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Baesman is a customer loyalty technology provider and agency that helps brands better understand their customers and offers support as they build more personalized relationships with them. Baesman has a diverse portfolio of clients, several of which are leaders in the retail and healthcare industries.
With retail brands searching for innovative ways to differentiate themselves, understanding customer preferences and delivering the right message “in the moment” is critical. By leveraging customer data and developing targeted campaigns, brands can deliver communications, offers, and rewards that truly resonate with customers.
Mark Johnson, CEO of Loyalty360, spoke with Kim Welther, Vice President of CRM & Loyalty at Baesman, about customer loyalty and how personalization leads to a better customer experience. Welther worked for various customer loyalty agencies before arriving at Baesman and now oversees Baesman’s CRM and Loyalty Agency Division.
Personalization at Scale
As brands seek to build the right personalization strategy into their customer loyalty programs, it’s imperative that they evaluate the resources available to them as well as the ability to implement initiatives at scale. A planful approach allows brands to target when, through what channel, and with what tailored communications they want to send to their customers.
“Right now, we’re focused on personalization at scale for brands and trying to unlock the right message at the right time,” says Welther. “Every brand we work with is in a different stage of that journey, and we’ve been working on building out the best strategy for them to reach that next step.”
With a focus on the individual customer experience, brands can zero in on personalized rewards and benefits that enhance the customer journey at each and every touchpoint. This level of personalization requires proactively listening to customers and giving them a voice in how they want to receive communications from the brand.
“If we're emailing a customer all the time, and if that customer hasn't opened those emails, we need to stop talking to them in that channel. We need to prioritize the channel of engagement for that customer,” explains Welther. “We’re assisting brands as they build that customer journey at that individual customer level, which can drive customer savings, build a deeper connection and ultimately drive more sales for that brand.”
Staying Ahead of the Curve on Loyalty Trends
Customer loyalty is a rapidly evolving industry with new technology and strategies being tested by brands with varying degrees of success. Welther has two takeaways from her experience in the loyalty industry that can give brands an edge over the competition while building a strong foundation for further loyalty success.
First, she notes that there has been a shift in organizational structure, as brands place a greater emphasis on the parts and pieces that help build a cohesive customer loyalty strategy.
“I’m seeing that the structure of the organizations handling loyalty and marketing has been divided by channels,” explains Welther. “So, you have more leadership roles for heads of Ecommerce or Digital and new titles like Chief Customer Officer, which allow brands to make the move to putting the customer first.”
This division of labor allows teams to prioritize customer needs while having dedicated resources focus on specific channels and customer touchpoints, each of which may require nuanced expertise, such as email, mobile, web, and in-store experience. This organizational evolution can be tied back to the need for a greater focus on personalization, which in turn will enhance brand trust and reputation.
Welther notes another significant loyalty trend — the pivotal role of personalized marketing versus mass communications. A one-size-fits-all approach sacrifices the data collected from individuals to appeal to the masses, making the loyalty program less attractive when that technology could be otherwise leveraged to make a more tailored experience.
"There are a lot of points within the customer journey that the more personalized marketing approach is critical,” says Welther. “Some of those moments might be influencing their next purchase, so how do we incentivize that second purchase? Or it could be focusing on those storytelling moments around loyalty programs and informing members of those benefits.”
Balancing these aspects within a loyalty program is imperative for organizations to improve customer engagement and brand trust, especially in highly competitive verticals such as retail.
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