Last week, I along with Katie and Thomas attended and sponsored America’s Customer Festival in Las Vegas. As we attended presentations and spoke with other attendees at our booth, three themes emerged:
- Excellent customer service drives significant ROI. There was consensus among participants that customer service is treated like the company stepchild. Overstock’s SVP of Customer Care, Brian Popelka, illustrated how investing in training and empowering your team can build lasting relationships while addressing customer questions, problems and concerns.
- Great customer loyalty programs provide for increased customer lifetime value (LTV). Many attendees shared their thoughts around email loyalty programs. There was a consensus that better engagement through personalization resulted in improved performance.
- Big data plays a vital role in driving the information necessary for a successful loyalty program. In order to drive engagement, marketers must understand how and why their customers interact with their brand. Marketers spent time in the exhibit hall looking for better ways to collect, store and understand data about their customers.
Attendees visiting our booth were most interested in TowerData’s Email Intelligence service, which helps companies get to know their customers by matching demographic, interest and purchase data to email or postal addresses. At the conference, attendees were particularly interested in how our service can return this information in real-time through our API, giving them insight into their customers at the moment of acquisition.
Overall, America’s Customer Festival served to remind us that good customer service is not optional, and that companies can build a better customer experience by gathering and using relevant data about their customers.
Want to know more about TowerData’s Email Intelligence service? Click here to read our brochure!
Photo Credit: Glen Richardson