Lisa Erickson isn’t one to let people sleep on their feelings about the purchase of one of her company’s products, even if that product is a high-end, ultra-comfortable Sleep Number mattress. Since mattresses have a purchase cycle of once every eight years or so, she sees no reason in waiting for their feedback until the next time they’re in the market for a mattress. As a result, Erickson, Sleep Number’s Senior Director of CRM and Loyalty, created a plan to engage them before they even have their mattress....

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