While retaining customers is a key marketing objective, the ultimate challenge lies in remaining pertinent and understanding customer needs.
To transform the company to become more customer-centric, there should be a shift in the thinking. In many businesses, the CMO is the classic 'owner' of customer loyalty. But actually, every member of the C-suite should care about and commit to a loyalty-driven approach, and businesses need to make loyalty an organisation-wide priority.
What separates a good loyalty programme from a great one? Marketing leaders suggest building a programme that recognises the diversity of its intended customers and mirrors that diversity back in the composition of its rewards. Most large brands today have a rewards programme in place. This means that customers are choosing their favourites to deal […]
Last week, the Irish Data Protection Commission ordered Facebook’s parent company Meta to pay two fines totalling €390 million for being in breach of the EU’s overarching privacy law. The ruling is significant as data-protection history is being written as we speak. How enterprises react towards data privacy from a compliance or trust-building approach will […]
Kaumudi Kashikar Gurjar
Poor data utilisation impacts member value understanding and personalisation, raising the possibility of attrition due to inadequate interaction.
Personalisation is a key driver of member engagement and activity. Loss of identity or failure to build progressively richer member profiles hurts two fronts, first, in loss of opportunity of spending growth on disengaged members; second, in lack of returns on investments made in loyalty liability