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Getting Out of Loyalty Limbo

It happens to the best of us: I recently signed up with a new loyalty program and the store associate gently reminded me, more than a few times, that I should go online to confirm my account.

Guess what I did? Completely forgot to go online to confirm my account.

So there I was, in loyalty limbo – something that's unfortunate, but not uncommon.

Colloquy's 2015 Census data showed that over two years, there was a 26% increase in the number of memberships reported since their last study in 2013. The biennial report also showed that the average number of loyalty programs per US household grew to 29, but that only 42 percent of those memberships are currently active. Sounds like someone I know, right?

And what I'd say, and what clearly applied to me, was that consumers are missing out on huge advantages of engagement when over half of their memberships are disused. Enrollment doesn't necessarily mean engagement.

Consumers who don't complete the confirmation process, or who do and then lose interest in either the store or the membership itself often can't see the forest for the trees—that a loyalty program is an opportunity for consumers themselves to customize a relationship with brands. That process could lead to savings and personalized recommendations for them, and customer lifetime value for your brand.

To encourage customers to join the conversation, utilizing a preference management center for users is the best way to improve engagement. Preference management, the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication, is the ideal way to further involve customers who've already started the opt-in process to receive brand news and loyalty benefits.

When customers join your loyalty programs, they've already established that they like your brand and want to create an affinity that goes both ways. They're waiting for you to start the conversation—have you yet?

Don't leave yourself vulnerable to inactive customers who relegate your brand to the unused half of their loyalty memberships. Raise the profile of your brand, the affection of your customers and the engagement of your most loyal consumers by giving them the tools to communicate back to you.

Do you know what happened when I went into my email and confirmed my opt-in to the loyalty program? I was given a $10 coupon for my next visit. Consider me engaged.




About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.



Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

Samsung's Head Of Digital Answers 4 Questions For Marketing Innovators

James Keady is head of digital at Samsung, where he is passionate about the audience experience across the digital landscape: social, website, retail, CRM, and media. Keady has worked globally across a diverse set of industries, from leading finance and beverage companies in Australia to luxury car brands in China.

Keady recently participated in the "4 Questions for Marketing Innovators" series.

1. What is one marketing topic that is most important to you as an innovator?
The expectations of today's audiences is to be communicated to in a personalized, targeted way; put simply, relevancy at scale. It is an exciting time to be marketer because the technology to deliver this is here now. Whether targeted programmatic media, profile data-driven content experiences, or cross-channel retail experiences, technology has bridged personalization theory with practice. Advertising as we knew it is dead; broadcast messaging has been replaced by one-to-one experiences between brand and audience.

The brands that are winning are those that can build marketing solutions with data and agility at the core. In terms of what you can do about it, I like the quote from PJ Pereira: "Think like a marketer, behave like an entertainer, and move like a tech startup."

2. Why is this so important?
Customers expect a personalized, consistent experience across all brand touch points. In the hypercompetitive digital marketplace, success is dictated by the ability to cut through the noise and deliver the right message at the right time to the right audience. People now have more choice and power. From ad-blocking software to the rise of subscription-based on-demand content platforms, today's consumers can now pay to take advertising out of their lives. Personal, relevant experiences that build customer conversion and loyalty are now a critical factor for businesses to generate and sustain future profits.

At McLaren luxury cars, they are focused on building digital into the exclusive positioning of the brand. Today's luxury car buyer no longer needs to step into a dealer to customize their future vehicle. The brand's configuration tool allows for thousands of configurations to be selected online, mobile, and from any location in the world with a Wi-Fi connection. This order connects with a local retailer, which can shortly after go into production and the customer into the CRM communication experience.

3. How will the customer experience be improved by this?
Personalization is key to the customer experience. The modern customer craves simplicity in experience. They demand authenticity and relevancy. They want the best price. And they want it now. The authenticity they demand will be delivered through technologies that are increasingly enabling this personalization at scale across branded websites, social platforms, and the media landscape.

A great example of a practical personalization delivered to make a difference to the bottom line is U.K.'s largest lingerie retailer, which started with the first stage of segmentation, building data profiles of customers to identify types, ranging from the confused boyfriend, the older woman, existing customers, and younger teenagers. With an understanding of their audience, they could now deliver targeted website experiences, exclusive offers for regular visitors, data-driven UX improvements, and understanding the browsing habits and how content needs and conversion opportunities differ between desktop and mobile users.

4. How will this improve the effectiveness of marketing?
Marketing efficacy will improve because we now operate within a data, performance-driven world. The brands that are most effective harness this data to add value to the customer experience. These experiences convert prospects into repeat customers, contributing to building the base and future financial sustainability.

However, the correct use and regulation related to data-driven marketing will always be a value exchange. Increasingly, data-savvy audiences will use data as an asset, and if the value is not clear, they will not invest in your proposition. Dave Egger's "The Circle" explored where future society revolves around omnipresent data collection and 24/7 transparency operated by commercial organizations. We are some way from that rebooted Orwellian scenario; however, using data responsibly to give customers what they want, where they want is, a great way to become more effective in your marketing.

