Loyalty Overload - The December 9 Customer Engagement Recap

By Brandon Carter | Updated on Dec 9, 2016 2:37:00 PM

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The News, Views, Insights, and Opinions affecting consumer engagement 

That You Need to Know

 

In this week's customer engagement recap:

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  • Allegiant Alignment: What Faithful Followers of Retail Loyalty Programs Want (Nielson)

There's a lot of good data in this article and the research report it's promoting. Allow us to summarize: a vast majority of the population belongs to one or more loyalty programs, primarily because they want cash back, free stuff, and discounts. If that sounds a little pessimistic, there's good news: in order to receive those benefits, they're willing to give brands that offer loyalty programs an open window in which to educate, reward and otherwise create a bond. Handled wisely, you can turn that deal hunter into a profitable, long-term customer. Speaking of...

You may think that couponing isn't a wise marketing strategy, or you might be like us and think that they're really effective when used wisely. Regardless, millions of Americans have become habituated to looking for deals to stretch their dollars over the past 15 years. And as this piece illustrates, it's is becoming a wired-in-the-brain habit.

In terms of takedowns, this is the Macho Man off the top ropes with a atomic elbow straight to the gut of airline loyalty programs.

Maybe that's an exaggeration, but this article does as good a job as any I've seen of summarizing the myriad issues consumers have with FFPs, from earning miles to burning them and paying hidden fees along each step. 

  • Churn Fighting Focus: Making customers’ first experiences count (Churn Zero)

We've written about the importance of onboarding before, and how it's critical to get customers or members to that first, essential experience. This article is a great summary of how to navigate that process, especially if it might take a bit to get that first win.

We've got a holiday gifting story that will shock you. Just a word of caution: the wrong gift, or sloppy gifting, can do some serious damage to your office camaraderie. Yeah, sometimes it's better to be Scrooge. (But really, don't be Scrooge, just give smartly.)
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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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