Bryan Pearson's Blog, page 30

From Uber to Turntables, A Few of My Favorite Things

With the start of a new year, I often reflect on the previous 12 months and those items that really made a difference in my day-to-day life – recognizing that with the amount of travel I do, there’s no constant to the idea of “day-to-day.” So in the spirit of sharing and inspiring everyone to explore how these items can be useful or why they make a difference in everyday life, I have listed my favorite products and services.

In no particular order, here’s the list:

1. Uber: This probably would hit the list of many frequent travellers and I use it in many of the cities I visit. It’s like the McDonald’s of car service. You know what to expect, it’s reliable and dependable and the technology is so simple and frankly reassuring for those of us who are data-driven, Type A personalities who constantly wonder when our vehicle will arrive. It’s such an elegant concept – I ask myself, how could we look at existing technologies and use them to foundationally change the way an industry operates? Are there things we are not seeing as game changers in the customer engagement/loyalty space?

2. NextIssue: The ultimate guilt management system if you love magazines but worry that keeping up with traditional subscriptions means contributing to deforestation. It also doesn’t hurt if you travel a lot, love to read a variety of magazines and want to only use carry-on. I love this application. Not only can I read my core magazines, but I can also expand my repertoire without guilt to include some of the fringe magazines I usually only buy on holidays. For marketers, NextIssue presents the opportunity to change the form of service in a way that creates advantages for all parties. Can we extend the amount of goods or services we sell to our customers by reducing or eliminating traditional barriers to purchase? Is there a way to work with partners that changes the rules of the game in a way that creates a new paradigm that works for everyone involved?

3. Coravin: Yes, this is a real, physical product and it has no digital components! But what a winner. It allows you to have a glass of wine from a bottle without needing to open the bottle. By inserting a needle through the cork, and injecting neutral argon gas, it pressurizes the wine bottle so you can pour that glass or sample and leave the rest of the bottle for later consumption – even years later! Self-confession – I love wine and have a relatively large cellar. Now I can have a number of bottles “on the go” at the same time and drink the wine that really matches up well with what I am eating or my mood. The gas cartridges need to come down a bit in price but the system is brilliant. Another example of helping customers change the way they consume in a category.

4. Instagram: When you have kids, you are in a constant state of change when it comes to the social media platform that will keep you up on what is going on. Mine have moved from Facebook to Snapchat to Instagram, and am I happy for the final shift. I love the fact that Instagram is photography based. It highlights the creative side of individuals, while the social norm of only posting once a day creates a more thoughtful approach to what one does on the site. I feel better connected with my family and friends and at the same time more reflective about each and every day. And it creates an interesting timeline when you look back on the photos you have posted. As a marketer, Instagram makes me think about how I can create an emotional connection through the way I interact with customers. Not everyone will be in a position to do this, but enabling that moment of contemplation creates the opportunity for a deeper connection with the customer.

5. Fitbit: The wearable-device industry is exploding and I have tried many fitness related bands. They are all pretty good at doing the basics and they all have their own drawbacks, but they are also all improving with further adoption. I have used the Fitbit band for the last year and it’s brought a new awareness to how active I am. You recognize how sedentary you are on those long travel days and how easy it is to walk 10,000 steps if you simply put your mind to being active in some way, each day. For me, the lesson here is about whether metrics can play a role in how we  engage our customers. Are there measures in your relationships with customers that if shared, could elicit a change in behavior?

6. Rain Alarm or My Radar: Call me a pessimist but I have both of these apps on my phone. As an avid golfer and outdoor enthusiast, I am always looking for that extra level of insight into weather patterns. The only way to get this in the past was by digging through our national weather service website, but now this data is both accessible and easy to use. The ability to predict how the weather will develop means I am that much more confident about my plans for the day (and I can decide whether to take my rain suit on the golf course). It also raises the question of how an organization’s information and its predictive qualities could establish greater confidence in the business. We know a lot more about consumer dynamics today than we did 10 years ago but is everyone taking advantage of the customer data that is available in their business to change the way they look at their everyday actions?

