The News, Views, Insights, and Opinions affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- The Evolution of Major U.S. Airline Loyalty Programs Is Complete
- Why You Should Add a Little Sizzle To Your Member Benefits
- The Customer Comes First? No, the Employee Does
- The Crucial Difference Between Customer Acquisition and Customer Retention
- People-Based Marketing Enables Seamless Customer Experiences
The Evolution of Major U.S. Airline Loyalty Programs Is Complete (Skift)
Starbucks isn't the only one moving toward a points-for-dollars model - every major airline has now made the shift as well (moving from actual miles to amount spent). It won't sit well with people like me, who fly just a few times each year, but then again, I'm not their ideal customer. The higher your status, the faster you can accrue points and rewards. If they're smart (and they're pretty smart), they'll find ways to incentivize people to redeem their meager point totals, as well as fly enough to bump ahead in status.
Why You Should Add a Little Sizzle To Your Member Benefits (The Access Loyalty Blog)
As enticing as "Accidental Death and Dismemberment" sounds to potential members, there are sexier options membership organizations can use to fill out their member benefits. We're just sayin'.
The Customer Comes First? No, the Employee Does (Access Perks)
Companies have been trying to hack the customer experience for years. Loyalty programs. Incentives. Promotions. Yet the record on those concepts is inconsistent at best. The one thing that moves the dial with customers more than anything else is something that few businesses are willing to acknowledge: when employees give a crap, they'll make sure customers are taken care of. If you want to enhance the customer experience, start with the employee experience.
The Crucial Difference Between Customer Acquisition and Customer Retention (Joey Coleman)
Joey Coleman talks about the returns of focusing on the first 100 days of a customer's journey (we tend to focus on the first 30, but the "you've made a sale but you're not done yet" idea is there). 20% - 60% of customers will bail within those 100 days, and companies have no idea.
People-Based Marketing Enables Seamless Customer Experiences (Signal)
At the beginning of the year we made a resolution to focus on H2H marketing - human to human, instead of business to consumer or B2B. The point is that every transaction involves people and an exchange of value.On a large scale, that's a big challenge, especially with data strung across a multitude of systems. But with enough effort, and using what information you can assemble, a behavior- and preference-based approach to engagement can pay off so much more than mass blasts and random acts of marketing.