, if not daily, basis. "Member" implies an ongoing relationship, whereas "customer" is just someone who bought something. 

 

  • Sam’s Club Wants To Help You Buy A Car (Consumerist)

Surprising fact: Costco claims it sold over 400,000 cars to members last year. Sam's is getting in on the action now, partnering with TrueCar. Important distinction for Costco's program, and Sam's' as well - the car purchasing program is a value added member benefit, not a profit center. 

 

Upsell has dirty connotations with customers, mainly because they're often pushed into purchasing them and the products are often useless. It's an experience bad enough to wreck the good vibes that come from the primary purchase. 

It doesn't have to be that way. We outline the principles that can make an upsell a great customer experience.  

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Topics: Customer Engagement, consumer trends

Written by: Brandon Carter

Brandon is a writer and marketer for Access Development. He's a frequent blogger on customer and employee engagement & loyalty, consumer trends, and branding.

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