7. GoPro: Again, tapping into my creative gene, I finally broke down and purchased one of these cameras this year. I have always been a photography fan but video has eluded me as a medium of choice. My GoPro may change that. It’s easy to use in active situations and works magic right out of the box. I was able to put together a couple of video segments that really gave an impression of recent holiday experiences. My conclusion is simple … finding a niche opportunity where your product can fulfill the specific needs of a target segment is a great way to build a valuable brand proposition. Do we really understand our target segment(s) or are we trying to be all things to all people? Maybe some focus can create real market differentiation?

8. Ski Tracks (available for Apple and Android): If you like to ski, then this is a simple and fun app to use – especially if you are skiing as a group. I have always been a fan of the EpicMix App that is provided by the folks at Vail Resorts but this is a generic app that can be used at any location. It tracks your vertical, the total distance you ski and probably most important (dangerous) of all, your top speed. It has a number of other fun features but for those of us who love data and like to strive for goals, this is a great way to enhance the ski experience. It uses GPS data to create all this good information and, like Uber, capitalizes on the functionality of your phone. I have always said that spatial relevance is a key to creating customer engagement. The folks at Ski Tracks and Vail have the right idea – but are we all considering how GPS and mobile technology can enhance the way our customers experience our services?

9. Nespresso VertuoLine: Created for North American consumers, this is the big brother to the capsule coffee system Nespresso originally launched. Indeed, for me, the system is more reliable and provides a more North American coffee experience (read that as larger mugs of coffee). Further, it’s just cool to think that my coffee is spinning around at 7,000 rpms, blending coffee grounds and water to create the perfect crema for my coffee. Simply put, the team at Nespresso must have recognized that there were geographic differences in how pod systems needed to work and they brought out a new product to recognize that need. Are there geographic or cultural differences that could provide opportunities to enhance relevance in your business?

10. Pro-Ject Turntable: Not only does it have a carbon fiber arm but it comes in lots of funky colors. Not your father’s turntable for sure but after years of looking at my vinyl gathering dust, it’s great to be listening to my albums again. While my kids were a bit shocked at needing to actually flip a record, everyone has gotten into the spirit of things and now that vinyl is hot again, my kids are actually purchasing some of their own music in that format as well. It’s an interesting concept that something old can be made “hot” again and it makes me wonder what wonderful marketing techniques that have been mothballed can be resurrected to great effect?

That’s it. I could go on but decided to stop at the magic 10. Perhaps these will inspire you to reflect on your own activities of last year and share with us your own spotted opportunities for reinvigorating your businesses.

Resolving to Be a Better Loyalty Marketer: 2015

Most people end the year resolving to become healthier, fitter and kinder. In 2015, my resolution is to help loyalty marketing do the same, but without skipping on little indulgences.

Small delights keep us happy and engaged, after all. This applies to loyalty experiences as much as it does to a glass of champagne at the end of a transformative year. So as 2014 closes, let’s raise our collective glasses to 2015 and all it can be. Here are my four resolutions:

Be a smoothie: Thanks to the adoption of loyalty apps, the barriers that existed between the consumer and her program activity – a computer, an in-store purchase, even a phone call – have been replaced with devices that can connect us on the fly. As a result, consumer expectations are shifting. Loyalty interactions now need to be seamless: offering real-time rewards through card-linked services and delivering relevant offers through beacons and other in-store tracking technologies. All such functions should be automatic, with the consumer’s permission, of course.

The increase in wearable devices is only going to make this all the more critical in the future.

Empower the consumer: Technology gives marketers so many ways to reach the consumer, so the need to exercise restraint is crucial. Instead of sending promotions at every turn, which turns the customer off, we should focus our resources on crafting product-specific messages based on customer requests. Doing this means inviting loyalty members to collaborate; encouraging them to specify the types of offers they prefer, how they’d like them delivered and at what times. By empowering the consumer, brands can gain greater trust and acquire ambassadors.

