Last year was chock-full of lessons. We learned what the fox says. We learned about twerking (and wished we hadn't). Perhaps most important for marketers, we learned that having the right relationship with a customer can go a long, long way.
Of course, knowing how to effectively nurture those “right” relationships has become more complicated than ever –as numerous established brands found out over the past few months.
So, if we take a look back for a minute, what exactly did 2013 teach us about loyalty? Here’s what’s at the top of my list:
- Addressing your customers' needs must be priority Number One. Make sure your customer communications address how your brand can solve their particular pain points –i.e., don’t just tell them why you’re great. No one wants to hang out with someone who only brags about herself.
- Customers want a seamless brand experience. They talk about you on Twitter. They read about you on your website. They shop in your store. Make sure you're using systems that work together so the experience is consistent across all channels, on- and off-line.
- Showrooming doesn’t have to lead you down the discount rabbit hole. Your customers are showrooming because they're looking for a lower price, but you're not always going to be able to win that game. Instead combat showrooming with long-term data-driven strategies that build a great customer experience.
- It’s not worth trying to keep up with the Joneses. When you’re ready to beef-up (or launch!) your loyalty program, make sure your goals are focused on what’s right for your customers, not what everyone else is doing.
- Change happens. You can’t rely on “the way you've always done it.” Analyze your data. It will help you better understand where you've been and how to get to where you need to go.
And what do I see on the horizon for the year ahead? Well, I predict we’ll see some big changes in 2014. Winning brands will be focused more and more exclusively on:
- Truly personalized offers from data-driven marketing. You collect the data. You report on the data. Now it’s time to use that data to inform your decisions. Engage your customers with meaningful offers based on what they're telling you they want. If your customers senses you’re not paying attention, they'll stop paying attention to you . . . and start doing business somewhere else.
- Loyalty as a concept, not just a program. Think beyond the card. You’ll need to break down the internal silos that keep you from weaving loyalty into customer service, product development and all marketing communications.
- Loyalty that moves beyond discounts. Stop playing a game of chicken with your competitors about who can offer the lowest price. Create an excellent experience beyond just price point to show your customers that you’re loyal to them.
- Exceptional customer service. Data-driven marketing will help you earn the loyalty of your customers. But, all of your efforts will be for naught if you don’t have people (sales reps, call center workers, sales associates, etc.) who can truly deliver an outstanding brand experience. Data-informed programs, or all the technology in the world, cannot replace genuine customer CARE.
I’m dating myself when I ask this, but remember how the crowd greeted Norm when he walked into “Cheers?” (See what I mean and enjoy a few favorite Norm-isms here.) That’s how you want your customers to feel: welcomed, remembered and like what they need and want matters to you. Data-driven marketing makes it possible. New solutions that incorporate predictive analytics and personalization, like Teradata’s just released Customer Interaction Manager 7, make it easy.
So, here’s to a successful 2014 –with more data-driven insights, more personalization, more loyalty . . . and less twerking!
