Written by Stuart Evans, General Manager, ICLP UK
How do you build loyalty in a world where brands no longer own and control their own messaging? A world where — like it or not — consumers share information, insights and opinions on social media platforms 24/7.
Traditional approaches still have their place. However today’s loyalty strategy goes beyond the transaction. Social interactions are becoming the new currency. Many brands are playing catch-up, evaluating how they can mine valuable social data and use it to re-evaluate how they best engage with customers in these and all channels.
Today, customers have a 360 degree view of your company. They expect to have an ‘always on’, consistent, value-added and interactive multi-channel customer experience. In today’s digitally-connected society, weekends and evenings are times when customers are looking for information, sales and service. Engaging with them during normal office hours is no longer good enough.
Many brands have …