Take Your Money, Give it All to Charity-a-dee-dee - The October 28 Customer Engagement Recap

By Brandon Carter | Updated on Oct 28, 2016 11:10:00 AM

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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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  • When it Comes to Member Engagement: Go Personal or Go Home (Abila)

Appealing to masses is hard. So don't do it. Segment as much as you can, and use the data you have. This applies to your engagement efforts, your member benefits, your communication channels, and more. But it isn't just membership groups; every customer base has a wide array of wants and needs. Don't try to appeal to them all, find the ones that mean the most to you and focus on them.

Let the big companies go out and dump millions into some complicated loyalty scheme. The rest of us will continue to refine our experience, while strategically throwing in some customer engagement-building tactics when needed.

  • The Cost of Poor Customer Service, and How to Fix it (FiveStars)

Why do so many companies skimp on customer service, when it's clearly hugely meaningful to customers? It feels like engagement and loyalty types like us have been saying this for years. We said it just a couple weeks ago, in fact.

Here's the sad truth: customer service chases people away, but it is almost never cited as a reason people are drawn to a business. And new business, and new money, still win budgets. Maybe next year is the year this wacky article looks prophetic?

  • Convenience retailers donate nearly $1 billion to charities worldwide (Loyalty Truth)

Don't sleep on cause marketing. People notice what businesses do with their profits, and younger generations in particular want to feel like their money is going to help some larger cause. Go to our customer loyalty stats collection and read through the top section. People are tired of evil companies.

  • Access Development Expands Executive Team to Accommodate Growth (PRWeb)

This is a little bit about Access, but there are a few things in here worth pointing out. One, each of these new executives has been with us for 10+ years, so they're invested and engaged - a huge component of customer engagement. Second, while client satisfaction has always been a big deal to us, we now have an executive tasked specifically to make sure our clients aren't just satisfied but also getting the absolute most bang for their buck with our discount programs.
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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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