Banner Image

Enhance Customer Engagement With Your Own Branded Social Network

If you’re struggling to understand how a social network can enhance customer engagement, you’re not alone. Since the rise of technology-fueled social networks just a few short years ago, marketers have had a struggle finding a model that works but doesn’t leave customer data locked up on someone else’s real estate—like LinkedIn, Facebook, Twitter, and the rest. The solution to this dilemma is to create your own social network where you can engage customers and improve marketing results while retaining your customer’s data—and your own—at the same time.

The “Why” and “How” of Creating Your Own Social Network.

Brand Social NetworkIn her recent Quark Big Idea presentation, Constellation Research Vice President and Analyst Natalie Petouhoff spells out why this solution is already proving to be an effective way to enhance customer engagement.

Petouhoff astutely points out that marketers are finding enormous value through collaboration. As marketing has grown in importance, alongside the need for strong customer engagement, marketers are becoming both senior leaders and technology decision-makers. These changes make it critically important that marketers have a way to connect with their own organization, customers, partners, and others so that decisions are well-informed and executed successfully. And social networks are ideal for satisfying this need. Beyond serving the marketer directly, social networks also provide a way for customers to connect with each other to solve problems and increase the sense of brand community.

Setting Up Your Own Social Network

While setting up your own social network may sound hard, it really isn’t. Still, there are some factors to seriously consider:

  • Provide a single, centralized platform – Don’t leave your social network users having to scurry between multiple apps or platforms.
  • Stay flexible in your architecture – New tools and techniques arrive constantly and marketers need a flexible architecture to accommodate them.
  • Think mobile first – Mobile isn’t just trendy—it’s foundational to a modern setup. Mobile is everywhere your customers are, and incorporates key location information.
  • Security is critical – In today’s interconnected world, enterprise and customer data must be kept secure.

Once you set up your own social network, you can expect to have far more data than ever before—information to better cross-sell and up-sell and know what’s working and what’s not. And you’ll be able to share and collaborate on that information with experts across the organization. You’ll know where your customers are pleased and engaged, and where you’re missing the mark. In short, your own social network gives you a way to optimize and enhance customer engagement.

To know more about branded social networks and how they enhance customer engagement, join our webinar with Natalie Petouhoff. Petouhoff will cover the six best practices for empowering marketers to drive enhanced collaboration among customers, fans, employees and partners. We look forward to seeing you there!

Analyst Advice for Driving Customer Loyalty in a Digital World – Part 2

The following is Part 2 of a two-part series on driving customer loyalty in a digital world. 

In Part 1 of this series, we covered the need to deliver personalized, relevant engagement to customers involving large amounts of data, across a diverse and increasing number of media channels. This second part of the series discusses an analyst’s advice on how to achieve that goal.

In Constellation Research’s recent report on loyalty and digital marketing, it recommends that marketers take five specific approaches to managing personalization and relevance.

According to Constellation Research, marketers should:

  • Connect all customer channels and touchpoints
  • Provide social collaboration capabilities
  • Drive right-time interactions and engagement
  • Use behavioral customer data for real-time decisions
  • Advance loyalty management capabilities

These are the five keys to increasing engagement and transforming traditional marketing organizations into modern marketing platforms. But what does it take to execute these approaches?

Retooling for Success

12964769_mFirst and foremost, these new methods have steeper system requirements than traditional marketing. They require a powerful data platform that can span multiple parts of the organization (and beyond marketing). Secondly, there’s a need for right-time behavior management engines that include both analytics and modeling. Lastly, they demand that loyalty management systems be already in place to track and reward customers for their ongoing engagement with the brand.

The combination of a powerful data platform, a right-time behavior management engine, and a loyalty management system underpin Marketing’s ability to drive customer loyalty in the digital age.

