• A Boutique Approach to Loyalty, in Four Steps

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    When it comes to competing against low-priced giants, specialty shops should ignore the specials and focus on the personals. This is among the key findings of a recent report by LoyaltyOne, “ Four Ways to Win for Independent Retailers .”...
  • Customer Experience Maturity Framework

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    Customer experience maturity happens only through a concerted roadmap designed to guide your organization from its initial efforts to its achievement of differentiated customer experience (CX) with sustained return on investment. When I managed customer...
  • Great Time to Be a CMO, If You Are Among the 20 Percent

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    Influence can be a magnificent vehicle in the C-suite, but if you are a chief marketing officer, you better make sure that vehicle is well powered or you risk hindsight that is more 80-20 than 20-20. This is the basis of two recent research reports...
  • Salesforce.com and Customers for Life: The Company You Keep

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    A lesson business owners and executives learn fairly early in their careers is that success is not found in what you make but in what you keep . This is true when it comes to revenue, and especially true when it comes to customers. Loyal customers reflect...
  • Amex EveryDay: A Question of Partners vs. Dilution

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    I remember the day I received my first American Express card as the day I had arrived. The card and its gladiator icon represented status, accomplishment and all of the milestones to which I aspired. Now American Express wants to offer that aspirational...
  • The Rise, and Rise, of the CDO

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    I once wrote that one of a business leader’s most valuable assets is also the least likely to be quantified. How does a chief accountant measure what inspires a customer? The answer, I now am finding, is that the chief accountant does not. Rather...
  • Tipping Points in an Economy of One

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    From one-to-one to peer-to-peer, the relationship between consumer and brand has been tipping over the past few years, and the consumer is the one gaining scale. I first saw the makings of this transition two years ago, while writing my book “The...
  • Case Study: Vail Resorts’ Smart Passes Peak Engagement

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    The initiative: Vail Resorts’ RFID Passes In a nutshell: In 2007, Vail Resorts began embedding RFID chips into its passes so it could more quickly and easily check tickets at airlifts. The single- and multi-day ski passes, which are issued at...
  • 5 Lessons Marketers can Take from the Super Bowl

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    I didn’t go into the Super Bowl being a fan of either the Seahawks or the Broncos, but by the end of the game I was once again reminded that this annual spectacle can teach us marketers quite a few things about engagement. It wouldn’t have...
  • News Flash: Media Company to Launch Loyalty Program, Edits Traditional Model

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    One of America’s leading media companies is planning to test a loyalty program, but keeping that headline above the fold will require an initiative that stands above the fray. The CEO of the E.W. Scripps Co., which operates 19 TV stations and...
  • Model for Customer Experience Management Strategy

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    Strategy for customer experience management is lacking for most organizations, according to numerous studies, and lack of strategy is a cited widely by customer experience (CX) practitioners as a key obstacle to achieving business results. [1] A close...
  • American Express: Turning the Corner Store into a National Movement

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    Provided by Mbooth & Associates When I was a college student I ran a small business painting houses. It only lasted a couple of summers so it never required a line of credit or even a credit card. But if it did, I’d likely go with American...
  • How Loyalty Marketers Can Balance Hard, Soft Benefits

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    Of the 33.5 million citizens of Canada, more than 5 million belong to a loyalty rewards program operated by a single bookstore chain. That level of market penetration results from a unique package of benefits that responds to the challenges of the digital...
  • Show Them Your Loyalty, Treat Them Like Royalty: How Customer Engagement Can Be the Key to the Kingdom

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    Forget about points promotions, coupons and offers. When it comes to making consumers feel genuinely special, many loyalty programs are missing the point today, because they are not recognizing what is special to their customers. These are the finding...
  • Perks in participating in B2B research

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    It would be great if you as a marketer if you can spend some time contributing to this B2B research! Get Special Perks for Participation In 2005, MathMarketing and MarketingProfs published a groundbreaking study that examined how sales and marketing...
  • Combining loyalty programs: A how-to guide for execs seeking seamless integration

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    Fewer words will test the mettle of a loyalty plan operator than these: Merge 100 million frequent flyers, and do it without a hitch. That is the number of loyalty plan members American Airlines and US Airways will have to combine once the two companies...
  • Tips to managing the most under-leveraged factor driving customer loyalty

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    Of all the things that can motivate customers to return to your business—the convenience, the special services, the excellence of your offering, the points you offer—the single largest factor in driving customer loyalty may be the quality...
  • Winning teen loyalty: How marketers can tailor their approach

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    I remember my teen's first loyalty card offer she received in the mail — a vivid red envelope suggesting she apply for a Delta Skymiles-branded American Express gold card. I had signed her up for a Delta Skymiles account when she was a baby...
  • How a classic element of loyalty marketing keeps customer engagement flowing

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    The concept of flow (or in a more popular description, “Being in the zone”), is applicable to most activities in which people become immersed, whether it's golfing or playing music or solving complex work problems. But the link of flow...
  • Don't Confuse CX Technology with Customer Experience Management

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    You're a customer, so you're a perfect judge of logic when it comes to the ways companies are trying to get ahead with customers. First of all, let's face it: when you buy something you want it to be easy to get, function flawlessly, and allow...
  • Internal partnerships fuel important Enterprise Loyalty wins

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    As a football fan, I enjoy the ESPN "C'mon Man!" segments in which the announcers show game footage of players' missed opportunities, and urge them to work to their true potential. Sometimes I'm tempted to give a hearty "C'mon...
  • Chief Customer Officer as Change Agent

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    In any journey, it pays to have an expert guide — and that's particularly true in any company's ongoing journey toward superior customer experience. Some companies have appointed a Chief Customer Officer as their expert guide, to ensure...
  • Casting a wider net: Unexpected sources of loyalty program creativity

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    I always have to suppress a big gulp of apprehension when I hear The Question. It comes all too often, from marketers and loyalty practitioners eager to spark up their programs: "What's the best example of creativity in loyalty in my industry...
  • Increasing the Value of Marketing Operations

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    Value is what most things in business are about. And in Marketing Operations , best-practice companies are reaping higher value as they evolve toward a more sophisticated scope for what Marketing Ops (MO) entails. As you can see from the following excerpt...
  • Marketing budget as a percentage of revenue

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    Is there a publication or website that reveals the typical marketing budget as a percentage of revenue? Thank you.