Marketers often plan and align loyalty programs and promotions to match larger marketing plans. While intentions are good, this approach can result in too heavy of a focus on internal goals instead of actually listening to the voice of the customer. Why? Because customer feedback comes through multiple channels (in-store, online, social, etc.) and sources (sales, surveys, etc.) and synthesizing the feedback is no easy task. To truly evolve programs and meet customer expectations, the voice of the customer must be heard.  
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