At the recent CRMC conference for retailers, I led a panel discussing why customer experience is the new driver for loyalty. Whether a consumer is making a purchase online or in-store, they expect an experience that’s personalized, convenient and meets their needs. And consistency across channels is key.
You’re researching and planning your next family vacation to Disney World in Orlando, FL. A few days later, you receive an email with an offer from the same brand of hotels near “Lego World” in California as you recently filled out a direct mail piece indicating you’d like to learn more about visiting “Lego World”. Hold on …. the phone rings. It’s a Vacation Club who’s affiliated with the brand of hotel you’re interested in but this hotel is near Disney Land in Anaheim, CA. They learned of your interest when you called the brand’s hotel toll-free number to inquire about specials and then hit #1 to learn more about a magical Disney Land, not World, experience. Sound familiar? I’m not going to California so the Disney Land messages are just wasted touchpoints, creating “noise” and confusing my experience with the brand.
Epsilon’s Retail Strategic Consulting practice counsels clients on CRM and loyalty strategies that help drive profitable growth. Advising on best practices to optimize customer acquisition, retention and personalization, the team helps clients navigate through customer-centric transformation. This Meet a Marketing Expert series is designed to pull the curtain back on new viewpoints from across Epsilon, its affiliates and partners, on deepening customer intelligence and implementing programs with impact.