Driving Better Business Results

Taking these five approaches one step further, Constellation recommends the following integrated plan:

  • Enable an integrated data source approach — Data exists both inside and outside the organization, but the only way to understand context is by connecting it all seamlessly. Integrating all of that data helps you understand your customers better and gives the customer a more consistent experience in every interaction.
  • Provide ubiquitous channel integration solutions — Customers are communicating on many channels and marketing must be able to have conversations wherever and whenever. And the best way to do that is through system- and platform-agnostic technologies.
  • Encourage behaviors using real-time customer data — “Seeing is affecting” in the marketer’s world. Having real-time data is the backbone of being able to proactively affect the outcome of customer interaction. Responding with relevance isn’t an over-the-shoulder data exercise—it’s the result of data arriving in the moment that interaction takes place.
  • Orchestrate right-time interactions that result in engagement — Being fast isn’t enough if engagement isn’t personalized, no matter how that personalization is achieved. Getting the right interaction in the right moment, based on the appropriate context, creates relevancy and loyalty. This orchestration is the right blend of engaging emotions without creating information overload.
  • Increase loyalty and customer lifetime value — Loyalty ultimately comes down to trust: The traditional marketing techniques and technologies of “batch-and-blast” mass messages does nothing for customer loyalty. Getting the customer experience right is the only path to create both loyalty and brand advocacy.

This coverage of Constellation’s research is just a brief summary of the rich information found in the report. To learn more about how to drive customer loyalty in a digital world, join us for a webinar with Natalie Petouhoff, the report’s author, and see how you, too, can deliver personalized, relevant engagement in a world of abundant data and diverse channels.

It May Not Feel Like It, but Christmas Is Coming

By Jeanne Roué-Taylor

Christmas is coming. Yes, it may seem a long way off, but if you started with December 25th and worked your way backward, you’d see that for retailers, Christmas is just around the corner. The fact that Christmas is coming is the good news…the bad news is that customer expectations are higher than ever.

Here are four ways you can make yourself ready to serve your customers with excellence, despite the craziness of the holidays.

Start the conversation – Starting a conversation around Halloween is bad business. If you’re not engaging your customer now, you’re missing the chance to know them better and for them to appreciate you more than your competitor. Getting interactive just for the holiday feels opportunistic and hollow to your customers.

Get ahead of differentiation – There’s not a more focused and noisy promotion time than Christmas. Loyalty programs, personal touches, and a grasp of your customer’s history and propensity to buy from you are key things to set up now. Once the heat turns up, it gets much harder to make this work efficiently.

Solve your customers’ problems – The holidays can be a hassle for everyone, and anything you bring that makes it easier for your customer to shop is appreciated. Offer the same experience across all channels and make your loyalty program meaningful and omni-channel. Make it easy to know how Christmas shopping can be a loyalty-benefits bonanza.

Get creative and test it out – Marketing has become more and more about statistical probabilities. Even so, there’s an enormous amount of room for creative ways to engage the customer, make interesting offers, and let your customer be an advocate for your brand. Creative campaigns need to be tested against your existing propensity models to find the programs that will get the best return despite noisy channels.

With the weather still plenty warm, now is the time to start thinking about and preparing for the biggest shopping time of the year. Christmas in July? For marketers, it’s true!

For practical tips on retail customer engagement design and analysis, check out our webinar on-demand, Nudges, Influence and Rewards: Must-know Factors for Success in Retail Customer Loyalty.

The Word for Modern Marketing is “Programmatic”

By Jeanne Roué-Taylor

The real story of the value of big data, the Internet of Things, and data analytics is bigger than any of these trends by themselves. In fact, each of those descriptors is merely a part of a much bigger trend; the backstory that has even greater impact on our lives is the transition to a programmatic world where fast-moving flows of information create automated, immediate, and purposeful actions. Nowhere is this more evident than in the world of a marketer.

Where we once were happy to automate work performed by individuals, modern marketing’s programmatic trend is a step well beyond to the automation of whole complex systems of interaction.

Learn more about trends in the convergence of big data, analytics, and loyalty in this webinar and whitepaper.

Powering this shift is a reliance on the discovery, movement, processing, and consumption of data by machines that can digest and decide in a fraction of the time that it would take a human. Human process isn’t lost—it just happens earlier, in the setup of systems to run in real time as customer interaction takes place. In a programmatic world, it’s all about getting the setup right.

Programmatic Marketing’s Many Flavors

The programmatic world comes in many flavors, but the basic ingredients are common to much of what’s happening in business today—sensors, integration systems, analytics, more integration, event processing, and business rules, feeding intelligent processes that execute autonomously to create value on a scale that scores of humans working diligently could never match. And then even more integration…

Few places show this more clearly than the reminted marketing function of today’s top brands. The creativity of the past is still a requirement, but the new hot skill is in technology—how it works and how to implement and manage it. That’s a risk for many marketers as their past success is no indicator of future performance. It takes a mindset shift and retooling to match the needs of a programmatic marketing paradigm. No single app will do nor will simply hiring a team of data geeks. Moving to programmatic marketing goes well beyond any quick fix, and starts with development of powerful use cases that will drive strategy and choices for skills and technology. The biggest mistake? Choosing foolishly and painting yourself into a technology corner.

