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Loyalty360 engaged Bill Baker, CEO at The Lacek Group, to talk about how customer loyalty has evolved, new possibilities for the loyalty industry, and the new technologies impacting the loyalty landscape today. For more than 25 years, Lacek has built a reputation for winning the hearts and minds of customers across multiple marketing channels using customer data to design, build, and maintain loyalty and CRM programs for industry-leading clients.
Please provide us with a little background on your role at Lacek and what makes the company unique in its offerings.
Baker: The Lacek Group has been in business for 30 years, and I’ve been with Lacek for 27 of them. Our focus is on customer devotion to brands. Our ground-up approach gives us a singular ability to connect strategy to implementation. Lacek knows how to motivate customers, create emotional engagement, and connect customers to the brands they love.
We deliver a tailored combination of art and algorithms — honing our creativity with data and vice versa. In fact, we have about as many talented folks on our creative teams as on our data teams. We leverage data to design the most compelling and effective personalized communications. Lacek boasts a 30-year heritage of assigning integrated teams of strategists, practitioners, data and technology specialists, and best-in-class creative professionals. We have decades of proven experience creating and growing programs and initiatives that perform.
Lacek’s strengths come out of collaborations with our fantastic clients. They invite our holistic participation in their efforts to develop and deepen their customer relationships. We strive to be trusted advisors and effective partners to our clients. And that’s only possible through the tireless efforts of my Lacek colleagues. I’m blessed to work with them, and I want Lacek to be their employer of choice. Our leadership team works hard to make that happen.
As CEO, how do you demonstrate what is important to Lacek/company values to the organization you lead?
Baker: I try to lead by example, looking in the mirror and holding myself to the values implicit in our agency credos:
That I was authentic and caring — and there when they needed me.
*Inspired by the quick-fire portion of Inside the Actors Studio.
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