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At The HON Company, making each customer connection a personalized one resonates.
As a result, The HON Company was named a finalist for the 2015 Loyalty360 Awards in two categories: Best Customers Insights in Loyalty Marketing, and Best Creative Campaign in Loyalty Marketing categories.
Awards will be handed out at the 8th annual Loyalty Expo presented by Loyalty360 – The Loyalty Marketers’ Association, which will be held April 27-29, 2015, at the Loews Royal Pacific Resort at Universal Orlando in Orlando, Florida.
Loyalty360 caught up with Stacy DeLong, Director, Loyalty & Dealer Programs, The HON Company to discuss his company’s customer loyalty approach.
Why do you think your creative campaign resonated so well with customers?
Sales reps receive a myriad of communications from a variety of sources so the communications from HONORS had to stand out from what else they receive. We use learnings from engagement tracking, insight studies and continuous contact with the audience to shape our communications – both with message and graphics. We personalize each contact and feature the use of readily identifiable logos, colors and awards opportunities on all correspondence.
What were some of the key customer engagement elements of the campaign?
Enhanced tools on the Program websites like Points Calculator and Points Tracker as well as the custom “HON WORLD” site where DSRs are engaged to take training courses, complete missions and answer short surveys, which allow them to earn program currency that can be redeemed for HON merchandise and awards merchandise.
How does HON define Customer Engagement?
HON uses a variety of engagement scores including: Website visits, page views and tool utilization, email open rates, contest participation, product sales, responses to surveys, phone calls to HONORS hotline, screen views, etc. Overall, HON views all “touches” with them as engagement.
What are you most proud of at HON from a customer engagement/customer experience perspective?
Our research shows that the most engaged and successful (highest sellers of HON product) sell product at a rate of more than 3.4 times more than those that are not engaged in the program.
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