Orchard Supply Hardware and TIBCO on How to Localize Customer Loyalty

By Jeanne Roué-Taylor

Big-box stores are everywhere these days. While these giant retail locations offer massive floor space and an even larger parking lot, they come with distance, traffic, and a surprising level of inconvenience for the local shopper. There’s certainly a place in the market for something a bit more local and a lot more convenient. Orchard Supply Hardware suits that market need perfectly with mid-sized stores that offer something far more local and personal. Its goal is to create strong customer loyalty and it competes against the giants in very smart ways.

CRMC 2014 and Localized Loyalty

This year’s Customer Relationship Management Conference (CRMC) kicks off this week at the Chicago Hilton and the agenda includes a Day 2 session with Orchard Supply Hardware’s Roxanne Joe, director of strategic marketing and analysis. Joe presents with David Rosen of TIBCO Loyalty Lab on the unique approach that Orchard Supply Hardware has taken to localize its customer loyalty.

Its local approach is an extension of its strong historical and local roots, dating back to the founding of Orchard Supply Hardware as a farmer’s co-op early in the 19th century in San Jose, California. Still today, customers know their store managers by name, and this desirable and profitable customer segment is a high-value target of Orchard Supply Hardware’s customer loyalty program.

Working with TIBCO Loyalty Lab, Orchard Supply Hardware’s customer loyalty program is tuned to identify its customer, visualize purchase patterns, segment its audience, and interact in timely and personally relevant ways that increase basket size, average order value, and, ultimately, customer lifetime value. For mid-sized retailers, customer loyalty is the path to level the playing field against the giants that can out-advertise and out-market, but can’t boast of the same connection to their customers.

Don’t miss TIBCO Loyalty Lab at CRMC!
Day 1, 11:30AM | Best Practices in Loyalty Marketing with Michael Greenberg
Day 2, 2:30PM | Orchard Supply – Neighbors Helping Neighbors

Customer Loyalty in a Real-Time, Noisy World

We’re reaching a point of saturation where the noise of the connected world can easily outweigh the value of listening. As social media use continues to increase alongside constant connectivity, the voices that matter most to us—the voices we’re loyal to—end up being the only voices we can hear.

The Saturation Point

When consumers hit the saturation point, they’re highly likely to take a step back from the marketing chaos and ask themselves “What matters most?” and “How can I escape the chaos?” They’re likely to limit their focus to the things and places they hold dear. This is exactly where brand loyalty matters more than ever.

The world won’t get any quieter. To make sure they’re heard, a brand needs to make up for increasing noise with better customer engagement that leads to greater loyalty. When a brand is in a trusted relationship with its customers, it knows its customers far better and offers a respite from the need to filter out the irrelevant. It offers peace from the dark aspects of constant connectivity.

Brands and Noise Filters

When a brand engages loyal customers wisely, it offers a noise filter and creates an appreciation from the customer; that leads to brand advocacy. Strong customer appreciation—strong enough to create advocacy—is a hallmark of the brands that enjoy much higher lifetime customer value and powerful networking benefits as their customers are more than willing to vouch for the brand and introduce others to its benefits.

A focus on customer loyalty is an excellent strategy for a real-time, noisy world.

For more on how to cut through the chaos in 2014, check out this TIBCO Loyalty Lab webinar, Top 10 Marketing Trends for 2014.

Going to Loyalty World US? Here Are 5 Las Vegas Shows with Loyal Followings for You to Attend

By Jeanne Roué Taylor

Loyalty World US is coming to Las Vegas.

And if you’re planning to attend Loyalty World US October 28th and 29th, you will no doubt want to get out and experience all the city has to offer.

But with so many options, what’s a marketer to do?

Sticking with the loyalty theme (of course), here are five Las Vegas shows with some of the largest and most loyal followings.

Cirque du Soleil

Cirque du Soleil’s “O” is made for Vegas. You’ve got your world-class acrobats, your synchronized swimmers, your divers, and your characters performing in, on, and above water to create a breathtaking experience.

