These days, mobile creates an even greater opportunity to build relationships with your most loyal customer than the web ever did.
But with so much control now in the hands of the consumer, it’s also set some pretty high expectations in terms of which brands they choose interact with and how often.
Knowing this, mobile-centric marketers are building specialized products to fuel custom experiences for their most committed users in order to drive higher LTV. And seeing as 80% of consumers are more likely to continue doing business with brands that offer loyalty programs, we think they’re onto something.
With every good loyalty program comes relevance, flexibility, value, and a seamless multi-screen experience. That stems from being able to action the most up-to-date insights of the customer as possible.
The trouble, though, is that siloed data spread across the various tools and services you use makes it impossible to optimize the customer journey in ways that matches user expectation. And more often than not, failing to do so risks losing them to competitors.
Just imagine unlocking such deep levels of data around specific user behavior and preferences from a service like Mixpanel, and then being able to use it to complete the picture of what a user wants by sending them a targeted email via Mailchimp based on promotions they may have viewed, tapped, or interacted with. All while knowing your decisions are backed by the most up-to-date insights of the customer possible.
Starwood is a great example of a company who leverages data to power unique, mobile-only experiences
through its SPG app to loyal guests. Like by suggesting destination recommendations based on explicit preferences (prior purchases) and implicit behaviors (searches and browsing). They also autofill preferences set during previous stays, anticipating their needs and helping them accomplish the task quickly as well as send push notifications with suggestions for activities or restaurants in the area (location based).
So, how can you complete the picture of what their customers want, as Starwood has, in order to drive the type of loyalty that goes well beyond the point of purchase – all the way through the user’s journey and beyond?
The real-time nature of mParticle’s unified data platform means capturing timely events and actioning them instantly across all of your executional platforms in order to encourage stronger loyalty (LTV) for in-the-moment value.
By collapsing the process of how data is collected and actioned, a marketer can avoid fragmentation and SaaS silos. Only then will they find a complete, end-to-end view of the customer that’s necessary to building deeper relationships with them.
If 57% of consumers are interested in using their mobile device to check their points balances, redeem reward points (55%), find a location/store (54%), and browse reward options (54%), the risk of not meeting their expectations is high. But with a customer data platform, low.