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2021 trends on customer engagement to watch out for
BUILDING LOYALTY by Yayu Javier
Yayu Javier is a past president of the Philippine Marketing
Association , current board member of the Marketing Institute of the Philippines , Chairperson of the United Nations Global Compact Philippines , Board member of the Bank Marketing Association and Board of Trustee Member of the Philippine Council of Associations and Association Executives . She is the co-owner and shareholder of
Avanza , Inc ., a CRM and loyalty company with international and local awards in Loyalty and Marketing .
There is no doubt that Loyalty Program brand owners have stood still at the start of the pandemic and had to recalibrate their way of engaging with customers . With more stores and brands moving into digital , e-commerce was the only way to continue the purchase from the comfort of one ’ s home . I would like to start off with your survival kit to keep that love burning with your customers :
Trend # 1- Marketplace
Many retailers have jumped into not just one but in many marketplaces to make sure that they are not losing out on any online shopper segments . Even consumer goods have set up their own e-commerce to make sure that consumers will purchase more same brand products and can take advantage of special offers like Unilever . One will find brands that run their own and at the same time would be in other e-commerce sites like Shopee , Lazada , and Zalora .
Trend # 2 Eco-Systems
To offer more conveniences in making everything available under one has also become an expansion for those in the digital platform . For example , Grab who started as shared riding services has now expanded to payment system while keeping their perks and rewards and have offered merchants where you can use your points or buy using their payment system . G-Cash has also started to offer savings , insurance and operates almost like a bank in addition to their payment and merchant offers .
Trend # 3 Customer Value Segmentation
Understanding your different market segments and defining what they need and want and their purchase behavior will help brands and retailers more customization on offers . These will also provide a feeling of “ we care for you ” message to your customers creating more patronage for your brands . One example is extended birthday perks during pandemic in view of the difficulty of travelling .
Trend # 4 Agility
Companies that are agile and resilient can survive better during pandemic . This is still connected with what the market and your customers want so that leadership , innovation and execution can react quickly to the demands of the market . A Dimo ’ s pizza parlor in Chicago , U . S . A shifted to producing face shield using their ovens and have done well . Creating platforms and systems to address the needs of our customer are crucial to survive today . Some examples would be booking apps , curb delivery , to name a few .
Trend # 5 Circular Economy
Recycle and providing more options not to waste food or items are some of the things you can provide to contribute to the saving the earth . This is important as more and more consumers or shoppers patronize companies that are eco-friendly . A great example is donating food from events at hotels or restaurants . There are even apps that allow you to pick up your meal one hour before restaurants close .
Trend # 6 Customer Service
I can ’ t emphasize enough the importance of Customer Service during these times and yet we see so many companies that fall short on this especially when the lockdown started . The rise of personal shoppers has been very helpful specially during the Christmas season and this has made many shoppers to find great gifts for their loved ones . A case study I wish to share is providing a social media customer service we did for one of our clients that has helped increase their online sales because of a quick response of our contact center .
Trend # 7 Safety and Wellness
The more that we can assure our customer ’ s safety the more they will feel comfortable coming back to your store . Some restaurants have added bubble dividers and the rise of outdoor dining has become more attractive for those who wish to have a break from staying at home .
Trend # 8 Mobile Platforms
If you are not yet in mobile or at least mobile-friendly platforms , you are not even in the game . Investing in mobile platforms is really your best bet as consumer are finding convenience in ordering , shopping , and paying . At the very least , make your products available in e-commerce platforms so you can still catch shoppers who are already loyal users of these apps .
Trend # 9 Instant Everything
We must provide quick updates of points , rewards and perks of our loyalty members , as they would surely want to avail whenever they qualify . Everyone now is looking at promos and perks they can enjoy during these difficult times . Retailers and brands need to be proactive in communicating to its members their qualified perks and rewards .
With the rise of so many touch points that include also digital , e-commerce , offline , search engines , it is important to make sure that you provide a same customer experience in all of these touch points . More importantly , providing a quick response to inquiries is critical to keep your customers engaged . Having also a database of your customers and with the right CRM will allow you to respond properly based on the profile and preferences of your customers .
Investing in systems , digital and platforms is crucial for you to survive today but more importantly you have to show that you are a responsible brand that cares for your customers and the community that you are in . Becoming customer-centric and a purposeful brand are the key factors that will help you become a more preferred brand amongst an even more demanding consumer during the pandemic .
Stay well and safe . You can e-mail me anytime for any questions or assistance in your customer engagement to get you started in the right direction this 2021 .
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