Customer Loyalty Agency.
Q&A: Who, What, When, Where, Why & How...
Our Clients Get More Loyal Customers.
Q: Who leads your Customer Loyalty Agency team?
A: When you work with our Customer Loyalty Marketing team, you work directly with the principals, Colleen and Earl Quenzel.
The agency's founders started in the Customer Loyalty Marketing business... designing, developing & delivering some of the most innovative Customer Retention and Customer Loyalty Marketing programs in the business for such leading consumer brands as TWA, Continental Airlines, American Express, Time Inc, AT&T, priceline, jetBlue, Marriott, Hilton Hotels & Spirit Airlines.
Importantly, Earl spent a big part of his career actively managing what many consider one of the best Airline Customer Loyalty Marketing Programs, Continental Airline's OnePass Program, and the largest Customer Loyalty Marketing Program in the United States, AT&T's True Reward Loyalty Program. When you work with our agency's Customer Loyalty Marketing team, you'll find our agency's practical, hands-on, experience with Customer Loyalty programs helps you find & keep the right customers to Grow Your Business... Fast & Profitably.
Q: What's your Agency's definition of Customer Loyalty?
A: Our Agency defines True Customer Loyalty as a feeling of attachment and future commitment to a brand's people, products and services that expresses itself in three, measurable behaviors: a majority share of the customer's current purchases, an increasing dominant share of the customer's purchases over time and a consistent, proactive practice of positive reviews, recommendations and referrals.
Loyalty is not linear. It takes a superior experience to catch and hold a customer's loyalty. Superior profitability is a consequence of customer loyalty. Managing for profitability and managing for loyalty involves the integration of very specific marketing strategies and operational actions.
The days of automatic growth are over. Today, power flows from an increasingly informed & confident consumer. If you don't know how today's consumer gathers information & makes decisions on what brands to buy; you're going to be left behind in the race for business.
Q: What's unique about your Customer Loyalty Agency's approach to Loyalty Marketing?
A: We've observed and learned that no business was ever successful without a growing base of loyal, repeat customers. Our approach focuses on growing a client's base of loyal repeat customers and driving more business from the client's loyal repeat customers.
Our agency's approach to helping our client's build True Customer Loyalty among their best customers (high-value/high-volume) encompasses a fully integrated effort. It starts with a sharp focus on identifying a client's most prized customers... those the client can serve profitably. Real customer insight lies at the heart of our approach: what your best customers think about your brand in relationship to the other brands they consider a viable options to meet their need(s), how they respond to your brand's efforts to build a mutually beneficial, two-way relationship and what they really want from your or a competitors brand (it's rarely the lowest price). In short, our agency's approach centers on identifying the right combination of product features, pricing and services that excel in solving your 'best customers' particular need/problems and delivering them in a way that completely reflects their personal preferences and values.
Q: When your Customer Loyalty Agency team takes on a new client, what do you do to actually ensure my business gets more loyal customers?
A: To make sure our clients get more loyal customers, we start with Voice of the BEST Customer Research among your most high-value and high-volume customers to understand what drives their customer loyalty.
This is our Customer Loyalty Agency's proprietary process for Customer Loyalty Research. It helps us identify and understand how different groups of people (who seek different benefits & assess risks differently) perceive their competitive choices relative to the client's brand. This process allows us to identify a client's core customers (Highest-Volume, Highest-Value, Highest-Loyalty, Most-Vocal Brand Advocates) and uncover new & unique insights into this critical segment for growth.
Next, We Turn Customer Loyalty Insights into a Customer Loyalty Strategy.
While every client & business situation is different, our customer loyalty agency's observed & learned that the most reliable way to build a client's business is to build the client's Brand Reputation. After all, the more consumers feel your brand (business) is the best solution for their particular needs; the bigger your business will become.
Then, our Customer Loyalty Agency Team collaborates to develop a Consistent Customer Loyalty Message & Image for Your Brand.
A client's brand identity and brand message is often the first 'touch-point' in a prospective customer's experience with the brand. Working from a data-driven, fact-based brand marketing brief we provide creative thought-leadership to grow your business efficiently, effectively and Fast.
Finally, your dedicated Marketing Agency Team provides crisp execution of the Customer Loyalty Plan.
Great brands align their actions. This discipline is reflected in their strategy, products, service, communications, recruiting, training and physical atmosphere.
Our Customer Loyalty Agency's approach integrates your customer loyalty marketing across the entire customer experience. We ensure execution of the customer loyalty strategy through all customer touch-points, offers, actions and communications.
We measure your brand marketing's impact on your business results daily. We report results in a joint Agency-Client Monthly Brand Marketing Metrics review.
Airline Loyalty Program Creative:
A new Customer Loyalty study by the Travel, Hospitality, and Leisure practice group at the consulting firm Deloitte LLP shows that the Customer Loyalty programs designed for most hotel brands don’t deliver.
With Hotel Loyalty program members spending almost 50% of their time at other hotel brands, the Customer Loyalty programs, as currently designed and executed, simple have little or no impact on the customer’s purchase decision and purchase behavior.
The study suggests that if Hotels want to make their Customer Loyalty Programs more effective, they should:
- Encourage specific behaviors with unexpected rewards
- Make rewards personally meaningful
- Provide in-the-moment accessible rewards
- Be forgiving; don’t penalize behavior that loyalty programs encourage
- Reshape the customer experience
- Reinvest in capabilities and infrastructure