Creating Optimized Customer Experiences When Loyalty , CRM Come Together

Michael Hemsey

Ask marketers or loyalty marketing service providers (L-MSPs) what will be a common 2013 theme and they’ll tell you “convergence” – just like 2012.

But what type of convergence do I mean? There are two types, one unfolding in response to the other. Last year, marketers anxiously sought the implications of channel convergence capitalizing on many touch points: smartphones, tablets, TV, email and social media. The upside to convergence and channel proliferation was copious customer data. Everything from shopping habits and location to loyalty-program status can be tracked across multiple channels.

One challenge for marketers and L-MSPs comes down to managing the data deluge: how to turn data into actionable insight...

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