The news and trends affecting consumer engagement that caught our eye this week.
In this week's customer engagement recap:
- Marriott is buying Starwood for $12.2 billion, creating the world's largest hotel company
- Acquisition’s Effect on Long-Term Customer Loyalty
- Follow Up: Answering Your Unanswered Questions from the Membership Economy Webinar
Marriott is buying Starwood for $12.2 billion, creating the world's largest hotel company (Business Insider)
For those keeping score at home, that's "1.1 million rooms in more than 5,500 hotels across more than 100 countries." With the travel industry and loyalty programs being so closely intertwined, which means this impacts the engagement world in a significant way. And as Colloquy stated, Starwood members are rightfully nervous about their richer program being swallowed by the
Acquisition’s Effect on Long-Term Customer Loyalty (The Access Loyalty Blog)
Conventional wisdom has long been that customer loyalty is earned after a person becomes a customer, so the focus should always be on acquisition. We know now that loyalty is about relationships, and what happens at the beginning of that relationship is just as significant as the end.
Therefore, the beginning must be shaped by the ending.
Follow Up: Answering Your Unanswered Questions from the Membership Economy Webinar (The Access Loyalty Blog)
Robbie Kellman Baxter is awesome, in case you haven't heard. Besides providing a ton of great content for free in our webinar, she even took the time to answer every question we weren't able to address. Tons of more good wisdom to mine here.