The news and trends affecting consumer engagement that caught our eye this week.
In this week's customer engagement recap:
- 4 Reasons Employee Appreciation Matters Year-Round
- The Connection Between Customer Loyalty and Emotional Engagement
- Dunkin' Donuts to target Starbucks customers after loyalty scheme shake-up
- Expanding Loyalty & Securing Revenue Through the Ideal Customer
- Insight: Marriott and Starwood: has programme devaluation begun?
4 Reasons Employee Appreciation Matters Year-Round (HuffPo)
We don't wait until Valentine's Day to show love to spouses, or Mother's Day to show mom some appreciation. Those who do probably don't have much of a relationship. The same concept applies to employees. Employee appreciation should be baked into a culture and practiced from the top down.
Regardless, tell your team how much you appreciate them today. Then, do it again tomorrow, and the day after that, and beyond.
The Connection Between Customer Loyalty and Emotional Engagement (The Access Loyalty Blog)
Every year Brand Keys releases the results of their Customer Loyalty Engagement Index and every year it seems like brands get further and further away from what customers expect of them. Part of it is due to demanding, entitled customers who know we're all duking it out for their dollars.
The real onus is on each brand, though. Customers are willing to tell us what they want, and we have to actually listen and react. That's hard, but it's a heckuva way to maintain revenue and loyalty.
Dunkin' Donuts to target Starbucks customers after loyalty scheme shake-up (Reuters)
It's smart of Dunkin' to go after Starbucks defectors. Hyatt is doing the same thing in the hotel space (see the last link on this post). As the article points out, you can earn freebies at Dunkin' after just $40, which is totally appealing to the low-spend customer Starbucks is willfully turning away from.
We don't know if Dunkin' has seen an uptick in registrations so far. But according to one statement, Starbucks has seen a lift in their registrations.
Expanding Loyalty & Securing Revenue Through the Ideal Customer (The Access Loyalty Blog)
"Account based marketing" is all the hubbub around B2B circles these days. That's a new name for an old concept that, for whatever reason, fell out of favor in recent years: the pursuit of ideal customers. Part of why customer loyalty has suffered across multiple industries in recent years is we're trying too hard to please everyone, when in reality we should be focusing on our most profitable customers, even at the expense of those who aren't.
Insight: Marriott and Starwood: has programme devaluation begun? (The Wise Marketer)
Last week's loyalty hubbub was all about Starbucks. This is next week's.
While everyone is waiting to see exactly what's going to happen with the Starwood loyalty program, we're left to only speculation. And so far, all signs point to overall program devaluation. Whether that's true or not is irrelevant, as Hyatt and others are using the information void as an opportunity to poach members by matching status.