Wednesday, February 10, 2021

Want More Loyal Customers? Offer a Community, Not Rewards.

Loyalty programs — that effectively bribe people into buying more of your products — are lazy. In the modern aspiration economy, people develop true brand affinity only when it gives them a sense of community. Membership strategies are an effective way to achieve that goal. To do this effectively, remember to focus on the micro, niche groups of passionate consumers. Create myths around the clubs you’re creating, helping people buy into your brand story.

* * *

The irony of most of today's customer loyalty programs is that they aren't about loyalty at all. They have more to do with an economic transaction than with true affinity for a brand. For example: some companies allow you to earn points for following them or writing a product review. This sort of bribery usually attracts the least loyal and least valuable audience — people mostly interested in claiming the reward not invested in the brand.

Publisher: Harvard Business Review
Date: 2021-02-09T13:35:56Z
Twitter: @harvardbiz
Reference: (Read more) Visit Source



Were you following this:

What Do Customers Expect From Agents? | ThinkAdvisor

Position yourself to outperform the rest of the field by following best practices and adapting to changes.

Publisher: ThinkAdvisor
Date: 2021-02-09
Author: John Graham
Twitter: @ThinkAdvisor
Reference: (Read more) Visit Source



NES customers frustrated higher winter bills than last year, despite similar temperatures | WZTV
logo
Publisher: WZTV
Date: 2021-02-09T20:00:26 00:00
Author: Kathleen Serie
Twitter: @foxnashville
Reference: (Read more) Visit Source



Sportbooks say pre-Super Bowl push for new customers scored - StarTribune.com

ATLANTIC CITY, N.J. — Scuba divers or astronauts on the International Space Station may be the only humans who avoided a barrage of advertisements over the last two weeks enticing them to bet on the Super Bowl.

But the expensive, ubiquitous come-ons succeeded in driving new customers to many of the nation's largest sportsbooks, boding well for the fast-growing legal sports betting industry in the U.S.

The gambling companies won't reveal exactly how many new customers they gained in the run-up to Sunday's Super Bowl, saying that is closely held proprietary information. But in general terms, they say the barrage of ads — many of which offered easy-to-win bets reserved for new players — succeeded in gaining them new customers they hope will continue to bet with them.

Publisher: Star Tribune
Twitter: @StarTribune
Reference: (Read more) Visit Source



Quite a lot has been going on:

Symend nabs $43M for a platform to help customers avoid defaulting on bills – TechCrunch

The pandemic-fueled economic uncertainty of the last year has led many to project that the rate of credit defaults among consumers will continue to wobble into 2021. Today a startup that has built a platform to help consumers mitigate that situation is announcing some funding on the back of more demand for its services.

Symend , which builds behavioral analytics that integrate with customer engagement products to help identify customers having trouble paying bills and suggests payment alternatives to keep them from defaulting altogether, has picked up $43 million in funding.

logo
Publisher: TechCrunch
Date: 2021-02-09 04:58:11
Twitter: @techcrunch
Reference: (Read more) Visit Source



Virginia Beach business credits supportive customers for staying open nearly a year into pandemic

VIRGINIA BEACH, Va. (WAVY) — A Virginia Beach business is crediting supportive customers and changes in business plans for how it managed to stay open nearly a year after the coronavirus pandemic started.

Last spring, 10 On Your Side interviewed Holly Herndon, the owner of AR Workshop, when businesses shut down due to COVID-19.

"We're a small business at the Oceanfront. We need people coming in to do our projects," she said at the time.

Publisher: WAVY.com
Date: 2021-02-10T01:40:32 00:00
Author: Kara Dixon
Reference: (Read more) Visit Source



Business owner who customers say won't finish projects has ties to another company | Call 4
Publisher: WSMV Nashville
Author: Caresse Jackman
Twitter: @wsmv
Reference: (Read more) Visit Source



Understanding Why Customers Separate from CSPs - UC Today

Customer needs are evolving. Many customers are prioritising enhanced communications, speed and transparency with services. In response, the cloud-based telecom provider market is rapidly advancing to keep up with these changing preferences. As telecom services become increasingly important to maintain collaboration within enterprises, Communication Service Providers (CSPs) must be strategic to ensure their customers get the most value from their telecom investments.

Publisher: UC Today
Date: 2021-02-10T05:24:58 00:00
Twitter: @uctodaynews
Reference: (Read more) Visit Source



Happening on Twitter

No comments:

Post a Comment