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Three Keys to Making Customer Loyalty
An Enterprise-Wide Philosophy
To make the most of customer loyalty, companies must see it as a philosophy uniting the entire business rather than just a marketing program.
More specifically, companies serious about attaining customer loyalty - and making the most of it once they get it - need to connect the business to the concept. They must think about the big data challenge resulting from digital opportunities in today's marketplace, and be responsive to change. But above all, they need to make their entire company customer-centric.
"You've got to be hungry for that success as an organization, but you also have to be aligned and you have to make sure that what gets executed across the business is consistent. How you do that within a big organization is a really big challenge," said Matthew Keylock, senior vice president, client solutions, dunnhumby USA.
Keylock spoke on "Improving the Customer Connection along the Path to Re-Purchase" at this month's LEAD Marketing Conference in Chicago. LEAD, produced by the Shopper Technology Institute, stands for Loyalty, Engagement, Analytics and Digital.
A loyalty philosophy isn't just a set of tactics to be deployed across the business, he said. It has to be a way of going to market, connecting the board room to the shop floor. Everybody has to be aligned about winning with the customer because if one piece of the business isn't going in the same direction, customers will be lost...
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