Bonus: Favorite activity outside of work?
I'm passionate about life in London with my family, exploring new cultures, new ideas, and visiting my home town (Melbourne, Australia) whenever I get the chance.

For additional Marketing Innovator stories, click here.


About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.

As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.

The results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.

Visit his blog at: http://ernanroman.blogspot.com/

ICYMI: Preferences, Privacy and Personalization in the News

Utah's Online Caucus Gives Security Experts Heart Attacks

Modern voting has received technological updates over the years, but few have revolutionized the process as a whole for the electorate. Utah's recent caucus, however, allowed Republicans to either head to a polling station or vote online to choose their candidate. While researchers have long-sought more convenient ways of voting, experts believe the risks still outweigh the benefits. Click here to read more.

Wave-And-Pay Wearables Are Convenient for Users and Crooks Alike

While wearable technologies soar in popularity, their ease of use makes the devices appealing to thieves for exactly the same reasons. As wearables increase their features, like payment, they face growing security concerns. Yet it's precisely the wearables' collected personal data that may provide security – companies are leveraging information like gait, heart rate or other paired devices to synthesize a user's identity, alerting the owner if an activity pattern seems unusual. Click here to read more.

Facebook is testing a feature that alerts you if someone is impersonating your account

An automated feature on Facebook will alert users if the company detects similar profiles – prompting you to confirm personal information that will determine whether the profile in question is impersonating you, or if it truly belongs to someone else. Though impersonation isn't widespread, it's a particular method of harassment that has global privacy and safety ramifications. Click here to read more.

We're More Honest With Our Phones Than With Our Doctors

With the influx of personalized smartphone apps, medical groups and health researchers are hoping that the influx of personal data paired with constant use will provide information that has proved difficult to collect through more formalized research processes. Thanks to the ease of smartphone check-ins, users are more apt to record and share personal health issues. Click here to read more.

Snapchat Is Running Sneakily Fun Billboard Ads That Only Its Users Will Understand

Custom billboards in cities across the US will reflect hyper-local art highlighting neighborhoods like the Meatpacking Distrcit, SoHo, the Mission District and Fisherman's Wharf, Chicago, Lincoln Park, Miami, Portland and more. The catch is that passersby who are Snapchat users may be the only ones to recognize the graphics. The designs are created and submitted in the app itself, and render when users opt-in to share their location. Click here to read more.






Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

Welcome to the Future

Read all about it: PossibleNOW's newest whitepaper, "The Future of Enterprise Preference Management" is live and available for free in our Resource Center. In it, you'll find next-level discussion on becoming a customer-centric company. 

Thus far much of our whitepaper library has been focused on early-phase implementation of preference management. But now that the technology and methodology of preference collection has been established, enterprises are finding that it's time to expand preference management to additional brands or channels.

Today we've found that preference management is an accepted and expected element of customer experience. Forrester Research, a leading voice in marketing and customer experience technology, declared preference management "the most underutilized customer insights tool" in its 2015 report entitled Implement Preference Management To Build Customer Trust.

That's why we've put together new information for early adopters who are considering expansion of preference management or those who are curious about the full scope of the power of preference management. In this whitepaper you'll find information on maximizing enterprise preference management to break down silos between key departments; harmonizing strategic thinking and making smart investments; creating a culture of customer-centricity; and prioritizing flexibility to respond to rapidly changing technology.

Download the whitepaper, "The Future of Enterprise Preference Management" and let us know what you think. Is your company ready to leverage preference management?




About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.



Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

Preference Collection Best Practices: Course Correcting from Early Implementation

Preference Management Video Series

Once your preference center has been operating and your initial data sets provide actionable insight, it might be time to think about course-correcting. Because preference collection is an ongoing process, and a preference center is never really "complete," it’s important to take time to analyze your outcomes and your preference center.

In this short video, Eric Holtzclaw discusses some of the reasons you'd want to consider course-correcting your preference center's content and context to better elicit "the right preference, from the right customers, at the right time."

When looking at data gleaned from preference collections, you should be able to paint a picture of customer behavior and measure against your expectations. Are your opt-outs down? What do your prospects like look now compared to before? If data points don't match up in the ways you expected, take a critical look at interaction layouts to locate any bumps in the road for customers' comprehension or unmet expectations. Another review to undertake is of content – the collected preferences. The complexity of the preference collection interaction may affect consumer behavior – are you asking for too much information? Too little? Finding the balance in breadth and brevity will optimize opportunities for both you and your customer.





In the following weeks, we'll continue to roll out videos to guide you through the best practices of preference management. If you haven't yet explored our Resource Center, you can download the Preference Collection Best Practices whitepaper here.



Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

Moving Away From Single-Faceted Data

When reaching out to potential and existing customers, you already know that some level of personalization goes a long way to attracting attention and engaging your audience. Data gathered on-site has the capacity to deliver information to brands like customers' geography or age, allowing marketers to target communications toward particular demographics – but that simplistic start to personalization will only get you so far. The bigger and better goal is to get a true personal scope of your customer.

