When a customer buys something it should be a positive experience. They should want to come back time and again. If you’ve ever had a bad retail experience, did you go back?
Unhelpful shop assistants, like outdated digital check-outs, or poor customer service and slow loading e-commerce stores, all serve to turn customers off. Many stop being loyal, and failed attempts at a purchase rarely result in a second.
Most won’t complain either. This silent churn hurts brands more than negative feedback.
The best way to counter this is through building long-term engagement and awesome customer experiences, both on and offline.
A group of best in class brands, marketing experts and hundreds of others are meeting at the Renaissance Dallas Hotel, Dallas, TX on 10-12 November, to discuss and debate these very topics. The Engagement & Experience Expo 2014 – third year running – brings together those who’ve succeeded and creating successful engagement strategies with those who are learning how to do the same for their own brands.
Treating Customers as VIPs
When Ruum American Kid’s Wear bought the 77 Kids from American Eagle Outfitters they knew they were faced with an uphill struggle. Without a clear strategy it would be just another kids clothing range. Ruum needed to take a different approach, if they were to rise above the noise.
Ruum VP of Operations, Moshe Dabah, working with an in-house marketing team, devised a strategy which turned customers into loyal fans and brand advocates. They rolled out an engagement program which drives 70% of sales, with revenues coming from 90% of customers enrolled on the loyalty scheme. For them, this empowered group of customers are their most profitable source of repeat revenue and acquisition channel.
In one of the sessions at the Expo Dabah will tell everyone just how they did it.
Brew A Personal Experience With Millions of Fans
Personal engagement is surely somewhat easier when you have hundreds of thousands of customers, the right strategy and tools. But what about when you are a global brand, like Starbucks?
With humble origins in Pike Place Market, Seattle, WA, in 1971, the once cool and quirky coffee shop chain has become a global brand. Currently they have over 23,000 stores in 65 countries (13,000 of them are domestic), 160,000 staff, and revenues of $14.8 billion. While far too ubiquitous still to be cool or quirky, Starbucks does have a very loyal, fan-like customer base. Even misspelled names on coffee cups is part of the charm.
Alecia Craft, Director, Innovation, Testing and Drive Thru for Global Operations is also holding a session to explain how they use big data, customer insights and test the ROI of new experience initiatives.
These are just two of numerous sessions with experienced professionals at the Expo. The key takeaway is that positive customer experiences can be created on a large or small scale, with the right strategy and tools. A deeper understanding of your customers, which behavioral data highlights, is a driving force of effective engagement strategies.
Download our free guide, Amp your Lead Gen w/Next Gen Social, and learn what really matters with behavioral data, engagement and marketing automation.