You likely wouldn’t treat a complete stranger the same as your best friend. So why do brands continue to treat their Members, their known customers, the same as the anonymous shopper who just walked in the door?
According to the 2016 Bond Loyalty Report, you are likely a Member of 13.4 loyalty programs. You may be a “gold” or “VIP” Member in one or more of these Programs—but do you feel like it? In many cases, you are treated like any other customer. In fact, only 20% of Members say that they feel special and recognized.
The fact is, all known customers should feel special, even if some should feel more special than others. Why? Member satisfaction is 3X higher when brand representatives make a customer feel special and recognized. But, you need to ensure they are getting it right for their best, before the rest. To build long-term, meaningful and profitable relationships, you need to do a better job of thinking through the customer experience for your most important and valuable customers.
Join me and my friends from Bond Brand Loyalty at 1pm ET September 15 as we walk you through how to:
1. Design the right customer experience for your best customers using the latest methodologies in co-creation.
2. Turn design into a comprehensive Customer Experience playbook.
3. Execute with excellence; engage and galvanize your brand representatives to deliver your desired CX for your most loyal customers.
4. Sustain your Customer Experience efforts—making it a way of being for those who represent your brand.
Morana Bakula, Director of Customer Experience, Bond Brand Loyalty
Morana leads Bond’s Customer Experience practice which includes a multidisciplinary team of Customer Experience Strategists, Learning Strategists, Instructional Designers and Project Managers.
Morana is a trusted client adviser and an award-winning learning professional with 10 years of experience architecting strategic learning and motivation solutions while bringing tremendous passion and commitment to helping our clients deliver a sustained differentiated customer experience.
Morana has deep experience across industry sectors, including: pharmaceutical, financial services, insurance, retail, consumer and packaged goods, hospitality, and has worked with some of the world’s most recognized brands including: Janssen, Roche, KPMG, American Express, Nestle, PepsiCo, AB InBev and BlackBerry.
Morana has a BA (Hons.) in Philosophy and English. She is also a certified Instructional Technologist (Centre for Effective Performance), and is certified in Strategic Change Leadership (Rotman School of Business).
Scott Robinson, Vice-President Loyalty Solutions, Bond Brand Loyalty
Scott Robinson is Bond Brand Loyalty’s thought leader for consumer loyalty strategy engagements. His focus is enabling clients with the best possible solutions for their specific objectives and environments, and ensuring Bond maintains market leadership in terms of loyalty and CRM innovation, technique and approach.
Scott has over 10 years’ experience designing, implementing and optimizing large-scale loyalty and CRM programs, and helping clients understand how to use them as stepping stones for inspiring powerful relationships with their customers. Along with his strong experience across a number of industries, including consumer retail and financial services, Scott brings a highly disciplined analytics approach to strategy development for clients.
Earlier in his career, Scott launched and developed our Consumer Insights and Strategy Group, and spearheaded the development of the CRM principles and techniques, campaign management protocols and consumer data-driven strategy development tied to some of North America’s most celebrated loyalty programs.
Scott’s current focus is the intersection of marketing and neuroscience, through his involvement with The Maritz Institute. Scott is frequently called upon to comment in the media, and is a frequent speaker at industry events including conferences by Loyalty360, eTail, CMO Exchange, CRMC, CMA and AMA. Scott holds an MBA from the Richard Ivey School of Business at the University of Western Ontario.
Kerry Bodine believes that happy customers lead to happy shareholders. Her book, Outside In: The Power of Putting Customers at the Center of Your Business, helps business leaders understand the financial benefits of great customer experiences — and how their organizations must change in order to deliver them.
Kerry is an independent customer experience consultant with expertise in human-centered design, marketing, and branding. She helps executives co-create innovative products, services, and experiences that truly matter — for their customers, for their employees, and for their business.
Kerry’s ideas, analysis, and opinions have appeared on sites like Harvard Business Review, The Wall Street Journal, Fast Company, Forbes, USA Today, and Advertising Age. She also contributes a regular column to Touchpoint, the journal published by the global Service Design Network. An accomplished and frequently requested speaker, Kerry has keynoted customer experience, design, and marketing conferences around the world.
Kerry spent seven years with the customer experience practice at Forrester Research. As vice president and principal analyst, she led Forrester’s research on customer experience design and innovation. She was also the creative force behind the customer experience ecosystem, a framework that helps companies diagnose and fix customer problems at their roots.
In previous roles, Kerry has managed consumer research teams; guided the design of websites, mobile apps, and branded social networks; designed interfaces for robots and wearable devices; and, in 1995, developed a Web-based social shopping prototype for AT&T Bell Labs. She has also completed stints as both a management consultant and an advertising executive.
Kerry holds a master’s degree in human-computer interaction from Carnegie Mellon University.