As brands utilize artificial intelligence to increasingly enhance personalization in their communication and outreach to customers, it has not only helped strengthen their loyalty programs but has also raised customer expectations around what these programs should deliver. Research is showing that not only do consumers know brands are using AI, but they welcome it.
Given these higher expectations from consumers, enhanced personalization has become crucial to the success of loyalty programs in the AI era. Michael Corigliano, US Team Lead, Partnerships at adjoe, Ian Young, Senior Director & Head of Business Development at Comarch, and Paul Flemr, Senior Vice President of Incentive Marketing Solutions at Group O, share their insights into what brands need to do to meet these changing customer needs.
“Customers want us to anticipate even before they think they know what they want,” Young said. “So I think that is making sure that it’s more of a predictive, anticipatory model. I think that should be the North Star.”