How should banks view Mobile - as a new channel like branches, or as the defining experience of the bank?
The intersection of business and technology.
Written by Charles Allen who lives and works in Hong Kong.
When segmenting your customer base and deciding who to target it can be tempting to focus on least engaged customers as the opportunity seems biggest. A better starting place - in my experience - is to start with the most engaged customers.
Customer loyalty campaigns abound: providing special offers and recognition to reward loyalty is an important part of the marketing toolkit. Figuring out whether a campaign is effective or not can be complicated - and a phenomenon I call 'survival of the most engaged' can often hide what's really going on.
One of the hardest tasks for any brand is keeping a strong relationship with their customers. How do great companies do this and what are some of the pitfalls to avoid?