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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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A five-point plan to boost FFP engagement

A white paper detailing a five-point plan to address increasing customer disengagement with airline loyalty programmes and place perceived customer value at their core has been published by ancillary revenue experts Collinson Latitude.

In its white paper, the company outlines five effective steps airlines can take to heighten demand and brand loyalty as well as boost incremental revenues. The company says it is now challenging airlines to follow those five steps, including:

Invest in deriving insight from customer data (transactional and behavioural) to continually evolve programme content by tailoring rewards to different customer segments and keeping abreast of changing customer needs.
Plan a rewards strategy that focuses on matching the portfolio of rewards to the wants and needs of its programme members; not simply through partners that offer the best commercial arrangements.
Work closely with partners to identify and source content that resonates with the airline's brand - where complementary 'fit' reinforces the aspirational appeal of the rewards. Airlines should aim to provide an offering of goods and services unique to them to remain differentiated from competitors.
Use technology to deliver rewards that can add value by bundling appropriate products, up-selling and cross-selling so that members feel that they are getting value from rewards and offers, which also enhances the user experience.
Use technology to deliver higher levels of personalisation based on insights gained from data and user interactions.

"Demanding customers, who are used to an increasingly high quality retail experience on and offline have every reason to now expect, their loyalty programmes to offer similar experiences," said Dan Martin, commercial product manager for Collinson Latitude. "We believe it is essential to make 'value' a key priority when designing your loyalty programme - from the sourcing of rewards right through to the technology platforms you select to deliver these. Investing time in this will create customers who remain engaged, demonstrate high redemption rates and ultimately remain profitable to your programme and your business."

Sources: Collinson Latitude / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

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The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)