 Though there are many approaches to reaching customers and anticipating their wants and needs, the truth is that any customer-facing strategy that attempts to convert without a conversation is falling short in the long-term.

In the sixth annual Econsultancy Conversion Rate Optimization Report, in association with RedEye, 50% of marketers admitted that their personalization strategies were "standalone," meaning they relied on on-site data to target content or offers. On the other hand, using opt-in strategies, even more personalized marketing can be an optimal way to engage consumers. By laying out clear guidelines regarding how the information will be used and stored, collecting customer preferences becomes a safe and engaging way for shoppers to identify themselves.

When you can shift an outlook from simplistic and flat data to a rich and dynamic array of data provided by consumers themselves, you’re truly optimizing conversion opportunities by enhancing your communications.

Preference management – the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication, allows marketers to get a full spectrum of the customer. Opting in with self-reported data on preferences allows consumers to give you a fuller view that's anything but standalone. Even if you start your marketing program with an entry point as simple as opt-downs as opposed to the atomic opt-out, you shift the black-and-white, yes-or-no to a moment of engagement. And that initial personalization has the potential to leapfrog the standalone siloed data like geography, referrals, search queries and device type. Those data points are good, but not great.

Utilizing preference management allows you to build personalized experiences for consumers that promote consistent service, lifetime loyalty, and repeated opportunities for conversion.

Are you still using segmentation strategies to personalize your marketing? Consider whether your single-faceted data is providing the whole picture of your customers. The sooner you can begin a customer engagement journey, the sooner you’ll go from being in good standing to being in great standing.




About the Author: 
Eric V. Holtzclaw is  Chief Strategist  of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores last summer. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.



Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw

ICYMI: Preferences, Privacy and Personalization in the News

Tim Cook Opposes Order for Apple to Unlock iPhone, Setting Up Showdown

In a precedent-setting move, Apple has still refused to bow to federal pressures to unlock an iPhone used by one of the shooters in December's mass-shooting in San Bernardino, California. A federal court order requested the company build a "skeleton key" to let investigators search through contacts and messages sent prior to the massacre. Apple has maintained that it didn't have, and wouldn't create, a way around its encryption technologies that provide security and privacy for all Apple customers. Click here to read more.

Hack Brief: Hackers Are Holding an LA Hospital's Computers Hostage

A hospital in Los Angeles is back to handwritten patient forms while the FBI, LAPD and computer forensics experts investigate a ransom request for $3.4 million in bitcoin. While the computer systems include those for lab work, pharmaceutical orders and the emergency, employees say patient care has not suffered though some emergency patients were transferred. Click here to read more.

Pandora's Ad Campaign Wants People to Flip Out Over Their Favorite Music

New ads by social media stars capture the joy of hearing old favorites or current hits, with dancing, headphoned people. The service, called Thumbprint, is one of Pandora's newest launches – creating a custom radio station that's a compilation of all songs a user "likes" (or gives a thumbs up to). Users' playlists of favorited songs had never before been collected in a single place. Click here to read more.

Google Launches Fresh-Grocery Delivery Service In San Francisco And Los Angeles

Google's rebranded Google Express (formerly Google Shopping Express) has expanded its services with grocery delivery – directly competing with Instacart and Amazon Fresh. While it doesn't require a membership to use, it offers discounts for users that join. What investors will watch, though, is how easily Google can scale the service compared to its competitors based on their existing infrastructure. Click here to read more.

Software Detects CEO Emotions, Predicts Financial Performance

A finance professor is using software to analyze the faces of Fortune 500 executives to identify emotions like fear, anger, disgust and surprise. Similar technology is used to assess reactions to commercials, or levels of pain in hospitals, but the professor believes negative CEO emotions correlate positively with financial performance. He hypothesizes that "fear is widely recognized as a powerful motivator." Click here to read more.






Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

Strategic Consulting Group Shows Growth with Innovation

Across the board, PossibleNOW works with companies at different stages of growth and preference management implementation, but our Strategic Consulting Group saw an increase in engagements in 2015, thanks to the identification of opportunities and needs for enterprise clients. Because of the group's mission to address the specific and significant challenges, opportunities, and complexities that those clients face, we were able to expand our service offerings based on that work, and also saw a 200 percent revenue increase.

"Our team of experts help our clients understand how preference management impacts their entire enterprise, assists them with determining ROI, value to their organization and the customers they serve," said Jeff Jarvis, Vice President of PossibleNOW Professional Services.

The Strategic Consulting Group was designed to catalyze the planning and adoption of preference management and customer personalization, and owes much of its success to an increase in MyPreferences® Momentum projects, which identified additional needs, like market research, prototyping, usability testing, key performance metric tracking, content strategy and supporting services that move enterprise clients toward a holistic preference-based customer experience.

I think Jeff is right, and the group's successes and innovations clearly speak to the necessity of preference management and our group's capacity to revolutionize implementation and post significant ROI for our clients. In 2016 we'll continue working with new and existing clients to optimize their preference management and enhance their strategy.






Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

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