It’s an aquatic blend of artistry, surrealism and theatrical romance in a timeless production. The show is inspired by the concept of infinity, which matches the line of thinking you’ll have when heading back to the office, filled with new ideas from Loyalty World US.

Le Reve

Le Reve takes its name from a 1932 Picasso painting hotel mogul Steve Wynn displays in his private collection. It’s a true journey of the subconscious mind with an intense blast of rain, fire and action at the outset.

Eighty-seven performers from 17 countries tell the story using a blend of aerial acrobatics, water ballet, synchronized swimming, comedy, and amazing feats of athleticism. You’ll see performers entering and leaving the stage through air and water. The stage even rises and falls with the water during the show, enabling an 87-foot high dive.

Blue Man Group

Visually stunning, wildly entertaining, hysterically funny – these are the words that have been used to describe Blue Man Group’s critically acclaimed show. Even though it’s difficult to explain exactly what it is you’ll be seeing, audiences of all ages agree that Blue Man Group’s show is an exciting and outrageous experience that will leave you in a euphoric state of bliss.

If you want to learn how to create a loyal following without using a single word while at Loyalty World US, Blue Man Group is the only “seminar” that can show you how.

Jersey Boys

You remember Robin Leach, right? He’s the Lifestyles of the Rich and Famous guy. Anyway, here’s what he says about Jersey Boys:

“The production, which is brilliantly staged with genius execution, rockets along at jet-smooth speed and one moment you’re laughing and the next tears well up.”

Jersey Boys, the Tony Award-winning Best Musical of 2006, takes you behind the music of Frankie Valli and The Four Seasons. You get to ride along with the band – up the charts and across the country.

Donnie and Marie

Donny Osmond is no stranger to Vegas. His first gig was performing with his brothers at the Sahara hotel at the age of 7.

The “Donny & Marie” show features excellent audience participation, and it’s funny and exhilarating. If you remember the Osmonds from your youth, this show will take you back to a special time in your life. If not, then this is your chance to connect with two of the best performers on the strip who still have what it takes to connect with the audience.

And that’s what it’s all about, connecting with your audience. We hope to connect with you at Loyalty World US in Las Vegas later this month. Register now for a 1:1 consultation with one of our loyalty experts, and request an invite to our cocktail reception at YellowTail Japanese Restaurant in the Bellagio on 10/28!

Customer Loyalty Becomes More Mobile, Real Time, and Personal

By Jeanne Roué Taylor

The science and art of customer loyalty are changing rapidly, and that’s not much of a surprise to most. As customers, we show our retail loyalty when bookmark our favorite brands and use our favorite retailers’ apps on our smartphones. We create our systems to filter out the noise and include just the valuable conversations.

This is exactly why TIBCO Loyalty Lab is on a non-stop journey to make customer loyalty interactions more flexible, seamless, and intelligent.

Customer Loyalty – Getting Even Stronger

Loyalty Lab Reward release 13.2 further enables real time marketing, sense-and-respond marketing, and adds mobile loyalty channels and clientelling to make it even easier for customers to sign up and have great customer loyalty-based engagement. It has never been more about the customer than it is today, and we can expect that trend to continue as technology puts the buyer in the driver’s seat.

Real-Time Marketing Event Processing

While many talk about real time marketing, there are few in the marketplace that have the ability to manage transactions alongside streaming data in-memory, rather than in databases that can’t scale at the speed of customer change. This speed enables the following to happen at the fastest speeds available:

  • Qualification and awarding of offers
  • Earning and redemption of points
  • Evaluation of customer-targeting profiles

Mobile Loyalty Channels

The addition of the Loyalty Lab Mobile Microsite gives program members access to their information where and when they choose, increasing customer activity, opportunities for engagement, and the perception of your program and brand.

Clientelling Expertise

This browser-based experience allows customer service representatives to add a very personal touch to their in-store interactions with customers. It gives the ability to quickly and easily enroll new members, look up existing ones, check point balances, and update basic account information across an array of devices.

Closing the loop between the in-store experience and customer loyalty initiatives is the difference between good and excellent customer loyalty management. Loyalty Lab Reward 13.2 is designed for a marketplace undergoing significant change and increases capabilities that every brand needs to have.  Learn more about Loyalty Lab Reward and check out the press release.

