One of the inherent benefits of loyalty programs is the data and insights marketers can glean about their best customers. Yet, as I talk with clients I often find marketers have the perception that their data strategy and loyalty programs do not belong together, and they are treated as separate marketing entities with unique teams, goals and plans. But data is an integral part of loyalty programs. Data fuels customer identity so loyalty marketers can better understand the behavior of their members, predict future behaviors and as a result drive more loyalty to their brand.
The doctor-patient relationship is evolving. A century ago, doctors made regular house calls and patients relied entirely on doctors’ expertise for diagnosis and treatment. In today’s connected world, with unfettered access to information and increased individual autonomy, consumers are actively involved in their treatment plans. They research online, make suggestions about medications to their healthcare providers and expect to be an informed partner throughout the decision-making process.
Digital transformation in the automobile industry has resulted in several innovations that are fueled by data insights. The Internet of Things and connected cars have driven capabilities such as remote car starts, guidance capability with voice assistant such as Google or Siri, geo-fencing and more. It’s predicted that by 2020, 98% of vehicles on the road will have connected car technologies within them. For example, several automobile manufacturers are leveraging connected vehicle technology to help track the ‘health condition’ of a car. When the vehicle is started, data is collected and transferred and then provides status updates on things like; brakes, oil life, tire pressure and more. That information triggers a status update communication that is sent to the vehicle owner along with a personalized service reminder. Because of the connected car data, automobile manufacturers can deliver personalized service notifications based on the true health needs of the vehicle.