Strategy Driven

JUNE 2, 2020

Direct marketing channel. Another way to improve engagement through your app is by asking customers for feedback, both on their experience with the app and your product/service. Asking for engagement this way will make your customers feel appreciated, valued, and build loyalty. Stand out from competitors.

Succession 66

Succession Customer Loyalty Download Brand 66

Harvard Business Review

AUGUST 4, 2017

Patagonia secures customer loyalty through its “Worn Wear” website, where environmentally-conscious consumers can purchase secondhand clothing at a discount and trade their own used duds for gift certificates. This includes making decisions about whether to sell online and what assortment to feature.

Retail 8

Retail Brand Apparel Discount 8

Harvard Business Review

JULY 15, 2014

Now the question is how much do you spend marketing to your customers and how effective are your efforts? Your total marketing budget is $10,000 for the year and you have a total of 500 customers, so your direct marketing costs per customer per year are $20.

Discount 11

Discount Direct Marketing Present Value Customer Loyalty 11

Harvard Business Review

SEPTEMBER 22, 2011

More and more companies are tying incentive pay to customer metrics. TIAA-CREF, the big financial services company, includes customer loyalty score improvement in senior executive compensation. Help your employees understand the causes of different scores, and they will view customer feedback as more than just a scorecard.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

NOVEMBER 23, 2011

Through its social media presence, L.L.Bean not only posts daily markdowns, but also a steady stream of stories from customers who share how they have used L.L.Bean products "to enjoy the outdoors." The Personal Concierge.

Brand 15

Brand Retail Fashion Supply Chain 15