Feel secure: The proliferation of mobile wallets has led to increased security concerns, but these issues should not burden consumers who simply want to connect with a favored brand. Best practices require we choose mobile payments processors that can produce proven case studies, that use reliable security methods and that understand the importance of using data to the customer’s advantage. Ideally, employees also will have devices to process requests and purchases, as well as to simply understand the experience. Because the ultimate purpose of mobile processing, along with saving costs, it is to deliver better experiences.

Get re-engaged: Engaging the customer once is not necessarily difficult; it is re-engagement that takes work. For this loyalty marketers are best off relying on tailored data that is collected only after determining the desired customer experience. We should ask: What is our brand about? What is our mission? Why do our customers want to interact with us? The next step is to share the process with the customer; explaining not only that we collect this information, but also how it benefits them. The experience challenge is a personal one – it’s not about presenting ourselves to the masses, but how we shape an experience for each customer.

If these resolutions indicate one thing, it is that loyalty marketing today is much bigger than a mere program. That is a development in which we all should indulge. As we raise our glasses, let’s also rise to the occasion. All the best for 2015!

Resolving to be a Better Loyalty Marketer: 2015

Most people end the year resolving to become healthier, fitter and kinder. In 2015, my resolution is to help loyalty marketing do the same, but without skipping on little indulgences.

Small delights keep us happy and engaged, after all. This applies to loyalty experiences as much as it does to a glass of champagne at the end of a transformative year. So as 2014 closes, let’s raise our collective glasses to 2015 and all it can be. Here are my four resolutions:

Be a smoothie: Thanks to the adoption of loyalty apps, the barriers that existed between the consumer and her program activity – a computer, an in-store purchase, even a phone call – have been replaced with devices that can connect us on the fly. As a result, consumer expectations are shifting. Loyalty interactions now need to be seamless: offering real-time rewards through card-linked services and delivering relevant offers through beacons and other in-store tracking technologies. All such functions should be automatic, with the consumer’s permission, of course.

The increase in wearable devices is only going to make this all the more critical in the future.

Empower the consumer: Technology gives marketers so many ways to reach the consumer, so the need to exercise restraint is crucial. Instead of sending promotions at every turn, which turns the customer off, we should focus our resources on crafting product-specific messages based on customer requests. Doing this means inviting loyalty members to collaborate; encouraging them to specify the types of offers they prefer, how they’d like them delivered and at what times. By empowering the consumer, brands can gain greater trust and acquire ambassadors.

Feel secure: The proliferation of mobile wallets has led to increased security concerns, but these issues should not burden consumers who simply want to connect with a favored brand. Best practices require we choose mobile payments processors that can produce proven case studies, that use reliable security methods and that understand the importance of using data to the customer’s advantage. Ideally, employees also will have devices to process requests and purchases, as well as to simply understand the experience. Because the ultimate purpose of mobile processing, along with saving costs, it is to deliver better experiences.

Get re-engaged: Engaging the customer once is not necessarily difficult; it is re-engagement that takes work. For this loyalty marketers are best off relying on tailored data that is collected only after determining the desired customer experience. We should ask: What is our brand about? What is our mission? Why do our customers want to interact with us? The next step is to share the process with the customer; explaining not only that we collect this information, but also how it benefits them. The experience challenge is a personal one – it’s not about presenting ourselves to the masses, but how we shape an experience for each customer.

If these resolutions indicate one thing, it is that loyalty marketing today is much bigger than a mere program. That is a development in which we all should indulge. As we raise our glasses, let’s also rise to the occasion. All the best for 2015!

Turning Customer Privacy into a Brand Positive

Recently, the Canadian Marketing Association hosted its Regulatory Conference and while I was not in attendance, a summary of the key takeaways by Anna Duckworth, who covered the event for the CMA, caught my attention.

