State of the Industry: Erin Raese
By: Erin Raese, Editor-in-Chief – Loyalty Management
August 19
Customer, Employee-Why do we look at these strategies so differently?
Over the last year we’ve been watching the industry very closely, listening as you share your research, ideas, and challenges. One piece I keep coming back to is the similarities between consumer focused loyalty and engagement strategies, and those of employee and channel. There are so many similarities, yet organizations continue to keep the strategies and messaging to these entities separate. – Why?
Rick Blabolil from Marketing Innovators writes, in the upcoming September/October issue of Loyalty Management, about the need for trust in a relationship with channel partners in order to build commitment. While reading through his piece, I couldn’t help thinking, this isn’t unique to just channel partners, it truly applies to all customers.
Customer as defined by Loyalty 360 is anyone your organization touches. A customer is your end user, your employee, your channel partner, and even your vendor.
If this is the case, why do we continue to be so segmented in the way we approach strategies for employees and consumers? Are we, as suppliers, afraid of admitting the similarities in strategies? Or are we, as practitioners, too siloed within our organizations to share learnings across departments and responsibilities? I am inclined to believe it is a bit of both.
Read more of this State of the Industry.
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