Brian Tervo, President and CEO, TIE Kinetix, North America told Loyalty360 that any brand that aspires to being truly customer-centric must have a “top-down” commitment.
“For companies who do it right, it has to flow from the top down and permeate all the different channels a company goes through−employees, management, how people are measured, and how resellers interpret your brand,” Tervo said.
Tervo said it’s easy to spot the brands employing a customer-centric business model because they use virtually the same KPIs in every area that drive the same customer behavior.
“The way people consume content now, they’re getting it from so many different places, if it’s not permeating your culture into all areas you’re touching customers, you’ll have an uneven experience and definitely see it in the numbers,” Tervo said.
TIE Kinetix is a content syndication provider that helps vendors facilitate interaction with their channel partner community. TIE Kinetix allows companies to syndicate more than just web content, but also social media posts, whitepapers, extranet portals, and SEM campaigns. TIE Kinetix automatically rebrands the vendor material to reflect the partner’s logo.
TIE Kinetix is a 25-year-old global company with annual revenue of around $30 million.
“What we try to do is help brand owners, especially those who sell through a third-party channel, to connect more effectively to the end user,” Tervo explained. “We give them tools and technology to deliver those personalized digital experiences through their partner networks to empower partners and create engagement for them that helps them connect with their target audiences.”
Consumers are constantly doing research online before selecting a retailer to purchase from, Tervo said.
“We give brand owners real direct access to those consumers,” he said. “Besides pushing out engaging content about products and services, we can have input from consumers themselves. They can then offer better servicing based on consumer feedback. Any kind of digital experience we can syndicate that out through their partners and third-party network. It’s an enormous opportunity to increase customer satisfaction levels and provide great engagement.”
Tervo offered an example of what his company offers.
“Let’s say you’re a regional bank and you wanted to have tremendous self service capabilities on your site,” he explained. “You went through all the customer databases and saw all the questions customers have. You want to create this engaging digital experience on your site to serve your customers better. And let’s say you offered a brokerage service, and mortgage services with other third parties. We could take that whole customer experience and, if it’s digital, we can syndicate it. We can package that entire digital experience. We really help to monetize or extend the value of different customer experiences.”
With the TIE Kinetix technology, Tervo said companies receive real metrics as to what happen, where users came from, how far they engaged in the process, what worked, and what didn’t work.