What Ian is saying is that there are different departments working on the customer's journey. From marketing, which positions the company in the marketplace, to communications, which pushes the message out further, to sales, which is the official name we've given to the process of the point where the customer buys. And then, once they are a customer, we try to get them to come back, moving them from one-time buyers to repeat buyers.
My original post was about creating a special department or team that focuses on creating loyalty from the casual or one-time buyer. I still believe that's an effort worth investing in. But, Ian's response warranted a response:
https://www.hospitalitynet.org/opinion/4087706.html/
In the Age of the Customer, customer-obsessed businesses have a competitive advantage. As more businesses adopt a customer-centric focus and this becomes the norm, this advantage will come to an end. Companies that are unable to provide positive customer experiences will be threatened by the growing number of businesses using customer experience to drive loyalty and adoption of their products.
https://www.demandware.com/blog/retail-intelligence/understanding-really-means-customer-obsessed/
Customer loyalty and advocacy have experienced a shift in gear as of late for Uber in the UK alone. This latest news of a huge hack in the US that exposed personal data of over 57 million customers and drivers is set to see many turn their backs on the ride-service provider and further damage their faltering reputation.
Not only did Uber hide the massive global breach of data in October 2016 and fail to inform those affected, but they’ve also confirmed they paid the hackers to hush them. Uber paid those responsible for the mega-hack around $100,000 to remove the data and keep the accessed data a secret.
https://customerthink.com/uber-the-changing-gears-of-customer-experience/
In many conferences in 2017, the buzz has all been around the customer experience, customer journeys or customer engagement. These topics come up in almost every presentation in a banking, hospitality, marketing or retail conference. However, there was little linkage between these “buzz” topics with loyalty nor branding. There is a correlation between the customer experience and how that impacts loyalty and an organisation’s brand. How does a brand inspire loyalty and how does the customer experience elevate a brand?
The Holy Grail for any marketer is to get the consumer to spend with you.
In today’s modern world, consumers are knowledgeable, tech-savvy and loyal. In our fast-paced environment, where consumers have limited time, if there is a brand that has quality and is trusted, consumers will be more compelled to “automatically” buy that brand. This will enable the consumer to save time so as to have more time to do the things they need to do.
http://www.marketing-interactive.com/features/synchronizing-loyalty-customer-experience-and-branding/
