State of the Industry: Connie Chesner
By: Connie Chesner, VP/Director of Discovery at brandMIND
July 27
The Pathway to Sustained Customer Engagement
The Current State and a New Challenge: Customer loyalty programs emerged as an innovative way for marketers to increase our share of customer by shifting consumer preferences through incentives.
Buy more from us and we’ll reward you.
This model of course was easily duplicated and a new competitive edge was needed. We shifted towards a desire to build relationship, and loyalty, based on something more than a financial incentive. Building such a relationship however, is a difficult task in light of consumer skepticism and the traditional one-way communication that marketers have employed. How do we break through these barriers and truly engage our customers?
In response to this challenge, we propose a new pathway to customer engagement. Our approach will help you hurdle current barriers by enabling your brand to establish the richer relationships that build lasting connections with consumers.
But first let’s establish a common definition of engagement and how it is measured.
State of the Industry: Connie Chesner
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THE PULSE
As the economy rebounds, which factor do you think is the most important driver of employee engagement?
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