CRM

  As we enter the second half of 2021 and continue our foray into the “AC” era (after Covid), it’s possible and even prudent to look back on some of the trends and lessons learned during the pandemic as a primer for how brands need to react quickly and pivot strategically when outside circumstances call for speedy maneuvers. The pandemic highlighted the need to listen to and encourage feedback from consumers in order to regularly meet current needs and predict upcoming trends. This need to always have an “ear to the streets” isn’t going to change now that Covid is waning; in fact, recent consumer studies indicate that in order to create true customer loyalty and boost engagement, it will be crucial for brands to adapt to a strategy that both personalizes the customer journey and promotes messaging that reflects the current lifestyles and values of their customer base. What challenges and opportunities should customer loyalty and engagement specialists consider as they plan for 2021...

  “The customer is always right.” Although this is a phrase that has been a staple of business for decades, in this era of customer-focused marketing, it takes on both new shape and importance. We are living in the age of the smart consumer; they know what they want, and they also know that if one business doesn’t provide it for them, there’s likely many others just a mouse click away that will. The crowded marketplace means that customers are less likely to remain loyal to one brand, and the advent of social media has also empowered consumers to share both positive and negative brand experiences online. E-commerce has provided customers with a plethora of opportunities and choices sitting right on their smartphone, which can be a positive for businesses who pay attention to their customers’ needs and a drawback to those who aren’t using customer data to empower their marketing strategy. If you’re not collecting and utilizing customer data in your efforts or are unsure of how to us...