Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Short-termist mobile marketing spells trouble

While many marketers are deploying a mobile tactic such as an app or offer coupons, only a small handful of brands are implementing full-featured mobile loyalty schemes.

2ergo's own retail research has shown that 56% of consumers would use a personalised loyalty scheme on their mobile and 21% said they would spend more if a brand had a proactive loyalty scheme that provided relevant and timely offers. Despite this, only 6% of high street retailers currently have a mobile-based loyalty scheme.

As a result, the company warns that simply paying lip service to mobile strategies is likely to seriously damage both long term profitability and customer engagement. A full mobile strategy - which includes mobile couponing, targeted offers by location or previous preferences, and the 'mobilising' of loyalty cards - is essential if brands are to add real value to the customer experience as well as improve post-purchase perceptions.

"We know that smartphones are changing the way people interact with brands. For example in retail, mobile is used to provide store directions, in-store product reviews, and self service m-commerce, all of which delivers enhanced customer service," concluded Ariya Priyasantha, director of loyalty for 2ergo. "The ability to target via mobile enables marketers across all sectors to establish a proactive and intimate relationship with a customer."

Simply using the mobile channel as a method of offering untargeted discounts does a disservice to both brand and customer. Using the mobile channel as a platform for an integrated, intelligence-based loyalty programme means that marketers can target customers much more effectively either at home, or in real-time when they are physically inside the store, promoting relevant products or rewards based on their purchasing history.

The full survey report, entitled 'Mobile Loyalty: Are marketers missing the point?', has been made available for free download from 2ergo's web site - click here (free registration required).

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)