The Customer Engagement Recap - November 13

By Brandon Carter | Updated on Nov 13, 2015 2:30:00 PM

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The news and trends affecting consumer engagement that caught our eye this week. 

 

In this week's customer engagement recap:

  • T-Mobile Stops Counting Netflix, HBO, Hulu, And Other Video Streams Against Your Data Usage
  • Maritz Sells Bond Brand Loyalty
  • How Premium Incentives influence Customer Relationships
  • Falling gas prices no Grinch this Christmas
  • Recapping the Membership Economy Webinar
  • A Seismic Shift in How People Eat

 

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  • T-Mobile Stops Counting Netflix, HBO, Hulu, And Other Video Streams Against Your Data Usage (TechCrunch)

It feels like T-Mobile carves out a little space in our recap every week. The fact is, sometimes a company in a highly competitive field will decide to swim in the opposite direction of the competition, and T-Mobile continues to buck the status quo. Now most video services (but not YouTube) are exempt from data caps, along with most major music services. They've already gotten rid of annual contracts and added the Jump upgrade plans.

And everything seems to have been met with resounding success, as they've surpassed Sprint to become the third largest mobile carrier. What's next? 

If you work in the loyalty marketing world, you definitely know these two names. An interesting development to keep an eye on, as the Bond brand seemed to really take off among loyalty circles in its brief existence (taking the helm of bi-annual Loyalty Report helped greatly. Maritz, of course, is well known on its own. 

When it comes to getting an unsure customer off of the fence to take action, nothing works as well as "free." That's been accepted for a while. But free (and really, the right "free" offer) means so much more, in light of what we know about the customer life cycle. 

Offering immediate value is key to building trust and fulfilling brand promises. That brand has essentially 30 days to integrate itself into a customer's habits, which means that "free" offer could be key to loyalty.

We had this same "problem" last year - would low gas prices turn into more holiday spending? Results were mixed last year - one report said yes, another said people were just stuffing the savings under their mattresses. This confusion is actually one of the main reasons we're collecting holiday spending predictions this year - and revisiting them in 2016. 

Yeah, we put on a webinar with Robbie Kellman Baxter about The Membership Economy, and how everyone and their brother is implementing some form of subscription model. You knew that, probably.

But if you didn't catch the webinar, check out this blog post. Of course you can also check out the replay here. I've read Robbie's book twice, and there was still some incredible insights she shared that I hadn't heard before. If you have customers and want them to continue being customers, I highly recommend checking this webinar out.

  • A Seismic Shift in How People Eat (NY Times)

Not hard news, but it's fascinating to watch the seismic shift in the restaurant world over the past couple years. Even McDonalds is struggling in the face of a general desire for healthier lifestyles. And now it's spilling over to the grocery stores, as boxed cereal, orange juice and soda sales are also sinking. 

Then again, Carl's Jr is doing just fine selling heart attack burgers promoted by bikini-clad models. Like T-Mobile, sometimes it helps to just swim in the opposite direction. 

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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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