The highlights included a speech by Ontario’s former Privacy Commissioner Dr. Ann Cavoukian. While she has moved on from her role as a regulator, Dr. Cavoukian is now the executive director of the Privacy and Big Data Institute at Ryerson University and I believe that she will continue to be an advocate for what she calls “Privacy by Design.” This framework, devised as a way to embed privacy as a foundational element of a business practice, is now published in 37 languages and has been recommended as one of three practices for protecting online privacy by the U.S. Federal Trade Commission.

In Dr. Cavoukian’s talk, she summarized her top 10 takeaways as follows:

1. Privacy is not about secrecy; it’s about control.

2. Many believe you can either have privacy or security, but security and privacy can co-exist.

3. Six out of 10 Americans are distrustful of their government.

4. Zero-sum thinking will only hold you back. Embrace doubly enabling systems: marketing and privacy.

5. Focus on integrating data planning as an upstream design discipline.

6. Evolve from fine print to more transparent disclosure strategies.

7. Make privacy a positive part of the brand experience.

8. Increase consumer trust right out of the gates. Privacy can be your competitive advantage.

9. Be deliberate and proactive: lead with Privacy by Design rather than privacy by chance.

10. Privacy is good for business.

While there are nuggets of wisdom and insights in each of these items, two statements in particular captured my imagination, especially when used in combination. The idea of making privacy “a positive part of the brand experience” along with the notion of increasing trust out of the gates so marketers can make privacy “part of your competitive advantage” resonated with many of the ideals we have embraced over the years at LoyaltyOne and our coalition loyalty program, AIR MILES.

We know from research that consumers are increasingly mistrustful of brands as they continue to ignore the personal information they accumulate. Less than 50% of Americans (48%) trust businesses with their personal information, according to a LoyaltyOne survey conducted in August. Sixty-seven percent do not feel they receive a benefit for sharing their personal information.

So what would happen if we turned the entire equation on its head, in essence transforming what can be perceived as a critical weakness and fear (privacy) into a positive part of the entire customer experience?

By bringing the notion of protecting customer information and respecting its use to the forefront, can we change the way consumers perceive their interactions with brands from the outset? I mean more than simply adding a customer checkbox that invites the brand to send  more information, but constructing the entire information exchange process as a critical part of the customer’s value proposition. In doing so, brands would be clear from the beginning on what they plan to collect and equally clear on how they plan to use that shared information to enhance how customers interact with the brands.

In our company, we use a concept called “link and label” as part of how we manage our employee activities. Every year we conduct an employee survey and then we act on that feedback. However, the key to the initiative’s success is not simply acting on the feedback, we actually call it out: “As an associate base, you told us the following … and we have now made this great change to address the feedback.”

By linking and labeling the work that gets done, our associates are assured we are acting on their comments about their customer experiences at LoyaltyOne. Perhaps there is a lesson between Dr. Cavoukian’s insights and our approach to feedback. Perhaps if we took a more considered approach to committing to add value to the customer experience and then calling out when we actually act on that information, the customer would see that opting in to share information results in events that add value to the shopping experience.

Maybe that would begin to reverse the downward spiral of consumer sentiment toward organizations that do not use their information to create value. Just smaybe we would start to see privacy in a different light – as a way to build customer trust and ultimately engagement.

December 10: Loyalty Links & Likes

Mobile Is Shaking Up Traditional Loyalty Marketing Programs – AdAge

The dawn of the smartphone has shaken up the traditional loyalty program model. This article offers three core tenets for marketers who want to get ahead of the pack.

Make Me An Offer I Can’t Refuse: Smart Use of Customer Data – Forbes

The willingness of consumers to give up their personal data implies that they have a certain level of trust in the companies they relinquish it to. That means that companies have to put the data to use intelligently or their reputations will suffer.

Three Tips to Prevent Reward Point Fraud – COLLOQUY

More and more stories are popping up in the news lately of cyber attacks against rewards programs. Hackers are looking to gain access to personal accounts and redeem rewards for personal gain. Here are three tips to prevent reward point fraud in your program.

The 6 Things Everyone Needs to Know About the Big Data Economy – Smart Data Collective

According to industry experts, 90% of the data available today was created within the last two years. The speed in which the volume of data is growing means that the big data economy must scale up. Here are six important things to know to prepare for the future.

