Transforming Marketing for the Membership Economy

Presented by

Author, Consultant, President of Peninsula Strategies Robbie Kellman Baxter; EVP, Opera Solutions Matt Guenin

About this talk

What makes a customer loyal? No single factor drives customer loyalty, and not all of the factors that drive loyalty are easy to control — or necessarily controllable at all. Customers don’t pledge their loyalty lightly, and even when they do, they can quickly shift it elsewhere. As a result, businesses often struggle to drive and retain customer loyalty, and no business can ever assume that its customers are loyal. How can a company hope to succeed amidst so much uncertainty? If a business can change the nature of its customer interactions from transaction-centric to relationship-centric, it can convert its customers into brand advocates, giving them a sense of “membership.” Businesses and customers that have this kind of relationship constitute the Membership Economy. By applying the principles of the Membership Economy to the concept of Aspirational Value, utilizing a customer engagement framework that links Big Data analytics to the customer journey, and enabling processes and technologies that deliver customer-centric marketing as an operational capability, businesses can more effectively drive and sustain customer loyalty. Please join us for a webinar panel discussion with the author who developed the concept “Membership Economy,” Robbie Kellman Baxter, as well as Big Data analytics executive Matt Guenin. They will explore these topics in detail and share their observations about how industry-leading companies are putting these concepts into action. Who should attend: Business leaders, sales and marketing professionals, analytics professionals, and other key decision makers in industries that rely on customer analytics

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