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CX Insights: LM CEO, Emil Sarkissian Chats with Kathy Ireland about Successful CX Solutions May 14, 2015

Loyalty Methods CEO, Emil Sarkissian, sat down with Kathy Ireland, on an episode of Worldwide Business with Kathy Ireland, recently to discuss the keys to implementing a successful Customer Experience (CX) solution. CX implementations can become quite complex, Emil noted, however zeroing and focusing on these key areas can help to reduce some of the complexities that are typically found in these types of projects. Those areas include the following:

  • Pick the rights strategy that will resonate with your target customers and one that will leverage the uniqueness of your business model.
  • Ensure that your technology solution is comprehensive and spans every touch point that your customer has with your brand.
  • Establish processes to consistantly measure your program and learn more about your customers.
Check out the video for more of Emil’s insights into CX solutions.

The Concept of Audience Consolidation Apr 17, 2015

An effective CX program often depends on the ability of a brand to centralize and manage data about its customers. Much like a real person, a brand has different circles of people involved with it at various levels of “closeness” and “interest”. For example, the following can be considered:

  • Anonymous people who browse online or physical properties.
  • People who signup for just the newsletter, but do not engage further, preferring to passively receive information.
  • People who create an online account or sign up for a store credit card.
  • People who have shopped the brand one or more times.
  • People who have signed up for the brand loyalty program.
  • People who have created content in relation to the brand, in the form of reviews, social posts, Instagram, Pincherest, etc.

This is just one example of how the different strata of engagement can be classified in order of increasing levels of engagement with the brand. At Loyalty Methods, we see the creation of such a taxonomy as a central framework for deriving effective CX strategies to move people from lower levels of engagement to higher ones.

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