Categoria: Marketing, Loyalty

NYT: Coltivare la Brand Loyalty anche con i “Clienti Difficili”

su da Gian Carlo Mocciin CRM, Customer Service, Marketing, Loyalty 
Sephora’s three-tier rewards program includes samples, tutorials and special events for loyal customers.Dado Galdieri/Bloomberg

AICEX SUMMARY: I Clienti si iscrivono ad un programma loyalty per i vantaggi, ma se poi continuano a farne uso è per le Esperienze.

AMERICANS are both more loyal and more fickle than ever before, judging by the number of customer rewards cards they have and the number they actually use.

Households, on average, hold membership in 29 loyalty programs across the retail, financial services, travel and other industries — that’s a total of 3.3 billion nationwide, up 26 percent from 2013, according to a 2015 reportby Colloquy, a loyalty marketing research company.

But most households use only 12 of those cards, a proportion that has dropped 4.5 percent from 2013.

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INC: 4 cose per migliorare la CX nelle Assicurazioni Sanitarie, e non solo …

su da Gian Carlo Mocciin CRM, Customer Service, Customer Experience, Marketing, Loyalty

AICEX: Valido per tutti i servizi che devono “funzionare al momento del bisogno”.

Originally published by Don Peppers on LinkedIn: Delivering a Frictionless Customer Experience in Healthcare Insurance

Healthcare definitely isn’t what it used to be.

In previous posts I’ve talked a great deal about the importance of ensuring that your customer experience is as frictionless as possible. And when I use the term “frictionless” I’m talking specifically about an experience a customer would find to bereliable (working well, with no flaws), valuable (not overpriced, easy to understand),relevant (specific to that customer), and trustable (designed to operate in the customer’s interest, proactively).

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Travel ed Entertainment stanno cambiando lo scenario Loyalty

su da Gian Carlo Mocciin Marketing, Loyalty

 AICEX SUMMARY: Le persone non desiderano dei punti, ma appartenere a coloro che ottengono dei punti.
Author: P.F. WILSON

Anyone with even a rudimentary understanding of marketing knows that customer loyalty and loyalty programs are changing rapidly. The old spend and reward model is quickly being supplanted by programs that focus more on customer experience. Organizations in travel, sports, and entertainment are leading the way in taking customers beyond the simple points accumulation model by reinventing the concept of loyalty programs and making them more experienced-focused.

Phil Rubin, CEO and founder of rDialogue, a customer loyalty and relationship marketing firm, recently chaired a panel discussion at the 9th annual Loyalty Expo, presented by Loyalty360 – The Association for Customer Loyalty, titled, “CX Getaway: Building Loyalty in Travel and Entertainment.”

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Il nuovo standard del Retail: Esperienze vs Prodotti

su da Gian Carlo Mocciin Customer Experience, Customer Journey, Marketing, Loyalty

cropped-aicex_rettangolare_bianco.png

AICEX SUMMARY: The US economy remains consumption-driven, but that consumption is moving to travel, entertainment and health care, and away from clothing and electronics.

  • Author: Paula Rosenblum
  • Original: http://www.rsrresearch.com/research/retail-s-new-normal-experiences-vs-things

It is becoming almost cliché to say that today’s shopper prefers experiences over things. In advertisements for its “Tiny House” series, HGTV quotes a millennial couple saying “We prefer experiences over things and don’t want all our money invested in our house.” Fade to a photo of the couple standing in front of the Louvre, and then back to their tiny house.

Cliché or not, the data is starting to prove out the statement. The US economy remains consumption-driven, but that consumption is moving to travel, entertainment and health care, and away from clothing and electronics. I’m certainly doing my part, deferring the purchase of a new iPad while taking a trip out to Los Angeles to see Adele (the concert package cost silly money, but was worth every single penny, if you’re wondering) and visit with some friends I hadn’t seen in half a lifetime.

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