Two Major Threats To Superior Customer Experience – Business 2 Community

There has been a renewed focus on the customer experience as of late. Companies see the merit in engaging existing customers and increasing customer satisfaction while simultaneously improving brand reputation. However, companies must be aware of the difficulty of defining financial goals and ROI with customer experience initiatives.

My Loyalty Holiday Wish List, From Wise Men to Golden Rings

When I was a kid, the top items on my holiday wish list included a game called “Operation” and Supertramp’s latest album.

Today, I’d be on my best behavior if it meant getting a smart phone that accurately predicted what today’s shopper will need tomorrow. As a loyalty marketer bent on perfecting the brand-consumer value equation, this is the sort of shiny object that would top my holiday wish list.

Unless I have a time machine (also on my wish list), I do not expect to see one of those any time soon. However, if I were to come up with a more attainable list of the technologies, events and advancements in loyalty marketing, the following (with a little holiday twist worked in) would be included:

• Wise men: The loyalty marketing industry is heading toward a critical shortage of talent. I’ve written on this topic before. The data analytics field is expected to fall short of experienced data professionals by 190,000 in 2018, according to McKinsey Global Institute. Yet 97% of companies with revenue of more than $100 million are pursuing expertise in business analytics, Forrester Research has reported. More colleges and universities are adding programs, and I wish for others to follow.

• Stockings: I do not mean the kind hung from the mantel, but those that occur when members stock up on reward redemptions that would otherwise gather dust. The more consumers redeem, the better engaged they are with the brand, and as we pointed out in COLLOQUY a few years ago, there are a lot of points and miles that go by the wayside ($205 per household). I wish for loyalty marketers to understand how consumers using their points drives engagement with their programs and brands.

• A gift box: I love to shop online stores like Amazon for their convenience as well as for their targeted suggestions after I make a purchase. I just wish more of them would include a simple check box so I can mark when the product is a gift. That way the merchant would know the purchase does not necessarily reflect my personal preferences, and I would not get “house music” suggestions stemming from a gift I bought last spring.

• Cookie cut-outs: Cookies are a tried-and-true method for better understanding a consumer’s online behavior, but they can lead to pop-up ads that the consumer may find invasive. Also, if the computer is shared, someone may be able to figure out what a spouse or other family member had recently purchased for him or her. I wish for a better way to track and engage the consumer, ideally through opt-in devices that would alert marketers to know exactly who is on the other end of the browsing device.

• Golden rings: Mobile is not only transforming the loyalty experience, it is becoming essential among program members. But for loyalty marketers trying to get out of the “me-too” mold, mobile also adds many options and therefore complexities regarding how to use the various motivators available in our toolkits. With a device as powerful as mobile, I wish for increased insights to guide us through the complexities of the platform so that we may reach the full potential of this channel. This is something I am sure loyalty marketers will work on in 2015.

I may not be lucky enough to see all these events in the coming year, but my fingers are crossed they eventually will arrive. How about you? Please share what’s on your loyalty marketing wish list.

Who knows? Someone may be watching.

December 3: Loyalty Links & Likes

Personalized Marketing Experiences and Content Breed Higher Brand Loyalty – Skyword

A new poll from SAP SE illustrates customers’ need for personalized communications, and the risk of them tuning out if it is not provided. This article backs up the findings with examples from brands like Oreo and Denny’s.

Location-based Technology is a Big Help to Retailers – Business Day Live

Can new technologies like Apple’s iBeacon and location-based mobile apps help retailers connect with customers who visit their stores? This article seems to think so, pointing out that geolocation helps a brand connect with customers at point-of-sale.

Lessons In Loyalty From the World’s Top Social Brands – COLLOQUY

This article looks at how brands like Starbucks and 20th Century Fox engage loyal customers online and in social media channels, and how other companies can follow their lead.

