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Weekly Round-Up: Engaging Millennials and Winning Loyalty in the Omni-Channel Era
Engage don't just interact.
Each week, we aggregate the insights, issues and ideas dominating the conversations about brand engagement, customer loyalty and the future of marketing.

Why Brands Must Adopt An Approach of Continuous Engagement

This article shows how marketers confuse interactions with engagement. They’re not the same things. Interactions occur in the moment, while engagement occurs over time. Moving from interaction to engagement involves first gathering data to understand and predict customer behaviour, monitoring, acting, and refining – all as part of a continuous cycle that spans over the lifetime of each customer.

Read From Interaction to Engagement: Why it’s a Must Move for Marketers

Source: iMedia Connection

 Feeling Overwhelmed By Tech? You’re Not Alone.

Before brands consider creating a consumer engagement strategy housed and accessed solely in the digital space, they should pause and consider if it can be done with a more human interaction. It is still very much in vogue to bring people together –live and in person –in relevant, meaningful ways.

Read: Plugged in and unplugged

Source: Cult

Why Focusing on External Fixes Doesn’t Drive Customer Loyalty

Brands tend to focus on external factors when approaching customer loyalty, instead of internal factors that influence the external outcomes. Companies become reactionary to customers’ satisfaction and loyalty rates, but instead of fixing the root causes – what their customers actually want – they place Band-Aids on the problem and don’t seek to understand what is really driving customer loyalty.

Read: Drive Customer Loyalty By Truly Getting to Know Your Customers

Source: Business2Community

Engage Customers in Thoughtful, Meaningful and Dynamic Ways

Here’s seven great misperception about engagement (aimed at entrepreneurs) that brands should promptly set aside.

Read: 7 Damaging Myths About Customer Engagement to Promptly Discard

Source: Entrepreneur

What Makes Millennials Loyal

A new report, “What Makes Millennials Brand Loyal?,” surveyed 2,000 Millennials to gain a better understanding of how they view brands and their general feelings about brand loyalty. Results indicate that they see themselves as loyalists, but in a different manner than their Gen X siblings or Baby Boomer parents.

Read: Millennials Are Brand Loyal, Just In a Different Way

Source: Colloquy

How Lack of Engagement Killed Quiznos

Brand enagagement and loyalty expert Bob Passikoff explains how Quiznos dependency upon the franchisees didn’t allow the brand to create an engaging and differentiating position (and menu of offers) and so they ended up – not a brand – but a placeholder in the category.

Read Branding: Clueless Quiznos and Stale Sbarro

Source: Blue MauMau

Loyalty: Beyond Pricing, Promises & Points

There are three keys to securing consumer loyalty in today’s market: know your customers, coordinate online and offline customer experiences, and anticipate service opportunities.

Read: Building and Maintaining Customer Loyalty With Today’s Consumer

Source: ClickZ

Driving Engagement Through Emotional Content

If you want to generate more positive engagement, you must connect with your audience on an emotional level using valuable content that solves their problems. Use these 5 tips to guide your strategy.

Read: 5 Ways to Connect with Your Audience Emotionally to Drive More Engagement

Source:Convince & Convert

How Brands Can Ensure a Seamless Customer Experience for Omni-Channel Shoppers

Is the emergence of new high street technology being driven proactively by retailers or are they merely responding to consumer demands? This new Omnico study unveils how technology is transforming the customer experience on the world’s most famous shopping street.

Read: 5th Avenue research whitepaper

Source: Omnico

Further Reading
The CULT of Customer Experience
FIX: A new prescription to cure disengaged customers, prospects or staff
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