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In recent years, there has been a dramatic shift in consumer behavior, especially where it concerns brand loyalty. Points and discounts are no longer enough to keep customers motivated. Brands must reimagine their loyalty programs to meet customers where they are: in the stores, on the web, in the app and most recently, in the metaverse.
Mark Johnson, Loyalty360 CEO, spoke with Natasha Janic, Senior Product Marketing Manager, Loyalty Management, for Salesforce, about the company’s recent customer loyalty guide, The Reimagined Loyalty Playbook, as well as how brands can drive more personalized experiences, engagement and, most importantly, customer loyalty.
Founded in 1999, Salesforce began as a SaaS (software as a service) company and was the first cloud-based CRM, SalesCloud. The company expanded the offering from sales into service, marketing and e-commerce clouds, and most recently launched Slack messaging app.
Sales are contingent on customers, and with that fundamental in mind, Salesforce created within its abundant offerings, a customer loyalty product: Customer 360. Customer 360 goes beyond retail, travel and hospitality, and works to provide customer loyalty solutions to all industries.
Janic and her team have recently witnessed a variety of diverse, cross-industry use cases of customer loyalty. Utilizing the tools within Customer 360, Salesforce offers solutions to industries from traditional retail, travel and hospitality, to consumer goods, manufacturing, financial services, comms and media. “Everyone is talking loyalty,” says Janic.
The Reimagined Loyalty Playbook
The company recently released a guide on loyalty programs today, The Reimagined Loyalty Playbook. In the wake of the Covid pandemic and the rise of web-based technology, brands have witnessed a dramatic shift in consumer behavior.
During continued research as the company launched Customer 360, Salesforce relied on feedback from its clients that shed light on changes in customer behavior, especially as it related to brand loyalty.
“Many of our customers are looking for best practices to navigate this new era of loyalty,” says Janic.
The guide is meant to serve as a starting point for companies looking to launch a new program or those looking to reimagine their current program. Readers will learn:
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