April 16, 2013 by Jeff James, Vice President & General Manager, Disney Institute
Industry experts believe that the future of loyalty programs lies in mobile technology. At its core, these loyalty programs are just another method of building customer relationships.
In a recent U.S. News & World Report
article, Matthew Ong writes why card-linked offers are “a good thing for both consumers and merchants
.” For consumers, the redemption of coupon-like offers is seamless thanks to the digital process by which offers are loaded onto an existing credit, debit, or store loyalty card.
For merchants, the ability to track purchases in real time, identify repeat purchases, and target consumers based on their purchasing history is an opportunity to build loyalty and lead to customer retention.
At Disney, we understand that the Guest’s experience with our products and services can make or break the brand. People routinely abandon their relationship with a company based on the perception that the business doesn’t care.
If your goal is building customer relationships, consider this rule — strive to offer an experience that exceeds
your customer’s expectations, every time, without exception.Tell us — How do you think technology is shaping branding strategies? Will it help or hurt customer loyalty?