Posts

This Month in Customer Appreciation and Loyalty – April 2015

What got people talking in April? We bring you the month’s most talked-about stories in the world of customer appreciation, loyalty marketing, and practice management. Read more

Breaking Down the Customer Experience

With all of the different terminology out there, it can be hard to figure out what people really mean when they discuss the customer experience. “Loyalty” and “appreciation” sound close enough to be the same thing, right? Well, we’re here to break it all down and explain what these terms really mean. Because no, they’re not all the same. And when understood and applied correctly, you can go above and beyond to improve the customer experience provided by your company. Read more

This Month in Customer Appreciation and Loyalty Marketing – March 2015

What got people talking in March? We bring you the month’s most talked-about stories in the world of customer appreciation, loyalty marketing, and practice management. Read more

This Month in Customer Appreciation and Loyalty Marketing – February 2015

We’re back again with another roundup of some of the month’s most talked-about stories in the world of customer appreciation and loyalty marketing. Read more

Loyalty and Appreciation: Social Media and the Consumer Journey

Today’s connected consumers look to social media as a way to interact with and promote their favourite brands. According to Kitewheel’s study, nearly 60 per cent of consumers use social media to make comments about their brand experiences – but brands are struggling to integrate these social channels into consumer interactions.

Consumer insights drawn from the study describe the backlash that is brewing by brands’ inability to keep up. A majority of consumers expect a response on social media within 24 hours of tweeting directly to a business, but 45 per cent of marketing executives say that it’s unlikely a brand can afford to respond to every customer’s social media opportunity. Oftentimes consumers feel the only way to get a quick response from a company is to complain on a social network, and this can result in consumers opting out, causing loyalty to waiver. “Brands need to listen proactively,” says Kitewheel.

Non-generic responses over social media are also important. “Consumers seek a unique brand experience,” says the study. A mixture of automation and human response is necessary to connect with highly connected and mobile consumers appropriately. 34 per cent of marketing executives are currently developing the ability to automatically detect and reply to consumers on social media.

If a company provides a positive experience, customers will share their excitement with their network over social media channels – driving traffic to your brand. By implementing that two-way communication seamlessly across all communications channels, consumers will feel connected and appreciated.

This Month in Customer Appreciation and Loyalty Marketing – November 2014

In our latest edition of our loyalty and appreciation series, we bring you some of November’s most talked-about stories:

Extra: Have you seen our other blog series? It’s based on the Kitewheel study: The State of the Customer Journey. Check out the first post in the series ‘Loyalty and Appreciation: Using Mobile to Bridge the Gap’ here.

What other stories in the loyalty industry had you talking this past month? Let us know on Twitter at @eTrove!

Loyalty & Appreciation: Using Mobile to Bridge the Gap

Now more than ever it is important for both consumers and businesses to recognize the status of their relationship.

A recent study by Kitewheel, The State of the Customer Journey, found that 73 per cent of consumers feel that loyalty programs should be a way for brands to show their loyalty to the consumer. The same study found that 66 per cent of marketing executives believe that the same loyalty programs are a way for consumers to show their loyalty to a brand.

So, who should be loyal to whom?

“Businesses must revise their strategy and prove to consumers that loyalty goes both ways,” the report points out. There is currently an area of disconnect between consumers and businesses, with varying levels of expectation.

With the current combination of both digital and traditional platforms, brands are struggling to meet consumer expectation. This environment demands real-time convenience and immediate response, ultimately driving consumer loyalty and retention. Brands must “bridge the gap” between consumer data and experience.

This is where mobile marketing, a mostly untapped potential “bridge”, comes into play. According to the study, 76 per cent of consumers use mobile devices to compare prices and read reviews, but only half of businesses are taking advantage of these numbers by managing mobile apps or text messaging. By integrating timely responses brands can better facilitate the consumer experience.

The end result of all of this? The relationship needs to be a mutually beneficially, two-way street, showing appreciation both ways. Appreciation is, after all, the next step in loyalty. By making programs easy and personal for today’s connected consumers, brands can attract loyal and appreciative customers. “Loyalty is about the individual, not the segment.”

 

Check out part two and part three of this series.

This Month in Customer Appreciation and Loyalty Marketing – October 2014

We’re back again with another look at some of the most talked-about stories in the world of consumer loyalty and appreciation programs from the month of October. Yes – We said appreciation! It’s time to change the conversation and take the next step in loyalty programs.

What other stories in the loyalty industry had you talking this past month? Let us know on Twitter at @eTrove!

This Month in Loyalty – September 2014

We’re back again with another look at some of the most talked-about stories in the world of loyalty programs from the month of September.

What other stories in the loyalty industry had you talking this past month? Let us know on Twitter at @eTrove!

This Month in Loyalty – August 2014

What got people talking in August? We bring you the month’s most talked-about stories in the world of loyalty programs.

What other stories in the loyalty industry had you talking this past month? Let us know in the comment section or on Twitter at @eTrove!