Skip to main content

Home/ MK 473 Fall 2013/ Group items tagged CRM

Rss Feed Group items tagged

Filter: All | Bookmarks | Topics Simple Middle
Kate King

The loyalty lie | RetailCustomerExperience.com - 6 views

www.retailcustomerexperience.com/...The-loyalty-lie

mk473 customer experience loyalty CRM

shared by Kate King on 25 Sep 13 - No Cached
  • most loyalty programs don't work
  • So, why don't most loyalty schemes work? Research points to several reasons. Loyalty programs are transactional. Loyalty isn't.
  • The best brand/consumer relationships are those that become transformative in the sense that the customer feels somehow better for having done business with the brand. The brand and shopping experience are the loyalty program.
  • rteufel on 25 Sep 13
     
    I agree with the article, that loyalty programs are not working. In my own experience there are only TWO kinds of loylty programs that are working somehow. Firstly, a loyalty program that is introduced by a brand/shop/store that I am already loyal with, e.g. the favourite coffee shop, or the closest supermarket. In those shops a loyalty program might even lead customers to buy more and appreciate it. Secondly, what I think is also working are loyalty programs introduced by a pool of shops. E.g. in Germany we had PayBack for a long time, which was a joint loyalty program that gave you points in almost any major retailer in Germany, so it was used by a lot of people. Noone wants to have 10 or 15 loyalty program plastic cards in their wallet, though...
  • ...2 more comments...
  • Angelo Csuti on 25 Sep 13
     
    The article is totally right! I worked for a year at a gas station next to my studies and we had these 'puy 9 coffees, get the 10th for free' cards, which we wanted to hand out to all taxi drivers, to make them visit our gas station frequently. Every second driver refused to take a card, when I offered them, because of the huge amount of other loyalty cards in its wallet (as Raphael already pointed out). Furthermore, I saw that we also have those cards for drinks at the HRC Store and I never took one, because I simply consider the drinks as too expensive to buy a dozen of them, just to get one for free!
  • Kyle Werner on 26 Sep 13
     
    This is a great article! It's very similar to a costco card or a sam's club membership. The only way a loyalty card like this would work is if the company had prices that beat juggernauts such as walmart or target. Most people on campus do have costco cards, so whether it's the Costco food or the ability to buy literally almost anything at the store, Costco seems to have found the solution.
  • Brock Naylor on 26 Sep 13
     
    I believe one of the largest reasons why loyalty is such an obstacle in today's markets is primarily due to fast paced, innovative society that we live in now. Consumers are becoming so oriented to 'the next big thing' that it is increasingly difficult for businesses to keep up with this rapid changing of trends, especially considering the small window a product has before it is one-upped.
  • Krista Lawson on 26 Sep 13
     
    I thought this was interesting to read as I myself have several loyalty cards to various places. I never put much thought into it, but after this article it really emphasizes the fact that I. Not really loyal to the brand as much as e transactional benefits. Given an alternate and similar option at a better price I would probably jump ship from those I support now to something different. It may not create the sincere loyalty, but it has worked in keeping me to returning to certain places for the transactional benefits, so it doesn't seem like a total failure.
Kate King

Five steps toward developing 'programmable retail' | RetailCustomerExperience.com - 0 views

www.retailcustomerexperience.com/...developing-programmable-retail

Mk473 CRM customer service technology

shared by Kate King on 22 Nov 13 - No Cached
  • Kate King on 22 Nov 13
     
    Here is the article I referred to today about integrating technology into customer service - enjoy!
1 - 2 of 2
Showing 20▼ items per page