JILL BRITTLEBANK
Senior Director, Strategy & Analytics Zeta Interactive
CRM
A lot of people seem to think brand loyalty is a thing of the past. What do you think? JL: There are a lot of young people who are very brand loyal. But what drives brand loyalty is shifting. As consumers we’ve become more cynical. The motivation of loyalty used to be about reassurance and smoothing the path and delivering consumers. I don’t think brand
Are there certain types of people who are more brand loyal than others? JL: There are people who are loyal to decision. There are people who are There are people who are loyal by convenience. They’ll go to the nearest store. And there are people who are loyal by habit.
Are there any companies in particular you think are doing a good job in fostering brand loyalty? JL: Everyone says Amazon. They’ve looked across the customer journey and made it ridiculously easy to buy anyone else. Whether that’s through you to come back with all sorts of also liked this…” On almost every element of loyalty they are working hard to entice the consumer back.
Are brands generally getting the customer journey right? JL: Some brands are doing it really and there are some brands blasting out one-way communication with
of brands are creating a great customer journey by having a clear understanding of their brand position.
How important is omni-channel in creating brand loyalty? JL: brand to recognise and value our starts to be a disconnection between business and consumer. From a CRM perspective it’s about making sure you’re not introducing negative points of dissidence into the customer journey.
Do you think some brands get a bit carried away with the latest trends? JL: Each channel has a purpose and a role in consumers’ lives. Obviously you want to go where the people play but in a way that’s relevant to your brand and to them. If you don’t have something relevant to the struggle to connect with them. Imagine the platform is a party- you don’t want your brand to be the annoying gate crasher trying to elbow into a group that’s having a good time.
How can brands improve their omni-channel strategy? JL: Start with identifying who the For some brands that means using a big data lake and for some it means it’s about using data in a more agile sense to do some heavy lifting and integration.
How can analytics help with holiday marketing? JL: Pre-Christmas it’s well documented that email volume goes up and engagement drops
down as consumers become more and more inundated with start by understanding the customer you can learn who Most brands have groups of customers who only engage with them at particular times of the year Christmas or pre-summer.
How important is a decent CRM tool for nailing your omni-channel strategy? JL: The ability to recognise customers across channels – ingest data and act on insights – is fundamental. We all have our near real-time response when we interact with brands. We’re website and don’t get a welcome message until a day or two later. We live in real-time and want brands to respond in real-time. Many customers choose to contact companies via Facebook and Twitter because they feel they will get a faster response.
We expect a brand to
recognise and value our
transactions
across channels. And, if they don’t, there
starts to become a disconnect.”
How do you think brand loyalty will evolve in the coming years? JL: Successful brands will continue to understand consumer needs and how to anticipate changes. These are the ones that are going to deliver – and make our lives a little bit easier. modern consumer. As long as we tend to be quite habitual. Brands that will continue to appeal to their segment of customers.
zetainteractive.com
43 issue 29 winter 2016
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