Voice-of-the-Customer – What Does That Mean for Loyalty and Engagement?
By: Mark Johnson, Loyalty 360
December 09
It has been almost a year since we launched Loyalty 360 – The Loyalty Marketer’s Association. As the interest in what we have created continues to grow, we still see uncertainty about what loyalty is and how to achieve it. The array of questions – in terms of the breadth, depth and the sheer number that we get from our partners and the market in general – continues to increase. What does that tell us?
It tells us that in this challenging (hopefully becoming less so) economic environment, the focus on loyalty and engagement is becoming increasingly important. Customers, clients, employers, brands and channel partners are looking for an edge. They have heard about “Voice of the Customer, “Web 3.0,” “the Groundswell.” But they’re looking for best practice based implementations of groups creating engagement, creating excitement, creating commitment. They’re looking for help to answer: “HOW? How do I do effectively implement an authentic ‘voice of the customer’ approach?”
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THE PULSE
As the economy rebounds, which factor do you think is the most important driver of employee engagement?