Tag: loyalty

Perchè il caffè freddo costa più del caldo?

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

AICEX: Il prezzo delle cattive Esperienze: una signora ha chiesto 5 Milioni di Dollari di danni a Starbucks per il troppo ghiaccio nel caffè.

There’s A Good Reason Why Iced Coffee Costs More Than Hot
Yes, iced coffee seems expensive. But if it’s real and good, the price tag may be warranted

Yes, it’s annoying: You walk into a coffee shop on a hot day, order an iced coffee, and then are dismayed to learn that the transaction neared—if not eclipsed—$6. For just a cup of coffee.

If the economics of cold coffee have disturbed you, you’re not the only one. Earlier this week, a woman sued Starbucks for putting too much ice in her iced coffee cups, thereby giving customers less product. She’s asking for $5 million.

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Nell’Omnichannel Canali e Journey sono davvero importanti?

su da Gian Carlo Mocciin Customer Journey, Customer Neuroscience, Digital, Design, UX, Social, Media, Mobile

AICEX SUMMARY: Omnichannel requires framing the customer experience in human customer terms, not in technology or messages.

The term omnichannel is becoming ubiquitous. However, it may be one of the most misunderstood terms in retail today. Omnichannel is often equated with retailers using multiple channels to sell to customers. While multiple channels are now a reality for selling, what is driving the disruption is the change in customer behavior. Consumers literally are shopping everywhere, anywhere all the time. This new behavior is often described as the “customer journey.” Today’s customer’s path to purchase is certainly not linear. But, what does this new trending phrase for retailers really mean? Is it a better way to go to market to reach customers? The potential pitfalls of trying to map the “journey” would indicate caution.

Why this is important: Marketers and retailers still struggling on how to reach omnichannel consumers, are turning to mapping the “customer journey.” The irony is that the solution may really be much simpler — become channel agnostic.

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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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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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