Small Businesses Are Big on Employee Loyalty – Business News Daily

Large corporations seem to be having trouble with employee turnover, struggling to offer ideal working environments simply due to overwhelming numbers. Smaller, locally run businesses have a much higher rate of employee loyalty, and this article helps to explain why.

Can Big Data Pay Off Big? –  Innovation Excellence

Marketing departments across the globe have had early success leveraging big data, but the value of the data is greatly diminished if improperly analyzed. This article explains that focusing too much on one type of data set, and failing to hire the right talent for the job, can render collected data ineffective.

Cause for Engagement: Loyalty’s Role in Altruism in Three Steps

It took Scrooge three ghosts and a long night to become a charitable man. For many loyalty marketers, it only requires the spirit of competition.

That sounds jaded, but for many organizations charitable work is as much a part of corporate strategy as holiday promotions. Making the effort successful, however, is not simply a matter of signing a check. Altruism requires sincerity; members of the organization have to believe in the cause and be personally involved. Only then does it set the brand apart and engender customer engagement for the right reasons.

A recent case in point is Apple’s involvement with the (Red) campaign, dedicated to eradicating HIV/AIDS. Apple has been involved with the program since Bono launched it in 2006, and wants to rekindle interest. So it approached dozens of leading app makers and asked them to customize products, services and games for the effort. Proceeds from the campaign, which runs through Dec. 7, benefit the charity.

Apple is a company known to generate near-fanatical loyalty, so its long-term efforts with (Red) feel not only genuine, but also innovative. Delivering that sense of credibility is a process, which I would detail in three steps.

• Consider the brand purpose: Successful organizations make a point of identifying their purpose and then ensuring all activities serve it. Procter & Gamble, for example, is dedicated to improving people’s lives. Its Pampers Rewards program awards points to members for making purchases, writing online reviews and taking advantage of Facebook offers. In addition to special offers, P&G includes charitable donations as a redemption choice. March of Dimes and the P&G Disaster Relief Fund, both prominently placed on the website, are causes that would resonate with young mothers.

• Get consensus: Forcing charity on employees will result in resentment. All charitable campaigns should be collaborative endeavors. This can be done by asking employees to vote on a selection of brand-aligned charities or by breaking the company into cross-departmentalized teams, each of which makes a case for a cause to be voted on. The key is approaching the task in a way proven to be effective within the organization. At Walgreens, the Steps With Balance rewards program, which encourages healthier living, was first rolled out to employees for six weeks to engage them and convert them to advocates. Pharmacists were treated like a separate group of advocates for whom special webinars were created.

• Be consistent: Charitable efforts are not one-offs like holiday sales. Once a cause is chosen (and vetted for good practices), a long-term plan should be drawn up. Again, involve members from across departments and integrate the effort into the organizational plan. LoyaltyOne, for example, made a commitment to pursuing a healthier environment. So we launched a loyalty initiative, called AIR MILES for Social Change, designed specifically to support this effort. Among the program’s efforts, we partner with major municipalities and encourage mass transit use by offering reward miles as incentives. Transit partners, meanwhile, get access to rider analytics that enable them to better engage passengers.

Lastly, and most importantly, the company has to believe in the cause and its role supporting it. Rewards are a terrific way to encourage desired behavior, but the customers should also be party to the results. Share milestones and accomplishments, and let members know they are part of the team, all year round.

Loyalty Limelight: P.F. Chang’s Preferred

The initiative: P.F. Chang’s Preferred, by P.F. Chang’s China Bistro

In a nutshell: In mid-November, P.F. Chang’s introduced its new program, P.F. Chang’s Preferred, to members of its Warrior Rewards program. Existing members received exclusive invitations to join the program at that time, while non-members will be able to join in 2015, during which the program will evolve to provide “greater rewards, a new website and mobile app.”

P.F. Chang’s launched Warrior Rewards in 2012. In July 2013, company CEO Rick Federico sent members email messages stating that it planned to update the program. “We know we can do better. Therefore, as we strive to deliver a better, more compelling experience, we will be making some exciting updates to our rewards program,” the message stated. At that time, the company discontinued all new registrations. “This will allow us to focus on delivering the best possible experience when we relaunch our improved Rewards Program,” the company posted on its website.

