Post by account_disabled on Dec 24, 2023 9:13:17 GMT
A good customer experience has become the main demand that consumers make of companies today, and, as a result of the COVID-19 crisis, this experience must be equally satisfactory in the physical and the digital. To meet this need, personalizing the customer relationship at scale is key. In this sense, a loyalty program is capable of transforming customers' relationships with the brand. A loyalty program encourages consumers to be more loyal and make more frequent purchases, among other things. And to learn more about how loyalty programs have evolved in recent years and how they can help companies improve their relationship with customers, at MarketingDirecto.com we spoke with Miguel Poyatos, VP Client Success Europe at Cheetah Digital. The COVID-19 crisis has brought about great changes that directly affect the marketing industry.
How can companies and professionals adapt to new customer demands? We have lived a very complicated year, our lives have been turned upside down, changing the way we work, the way we communicate or the Phone Number List way we buy. As expected, e-commerce has exploded and we have seen overall digital growth that, if the COVID-19 crisis had not arrived, would not have happened for several years. The border between online and offline is disappearing , as is the competition within the same company between the digital channel and the physical store. This is caused by changes in our habits and preferences as consumers, changes that will continue to be present. In particular, we have seen the transformation in consumers who previously did not buy online or certain types of products, and who have now launched themselves into the online market.
The great challenge for companies and marketing professionals continues to be the customer experience , that consumers feel a proximity comparable to that of their usual store in this new scenario. For this, it is necessary for brands to recognize them, send them relevant content and, if possible, at the right time and through the right channel. Right now it is key to personalize the relationship with the customer on a large scale. What would you say are the new trends that have emerged in the relationship with consumers? How to implement digital transformation in the customer life cycle? In general, we see that new consumers are emerging, as well as increasingly demanding consumers. We can think that the main reasons for brand loyalty are in the products or services offered, the price or the proposal of a loyalty program. While these reasons are important, they are not enough to build authentic customer relationships and retain them.
How can companies and professionals adapt to new customer demands? We have lived a very complicated year, our lives have been turned upside down, changing the way we work, the way we communicate or the Phone Number List way we buy. As expected, e-commerce has exploded and we have seen overall digital growth that, if the COVID-19 crisis had not arrived, would not have happened for several years. The border between online and offline is disappearing , as is the competition within the same company between the digital channel and the physical store. This is caused by changes in our habits and preferences as consumers, changes that will continue to be present. In particular, we have seen the transformation in consumers who previously did not buy online or certain types of products, and who have now launched themselves into the online market.
The great challenge for companies and marketing professionals continues to be the customer experience , that consumers feel a proximity comparable to that of their usual store in this new scenario. For this, it is necessary for brands to recognize them, send them relevant content and, if possible, at the right time and through the right channel. Right now it is key to personalize the relationship with the customer on a large scale. What would you say are the new trends that have emerged in the relationship with consumers? How to implement digital transformation in the customer life cycle? In general, we see that new consumers are emerging, as well as increasingly demanding consumers. We can think that the main reasons for brand loyalty are in the products or services offered, the price or the proposal of a loyalty program. While these reasons are important, they are not enough to build authentic customer relationships and retain them.