Webinar Focuses on Data-Led, Customer-Centric Strategies

As consumers’ buying behaviors continue to evolve, the challenge for brands to better understand the customer is more important.

“Companies need to implement a data-led, customer-centric strategy that delivers actionable insights into customer loyalty in order to stay relevant,” says Christian Selchau-Hansen, CEO and co-founder of Formation, an enterprise software company that optimizes the customer journey through personalized marketing experiences.

Selchau-Hansen is sharing his company’s insight into the world of customer loyalty and engagement in a webinar, “The 3 Steps to Future-Proof Your Customer Loyalty Strategy,” presented on August 27, 2020 at 1 p.m. ET. Registration is available by going here.

The webinar will delve in the difference between a data-driven and data-led organization, Selchau-Hansen says, and why it’s important to be data-led in today’s changing landscape.

Formation has devised a 3-step-process that allows brands to implement data-led individualized strategy for their loyalty program. It allows brands to react to changes in customer behavior in a flexible and agile way.
“It’s really about how behavioral offers lead to greater customer loyalty and lifetime value,” Selchau-Hansen says.

Formation uses artificial intelligence and machine learning to continuously learn about customer preferences, analyzing their interactions and fine-tuning of offers across digital and physical channels. Their offer-automation platform leverages continual insights into each customer interaction to make subsequent offers smarter and more effective.

“This approach enables brands to create and deliver unique customer experiences that drive business results and foster deeper relationships with their customers,” says Selchau-Hansen, a 20-year tech veteran who helped develop new products and drive growth at companies like Square and Zynga.

Prior to launching Formation, Selchau-Hansen was a partner at BCG Digital Ventures, using his experience to advise large companies and incubate innovative startups. He earned his M.B.A. with honors from The Wharton School of the University of Pennsylvania, and has bachelor’s degrees in mechanical engineering and economics from Rice University.
 

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