Features: Members of P.F. Chang’s Preferred program earn 10 points for every dollar spent on food (alcohol and gift cards are excluded). Once a member earns 2,000 points, he or she receives credit for a free entrée. By contrast, Warrior Rewards periodically sent surprise rewards to members.

Other features of Preferred Rewards  include:

•     New members will receive 1,000 points upon enrollment, getting them halfway to their first free entrées.

•    The free entrée reward will automatically be applied to the highest-priced qualifying entrée.

•     Members each receive a complimentary appetizer or dessert in the month of his or her birthday.

•     Members who receive P.F. Chang’s gift cards earn points on the purchases they make with the cards.  Points are not rewarded on orders made through third parties, such as DiningIn.

The Takeaways: While the changes took a while to implement, I admire the willingness of the organization to press the pause button while it reset the program for customers. Too often we see brands allowing programs to remain in the market without acknowledging the need for them to change and become more relevant for both the consumer and company.

• I also appreciate the number of changes, which are designed to entice more frequent visits by customers. Two excellent examples of this are that only one reward can be used per purchase (with the exception of birthday rewards) and the fact that rewards, once earned, expire 60 days after they are issued. These can be perceived as constraints to the customers, but if this program is to work, the customer has to be motivated to return more frequently to create a meaningful value exchange. For many reward programs, a mechanism that creates a sense of urgency and action is a compelling way to pick up the engagement level with the customer.

• I appreciate the fairness aspect that’s inherent in the program design. Free entrée rewards automatically apply to the highest-priced entrée on a reward member’s next dining bill, and points are applied to take-out and online orders. These items help eliminate the risk of members forgetting to use the benefits they have earned.

• By contrast, points expire if the Preferred account is not used in a 12-month period or if it does not earn a reward in a two-year period. But then I am sure P.F. Chang’s is working to manage its ongoing liability and it really wants to connect with its most frequent and engaged customers.

• This brings me to the final question and maybe one that will be answered in time as the program evolves: Will P.F. Chang’s also use the data it obtains to enhance the customer experience by making order suggestions based on previous visits, or by using the customer’s past habits to encourage the trial of new products on the menu.

P.F. Chang’s is still putting the finishing touches on the program. Its website has not advised members when they will have access to a mobile app or the other “greater rewards.” However, the program is free and members who enroll do know they can earn toward that free entrée. Perhaps we will see the true intent of P.F. Chang’s initiative once it fully reveals the program and the related experience enhancements to customers in 2015.

November 19: Loyalty Links & Likes

Top Three Tips to Implement an Engagement-Based Loyalty Strategy - BizReport

There are clear benefits to fostering customer engagement, creating brand advocates to increase marketing reach. This article points out three ways to implement these strategies in an effective way.

Retailers Must Connect with Tech Companies to Win Customers’ Loyalty – Marketing Magazine UK

A summary of a speech given by Josh Pert, director of multichannel customer experience at BT Wholesale, at the IDG Online and Digital summit on November 18. Josh stressed the importance of customer experience, and cited Amazon and Apple as industry leaders.

Prophecies for Prophet – COLLOQUY

COLLOQUY details its predictions for seven radical loyalty trends in 2015, from touchscreen loyalty to data-storing t-shirts. It’s important for loyalty marketers to stay alert to new trends as the digitalization of marketing comes full circle.

Satisfying Your Customers Doesn’t Make Them Loyal – Marketing Magazine Australia

Market researcher GfK has found that the correlation between customer loyalty and satisfaction is only 40%. What does this mean for marketers as they try to bridge the gap between satisfaction and loyalty?

Why Customer Retention is King: The Evolution of Retention Marketing – Forbes

While the primary objective of retention marketing hasn’t changed much, the shift towards customer engagement and personalization has changed the way it’s implemented. Jerry Jao, CEO of Retention Science, speaks to how the retention market has evolved and how technology will play a big part in it’s future.