The foundation of loyalty is built on the concept of frequency. It also happens to be a marketers biggest challenge. How do you get a customer to continue to come back on their their own volition? The first step is to have a great product, but often that isn’t enough. Be transparent, create utility and show gratitude. In other words, show your customer that you care about them and not just their wallets.
Customers have evolved as technology has evolved, according to Johann Wrede, Customer Engagement Solutions, Global Senior Director, Solution Marketing at SAP. The biggest variable in what keeps a customer engaged is the customer. That comes at no surprise. At the end of the day they have the power. In large part due to the connectivity and how the networking effect impacts decision making.
As a result, it is crucial to engage like never before. That means having the right insight at the right time, to drive meaningful conversations across channels with an experience that delights customers. Customers are unique across industries, but one thing that all customers have in common is that they are changing how they interact with brands. This is where “omni-channel” comes into play, meaning cross channel communication that retains contact with a customer.
Check out what Wrede had to say about communicating with customers across channels and delivering them consistent and relevant experiences during a recent Loyalty360 webinar titled Want Customers? Get Engaged!.