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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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Service is now the key factor in affluent loyalty

Exceptional customer service has become the most important aspect of affluent customer loyalty, according to a survey of marketing professionals by Affinion Loyalty Group and VIPdesk.

The survey found that exceptional customer service, exclusive rewards, and concierge services are the most important aspect of customer loyalty programmes geared toward affluent consumers. More than 50% of loyalty marketers identified exceptional customer service as the most important aspect, which more than 40% cited exclusive rewards or concierge services as the most important aspect.

Other findings of the survey suggest that affluent consumers are most influenced in their customer loyalty decisions by recognition/personalisation (52%), followed by desire for exclusive access (32%) and desire for status (15%). Nearly half of survey respondents said their company already has a loyalty programme in place.

"This research shows that the affluent tend to be brand loyal, tech savvy and travel focused. The differentiating factor in all three areas is service. The affluent consumer will be loyal to your brand, but only if you provide the best service," said Charles Christianson, group vice president of sales & account management for Affinion. "Furthermore, they seek to simplify their lives with technology. From a travel perspective, they expect their loyalty programme to help them go where they want to go with fewer hassles. The bottom line: companies must create an experience that delights the affluent consumer."

"The results of the survey support our belief that the affluent customer base puts a high premium on exceptional customer service," concluded Mary Naylor, CEO for VIPdesk.

The survey was conducted during a webinar presented by Affinion Loyalty Group and VIPdesk, and produced by Loyalty 360. The webinar, entitled 'What Do Affluent Customers Want From Their Loyalty Programmes?, offered various insights from the survey for fostering engagement with today's discerning affluent customer. A recording of the webinar has been made available for playback via Loyalty360's web site - click here.

Sources: Affinion Loyalty Group; VIPdesk; Loyalty360 / 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.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

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.

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