It’s All Relevant in Event-Driven Marketing

by Jeanne Roué-Taylor

Marketers have a challenge on their hands: the public that they need to reach and convince to buy is increasingly using PCs and laptops, mobile devices, and social platforms to decide when and where to shop. That puts enormous pressure on brands to understand the changing nature of exactly why, where, and how customers make buying decisions.

Event-driven marketing customer segments

And it isn’t just the changing nature of customer loyalty. With the arrival of smartphones and Big Data technologies, the amount of data available is increasing. As the data grows, it is becoming more diverse in source and structure, and accumulating faster than ever before.

Data Carries Events

Smart brands realize data isn’t just discreet bits of information. Data carries a series of occurrences (and non-occurrences) that technologists call “events.” These events are more than transactions and include anything that has meaning to the brand.  Events can be historical or immediate, one-at-a-time, or in correlated occurrences (as this event-driven marketing whitepaper and webinar explain).

Analyzing events in aggregate reveals patterns that are equally meaningful and were previously invisible to the naked eye.

Events are Relevance

It has never been more promising or challenging at the same time to pay attention to events. There is relevance “gold” in events, including the ability to understand very specific factors relating to event-driven marketing:

  • The customer’s immediate context – Is it daytime or nighttime? Where are they? Is there an open retail store nearby? How is the weather?
  • The brand’s immediate context – What inventory do I need to move? Where are my hottest items located? What is my competitor offering?
  • The customer’s historical contextWhat level of fan is the customer? What do they typically buy? When do they buy?
  • The brand’s historical context – What are my sales patterns for this type of customer? What do I normally sell in this weather or time of the year?

Relevance is Everything

Understanding the customer comes down to the ability to follow the precursors to a buying decision and understand the sequence of events as they happen. Event-driven marketing is the ability to know each discreet thing that leads up to a purchase and to be able to anticipate when and how to react as those events play out.  The ability to anticipate and react at just the right time is the true meaning of marketing relevance. (Learn more on right-time marketing in this webinar coming up on 7/18.)

These are exciting times to be a brand in a fast-evolving customer and technology landscape. Are you ready to be relevant?

So Many Acronyms…

by Jeanne Roué-Taylor

Everyone wants to categorize and define the increasingly fast evolution of how businesses sell and their customers buy. Getting ahead of the trend is everyone’s goal, but we know intuitively that some will prosper and others will be in their shadow. The prosperous will turn their customers into fans.

Customer loyalty management defined many ways

So many acronyms

A recent post talked about the expanding use cases for marketing and customer loyalty management amid all of this change. It also covered the blurring of the line between the two disciplines and the problems this creates in the enterprise divided up by department and function. Companies are struggling to adjust to a new model.

This new customer loyalty management model has been given many names depending on where published and what’s being sold. Some call it customer engagement management (CEM), others call it real-time interaction management (RTIM), digital experience management (DEM), or our favorite, customer loyalty management (CLM). Whatever it’s called, it boils down to turning customers into fans.

Turning customers into fans

Turning customers into fans is a powerful phrase around which we can align. It gets to the heart of what makes great companies stand taller than the companies that simply create customers and call it a win. Fandom is a momentum that moves an enterprise forward through multiple products and even through customer service or technical challenges. Great fans come to the stadium win or lose because they want to believe in their team. Fans actively cheer on their favorite.

Success has a formula

Turning customers into fans is much more than a phrase, though. There are specific capabilities that need to be part of the mix if turning customers into fans is your goal.

  • Social media – Social media has a critical role in capturing, engaging, augmenting and monetizing great customer experience.
  • Loyalty – There is no better way to deepen the relationship and turn a customer into fan than a well-executed customer loyalty program.
  • Exclusive Content – Fans expect something special and to have access to especially relevant content that makes being a fan different than being just a customer.
  • Gamification – Being a fan needs to be engaging and fun. Micro-incentives offered as part of continuous interaction shape the experience and reward the behaviors that benefit both fan and “team.”

Each of these four components is a necessary part of creating customer loyalty management for your brand. Having a system in place to deliver the components successfully requires analytics that constantly measure the success of social connection, loyalty, exclusive content and gamification. Analytics are critical to know what’s working and develop the course corrections that have to happen to continually improve upon a customer loyalty management system that creates and keeps fans.

Turning customers into fans is in reach for those willing to make the investment necessary to get started right away. Our modern times are unforgiving of those who don’t take advantage of the opportunity.

You Might Like: