Hyatt creates loyalty program with "The Hyatt GoldPassport" to engage its customers. This loyalty program is part of Hyatt’s
ongoing commitment to making all guests feel more than welcome every time they
stay. Hotel's members can enjoy exclusive benefits, such as earning five points
per eligible dollar spent to redeem toward free nights with no blackout dates,
room upgrades and airline miles. There are two elite tiers providing members
with even more privileges. This unique guest loyalty program is designed to demonstrate
our loyalty to all Hyatt's members worldwide.
In special occasions such as customer's birthday, new year and
Christmas, there are your opportunities to gives some rewards to all the loyal
customers who helped you grow and succeed because it can encourage and
influence them to keep coming back in long term. According to Customerexperience insight that presents 15 great ways to reward customers for their loyalty to built better relationship and thank your
customers for their loyalty by continuing to surprise and delight them with
several techniques such as Offer free goods, discounts and special buying
opportunities to regular customers shows them that you value their custom and
keeps them coming through your door.
Picture from : http://www.cmo.com/features/articles/2013/7/18/customer_retention
Building customer loyalty is
hard, but it is one of the most important things for your business because the
loyal customers are the group of people who will always supports and generates more incomes to your company.
According to invesp, the cost of attracting new customers is significantly more than that of maintaining a relationship with existing ones, and you have a
powerful incentive to keep that core group of customers happy
In order to achieve, the company should
design loyalty program to keep customers coming back in the future. According
to ideas for creating a customer loyalty program whichmany companies have implemented customer
loyalty programs based on transactions with promotions and discounts, and
others have instituted programs based only on gamification and engagement.
Although both structures have seen success in the past, they have been
predicated and built on a brand-led choice, rather than from the customer
perspective. Loyalty design was assumed to be a brand’s choice, and success was
independent of that design.
In nowadays, a number of new
programs have appeared with a clear idea of a customer-centric loyalty
approach; one that combines customer excitement with a use of relevant
transactional opportunities. This discovery of the right program structure has
over time become based upon an understanding of relevancy to the customers and
financial sense to the brand.
Starbucks is one in the top 10 Companies With The Best Customer Experience because providing a great customer experience was part of the Starbucks business plan from the beginning. Starbucks focus on the atmosphere, quality Coffee, customer service, and partner (employee) satisfaction. The brand try to search for a place where people could lounge with a good drink and friends or maybe just a book with a friendly and welcoming environment.
From the above videos, Starbucks considers in all factors to meet customer satisfaction and engages them in all touch points. This can summarizes into three factors which include with
- Atmosphere: Every time you walk into a Starbucks, you know you will be greeted with a smile and a friendly attitude. All customers can feels homes, relax working and enjoy to meet their friends.
- Continuity of Brand and Product: Every Starbucks has a similar feel, and your drink order will taste the same in everywhere.
- Employee Satisfaction and Training: The training of customer relationship to the staff, in both how to be personable with customers and knowledge of the product offering provide a superior experience that the Starbucks customers base has come to expect.
In every market segment, most of business assumed that the keys to success were the highest quality product, the best value for the buck and the best customer service. Now all we hear about is providing the best “customer experience” which is the relationship between your customer and your company resulting from all their interactions with your company during the customer life cycle the company have to considers in all touch pointby using a customer journey map to gain more insight into how customers engage with your company.
From the above video which Motiv Strategiesshows the understanding of customer mapping that the company should looks carefully about customer point of views, actions, question and barriers to understanding how the company can supports the customers in their journey from the beginning till the end of process because this is accomplished by orchestration touch point which being any interaction point between the customer and your brand.
Picture from www.customerthink.com
This is the example of customer journey map that tells the story of the customer’s experience from the awareness through the process of engagement and into a long-term relationship. It may focus on a particular part of the story or give an overview of the entire experience because the company have to identify key interactions which include with customer's feelings, motivations and questions for each of all touch points.
There are the processes of tailoring pages between your company and individual customer' characteristics and preferences. Generally used to enhance online customer service or e-commerce sales, personalization is sometimes referred to asone-to-one marketing because the enterprise's web page is tailored to specifically target each individual consumer.
Both elements can meeting the customer's needs more effectively and efficiently, making interactions faster and easier and, consequently, increasing customer satisfaction and the likelihood of repeat visits.
From the example on above figure, KLM, the international airline creates
"KLM surprise campaign" to surprised its customers by using
foursquare or Twitter search the name of passenger who mentioned that they were
taking a KLM flight at Amsterdam Airport. Then, using the information the customer provided about
him or herself on social media platforms to greet them and give them a
personalized gift.
In the past, most of company use passive customer service in which they can use CRM program for only receives customer's feedback or comments when customers call to call center, but in SCRM, the company can opens their social media channels as theactive customer service channels to search or find their customer's respond in several pages through social media by themselves and fix it immediately.
According to the above video, Dunkin' Donuts use active customer services continue to improve Customer Relationships (CRM) and engage its customers through social media because Dunkin Donuts aimed to growing and maintaining a highly engaged global online community of Dunkin Donut fans by using the social media team’s for Dunkin’ Donuts in headquarter coordinate with public relations (PR) agencies to support in local markets and brainstorming for update, answer the question, controls and creates promotions on Facebook pages, Twitter and other channels.
Another above example is the case of Comcast which their customers
are looking for specific help to fix their problems. If their wireless Internet
isn’t working, they want to know how to fix it. If their television connection
is out, they want to know how to repair whatever is broken.To provide each
customer with a timely and helpful response, Comcast’s Twitter account is
managed by a team of people who can quickly offer technical support and
troubleshooting tactics for a variety of issues.
Because of the growth of internet, most customers interest to use social media to communicates through social networking sites, such as Twitter and Facebook. According to Jacob Morgan, coauthor of "Twittfaced," describes the difference between traditional customer relationship management (CRM) and social CRM (SCRM) which social brings a new element into CRM because now instead of just dealing with data and information that deal with conversations and relationships. These conversations and relationships can take place not just from company to consumer but also from consumer to consumer. Think of Twitter as a simple example. Let’s say you are a large brand on twitter and you are building relationships with your followers but you also have the ability to build relationships with and listen to and engage customers that are having conversations about you.
From the previous post about UNIQLO, I think the interaction
can takes only a quick glance, maybe three seconds, for customers to
participates with you when you meet for the first time. In this short time, the
other person forms an opinion about you based on your appearance, your bodylanguage, your demeanor, your mannerisms, and how you are dressed.
In order to
create first impression during the interaction with your customer, Lee Polevoi
shows aboutHow to Make a Great FirstImpression on Customers that can be nearly impossible to reverse or undo,
making those first encounters extremely important for they set the tone for all
the relationships that follows because they are in your social life, it's
important to know how to create a good first impression with all of your
customers.
Picture from : https://brodypro.com/in-praise-of-proper-business-protocol/
According to Philadelphia racked, UNIQLO, the
world casual wear fashion retailer under Fast Retailing Co., Ltd focuses on customer service and in-store experience to
manage “customer buying process”
from the beginning until the end of service in Japanese standard. The company creates "employee practice" as the management principle rules to make its business systems perfect and customer complaints are easily handled. In each day, customer advisers must repeat the six standard phases to greet and interact with shoppers as the following
“Hello, my name is ........., how are you today?”
“Did you find everything you
were looking for?”
“Let me know if you need
anything. My name is ....."
In business, customers can call, customers can interact, and customers will even vent at you anytime. But the truth is, each interaction which provides information about how your company can do better. but the important process that you can generates your revenue, success your goal and engages customer in long term is customer interaction because if you put customers first in everything you do, you’ll see that complaints are just another chance to wow them. According to UNITIVE that shows 6 Ways to Improve Your Customer Interactions to improves customer satisfaction, training methods, customer recovery, employees motivation, operational procedures and speedy transaction. These because positive interaction with customers can offers businesses valuable connections with buyers, business partners and contacts. Improving these connections requires putting special effort into designing standard interactions that go further than a simple customer service script. Anyone can read words off a page, but valuable customer service exchanges require a variety of more advanced and natural responses
Yesterday, I went to shopping at Tesco and I really impress
with its service from the beginning of my shopping until the end of purchasing
point (cashier) because when I ask something during my shopping time, all
staffs are nice, smiles and polite. They can answers the place and information
of some products correctly. It can make me easy and happy my time in Tesco.
To see how
Tesco provides the good relationship to its customer, I found some video and CRM information to shows its good service and relationship that Tesco make me enjoy.
Money
can't buy one of the most important things you need to promote your business
relationships. How do customer relationships drive your business? It's all
about finding people who believe in your products or services and when it comes
to tracking these people down, you have two choices between you can do all the
legwork yourself or spend big marketing dollars. But that's like rolling a
boulder up a hill. You want to drive your business into new territory, but
every step is hard and expensive. There's another less painful and potentially
more profitable way.
Pam Baker provides Six tactics to make your CRM strategy more effective that you can create the program to develop a good relationships with people who don't just understand your particular expertise, product or service, but who are excited and buzzing about what you do. You stay connected with them and give them value, and they'll touch other people who can benefit your business. Powerful relationships don't just happen from one time meetings at networking events you don't need another pocketful of random business cards to clutter your desk. What you need is a plan to make those connections grow and work for you and it's not as hard as you think.
If you work in
sales or marketing, you've probably heard CRM, the three-letter acronym tossed
around before because CRM or customer relationship management is the principles practices, tactics and
guidelines that can help the organization when its interacting with value
customers.
With CRM, you
can store customer and prospect contact information, accounts, leads and sales
opportunities in one central location, ideally in the cloud so the information
is accessible by many, in real time because a few businesses can survive the
first interact with a customer if they aren’t well prepared. Therefore business
owners should know that as soon as they open their doors to customers, they are
subjected to changes in the very fabric of their business.
Intel Corporation had recently made inroads in marketing their microprocessors to computer manufacturers, but wanted to take things a step further and find a way to market directly to the end user. In doing this, they believed that consumers would become more informed about what distinguished high-quality microprocessors, and hopefully seeing Intel’s products as superior, they would demand computers with Intel hardware. Their advertising agency came up with the slogan "Intel. The computer inside" which was soon shortened to “Intel Inside” and Intel set up a marketing program in which they offered to share the cost of print ads for computers if their logo appeared in the ad. This can help Intelraise consumer awareness regarding PC microprocessors in general and the Intel brand in particular.
From stage 1, The key elements in creating customer pull is using solution messaging that connects to customer needs. In Stage 2 of this process or action, it is well understand by technology vendors who has been described effectively by leading marketing consulting firms because there are education phase, solution phase and decision Phase that vendors need to provide messages and materials to assist customers in this process However, before Stage 2, the critical to creating marketing pull can happens because in stage 1,it is about generating customer interest through thought-leadership messaging and activities that create awareness and interest for your offerings. Normally,the small companies are often understand and execute well in this area, but larger companies tend to act like this stage has already occurred for their products even when they enter new markets and products that are quite different from their core product as the following figure.
Photo from https://climboutofthebox.files.wordpress.com/2015/01/2-stages-of-customer-buying-process.png
From the previous post that show how to change visitors to be fan by starting with creates customer awareness since they interest in products or services. In this post, I will shows the way to create awareness in terms of a “hook” target customers to interest in the company or brand as in Hook New Customers because it can addresses the customer question, “Why should I care?”as the figure below. In addition, the hook also creates "Customer Pull” that can results in inbound inquiries and positive word of mouth which the company should be considers for any buying in their categories because the clearly pull has many positive benefits in terms of generating top line revenue and in lowering costs for marketing and sales.
This is the process from customer engagement process with the tactics to create that can changes you visitor to fan.Normally, Customer engagement occurs over the lifetime of your relationship with the customer from the first time that they hear about your company until they become a client and ultimately an advocate.
The way that customers engage with your company can comes in many forms, including interactions with customer success and participation in user groups, conferences and advocate marketing because it's the chance of your company to engage them to be repeat customer or fans to supports your company all the time.
Before you create the engagement with your customers, you need to identify the target market by working out who will be using your product or service and what their habits are because this will help you to determine how you will engage your target group of customers and work out how much you will spend on marketing. In How to Identify Your Target Market shows that you have to segment the market by demographics, geography, buying behaviors and psychographic such as lifestyle, interests and personality traits because it's allows you to manage your marketing efforts and to become effective. Moreover,Market Size is another important factor because it is the size of the market you are going after to determine if it is large enough to make your business profitable. If the market potential is too small, you may not have a viable product or service to sell.
As I like to watch football, one day I feel wonder about why
the fans in England football club such as Manchester United, Arsenal, Liverpool
are really crazy with their favorites club deeply? They are happy when their
team wins and they are cry when their team loses. Moreover, some of fans never
had been to England but they love and adjoint with their team. I think this is
“passion” that they think as they are a part of the team.
In business,
the company can also develop the passion of customers in order to make all
customers can see brand’s fascination and engages with the brand same as the fans
in football team, it can runs by using customer strategies that include with
customer relationship management (CRM) to focuses on the good relationship with
customers and customer experience management (CE) to creates the good
experience to customers. When customers perceive all best practices from
company continuously, the engagement will happens as CRM+CEM=CE
In this blog I will shows how to built the engagement with customers as the following objectives
- To help the businesses increase their brand loyalty.
- To increase customer retention in businesses.
- To help the businesses improve their revenue and sales.
- To ensure brand promotion in businesses.
- To help the businesses improve their brand reputation.
