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Simply Unique: How Special Will Your Loyalty Program Be?

Simply unique: how special will your loyalty program be?

"We want something unique! We like new features. We need to differentiate." Clients ask us to support them to be successful in influencing customer behavior. Of course, programs that successfully influence behavior and that represent a specific 'unique' brand, product or service will need to be unique too. Right? Wait a minute… is that actually true? We took a few…

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What Are The Best Loyalty Metrics To Use?

What are the best Loyalty Metrics to use?

Although it is clear that companies don't start loyalty programs without pursuing a goal, there are surprising little companies that express those goals in measurable KPI's or loyalty metrics, and that monitor those consistently. At first sight, that is remarkable: why would you invest in a serious program without checking what it delivers? When you go a bit deeper, you start…

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What Is Missing In The New Gartner Buy/Own/Advocate Customer Experience Journey?

What is missing in the new Gartner Buy/Own/Advocate Customer Experience Journey?

This month, Gartner published a new Customer Journey Model which they baptized - very practically - the "Buy/Own/Advocate Customer Experience Journey". As soon as you see the graphic representation of this journey, the reason for its name becomes clear: it has three cycles, which are marked with the names 'Buy', 'Own' and 'Advocate'. For many reasons, this is a nice update to…

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Doing Experiments With Sinan Aral

Doing experiments with Sinan Aral

For some, "doing experiments" sounds abstract (or even a bit weird), but when you're in Marketing (or any other behavioral science for that matter), you should know that doing experiments should be the basis for many of your decisions. Testing scenarios, hypothesis and/or strategies in a scientific way provides companies a data driven decision making process where 'guesswork' and gut…

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Behavioral Science Progress: Divide Or Integrate?

Behavioral science progress: divide or integrate?

This is a response to an article by Arjan Haring in Medium (Experimentation is hard — really fucking hard) in which Arjan explains that Experimentation, rather than using many behavioral science theories, is his way forward. The reasons are that too many people have treated the various explanations, or maybe even: the discovery - of people's biases as a silver bullet to create…

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State Of Marketing 2016

State of Marketing 2016

An impressive report (71 pages) was issued by SalesForce this week about the 'State of Marketing'. It's well worth a read, but for those of you who don't have that time, we'd like to summarize the most important findings. It basically comes down that Marketing today is all about customer engagement and experience. The 2016 State of Marketing report is based on the…

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Research: How Can Marketing Build Loyalty And Advocacy?

Research: How can Marketing build loyalty and advocacy?

The Economist asked Western European CMO's: How can Marketing build loyalty and advocacy?   The answer is not truly surprising, but still something that not all CMO's are working on actively at the moment. Or not enough. Maybe that is because it is so obvious, which makes it easy to overlook the importance of it. The Marketing Department can build loyalty…

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