Customer Equity: An Interview with Allison Hartsoe, AI Value Creation Consultant and Author
Release Date: 09/26/2024
True Loyalty: An Interview with Aaron Dauphinee, Partner, The Wise Marketer Group
Customer First Thinking
Where brands almost always go wrong is assuming customers are more loyal than they are, rewarding them solely on the basis of their repeat buying behaviour. But customers who are truly loyal don’t need incentives to buy - they just need confirmation that their trust and belief in the brand will be reciprocated, says loyalty expert Aaron Dauphinee.
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The One-to-One Future Is Here (Almost): An Interview with Jim Sterne, President, Target Marketing
Customer First Thinking
AI is paving the way for marketing to finally usher in an era of true one-to-one marketing. As the technology evolves, it should free up marketers to give greater creative thought to making customers happy, believes Jim Sterne, who has helped steer marketers through successive waves of innovation ever since the advent of the worldwide web.
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Beyond Rewards: An Interview with Zsuzsa Kecsmar, Co-founder and Chief Strategy Officer at Antavo AI Loyalty Cloud.
Customer First Thinking
The old “give-to-get” loyalty model has grown stale. Loyalty fatigue has set in, as members tire of programs that all look the same. To break out of this sameness trap, loyalty programs need to go beyond rewards and offer members greater value to stay engaged, according to the latest edition of the Antavo Global Loyalty Report.
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Leading with CX: An Interview with Tom DeWitt, Founder and Executive Director of the XMGlobal Collaborative
Customer First Thinking
Too many companies today still think that improving CX is all about fixing what’s broken. But for CX to make a meaningful difference in the health and success of a business, management should strive to make the everyday lives of customers better. That’s why the concept of “Helpfulness” should be adopted as a core enterprise operating principle, says CX pioneer Tom DeWitt.
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The Loyalty Puzzle: An Interview with Dr. Yuping Liu-Thompkins, Founder, Loyalty Science Lab
Customer First Thinking
Despite a massive body of loyalty research over the years, there are still many unsolved puzzles, according to top researcher Dr. Yuping Liu-Thompkins, whose Loyalty Science Lab is dedicated to helping marketers find the answers they need.
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Fixing CX: An Interview with Michael Lowenstein, Founding Principal, The Linkage Group
Customer First Thinking
Most companies today still give lip service to the idea of putting customers first. They resist making the transformational changes required to truly improve CX quality. Until they are willing to become more stakeholder centric, argues renowned CX expert Michael Lowenstein, they will struggle to win greater customer trust.
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Humanizing the Customer Relationship: An Interview with Christina Garnett, CX Evangelist and “Pocket CCO”
Customer First Thinking
Brands still operate today as though media coverage and reach are all that matter, even as customers make every effort to evade their messaging. A new playbook is needed, according to CX expert Christina Garnett, which fosters communal spaces called “brandoms” where relationship building and brand building intersect.
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Digital Campfires: An Interview with Sara Wilson, Founder and Principal, SW Projects
Customer First Thinking
Suffering from social fatigue, people are increasingly turning to private spaces online where they are free to be more themselves. Community marketing expert Sara Wilson calls them “digital campfires” where brands are shut out of the conversation.
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Why New Products Fail: An Interview with Tony Ulwick, Founder and CEO, Strategyn
Customer First Thinking
For most companies new product innovation is a game of chance, resulting in many more misses than hits. The reason, according to innovation expert Tony Ulwick, is that they don’t take the time to figure out what customers actually need.
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The Power of Points: An Interview with Richard Schenker, Founder, Loyal Strategy Consulting
Customer First Thinking
Loyalty points programs are more popular than ever. The problem is they lead to transactional relationships where customers are more loyal to the program than the brand. To build true loyalty, advises loyalty expert Richard Schenker, companies must encourage ongoing engagement beyond point collection and redemption.
info_outlineCompanies still tend to over-invest in the acquisition of new customers while paying scant attention to relationships with existing customers. The solution to correcting that imbalance, argues value creation expert Allison Hartsoe, is knowing the collective lifetime value of all customers, known as customer equity.