Welcome. Come on in, take a look around, and get comfortable with a new take on the world.
A world more loyal. A world more rewarding for customers. A world more resilient for brands
and extremely profitable for the underlying businesses those brands represent.
After being in the loyalty business for more than 100 years, we can tell you a buck
on brand loyalty goes 6 to 7X† further than a dollar spent on acquisition.
We're a Maritz company, and we're excited to help you make
the most of your investment in this new age of brand loyalty.
We all know the role of marketing is to find and keep a customer. It's the perpetual 'keep' part
that excites us. And though the topic of brand loyalty can be as complex and unique as any human
being is, the philosophy of this business is quite simple. Brands want their customers to come
again—to remain loyal—and to tell others. Our specialty is customers. Need to see them more
frequently? Like them to try something new from you? Buy more? Find others like them?
We do that. In fact, that's all we do.
A dash of human, a pinch of experience, and a whole lotta digital—topped off with your brand!
The secret sauce of brand loyalty is more akin to a recipe than a formula. There's some empirical parts for sure, but there's an art to making it great. It's not just deploying e-commerce recovery-module email blasts, providing points, plastic cards, or play money—or even carpet-bombing coupon codes. With 60% of marketers actively seeking new ways to engage and retain their customers*, Brand Loyalty has never been more tasty.
Our recipe for brand loyalty is a combination of behavioral science and neuroscience… (literally watching the brain light up as people make decisions), overlapped by strategic design-thinking frameworks, iron-clad-financial-pro-formas (go on, ask another marketing agency for one of those), and a deep digital and tech platform expertise. We scoop 'loyalty' out of the realm of the subjective, fuzzy, and notional—and deliver it to the real, hard-working, retail-relevant realm of business results.
But brand loyalty is a dish best served sharable, where brands earn the loyalty of their customers at every interaction—not just the other way around—and treat those people as more than just clicks, trips and baskets. Equally, brands deserve customers who are more than just Facebook friends, Twitter terrorists, and less fickle with their shopping choices—choosing to try once, buy repeatedly, and suggest others do the same. We find the win-win for everyone in this equation, bonding the uniquely human experiences customers seek with brands, with the digital ones that maintain a relationship with customers away from store. We bake relationships that are mutually beneficial, more profitable, differentiated from competitors, and completely sustainable.
Caution: don't water it down.
†Bain & Co
*Forrester Research, Inc.,"The Loyalty Partner Primer"
The Loyalty Report
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SYNAPZE™ Loyalty Platform
One platform to grow
CEO Bob Macdonald talks Brand Loyalty on
“Our long-standing partnership...has delivered great results for the SCENE program. We are continually impressed by their pro-activeness in delivering strategic ideas that evolve and better our business.”
“We chose [this team] because they are a founder of the
Loyalty Marketing Industry, and also get the future of it.”
“We now have more engaged customers, with customized communications and measurable growth to our business. And we can see at a store level.”
“...Every consultancy puts their very best foot forward on the "first dates" to blow the socks off prospective clients…then, when the rubber hits the road, the delivery of thought leadership can start to wane. I’m so proud to share that that has never, ever been the experience...This group is smart, thoughtful, deliberate and thorough. And, their energy/enthusiasm for the project is infectious – many of us here comment on how pumped we feel after a presentation.”
While you may not have played the board game Clue recently, there is compelling evidence that great consumer experience begins with an insight followed by clear and sometimes surprising action. An insight, in our opinion is a fact married to intuition. We used this insight to tackle the need for improved hospitality in the automotive sector and offer an experience that would lead to a higher rate of satisfaction and therefore greater advocacy.
In fact, loyalty increased by 17% for consumers who were completely satisfied with the service on their previous vehicle while under warranty, according to the Maritz New Vehicle Customer Survey.
In this case, the challenge was that our client’s customers felt that the competition was more “hospitable” and were choosing them. Our intuition told us that to make a real change and recapture/retain our customers we needed to break the mold and look for best-in-class examples of hospitality. Many have looked at the hotel industry, but we needed to get more personal than that.
Our Insight: If our client’s frontline treated their customers with the grace and hospitality associated with a professional Butler, consumers would win and the competition would lose. A win-win, right?
So we hired an expert, world renowned Charles the Butler. Think about it, most of us will never have a butler, but when it comes to hospitality who better to demonstrate the principles of caring for and anticipating the needs of everyone’s most important audience – our guests.Enter the Butler
Charles is the founder of Charles MacPherson Associates Inc. and brings over 24 years of experience in Household Management as the Major Domo for one of Canada's most prominent families as well as his role as Founder and President of Charles MacPherson Associates since 1996. In addition to his other full time duties at Charles MacPherson Associates Inc., Charles is currently writing "The Butler and Household Manager's Compendium" which promises to be the definitive work on the subject. Charles has also worked with Royal Bank as well as luxury companies such as Veuve Clicquot and Louis Vuitton.Making it Relevant
We knew having the services of a butler alone wouldn’t get the job done, so we partnered with one of our experts in the business, someone who could walk in the frontline’s shoes with our expert in hospitality. We also had to make sure that this program delivered relevant and industry-specific context to this personalized ideal of hospitality. The end result? Once past the initial shock (and perhaps skepticism) our audience embraced the concept and turned what could have been a simple training program into a rich, genuine and passionate discussion about how they could deliver hospitality in any situation—good or bad. The frontline loved the Butler and found it very relevant to have a butler train them in delivering customer satisfaction. And doing so gave them a new outlook on the importance of hospitality excellence in customer service.
3 Principles of CX Hospitality
1. Permission granted. No one ever needs permission to be nice. In fact, your frontline team more than anything can influence your customer’s perception of their experience with a simple smile. Reminding the frontline team that this is always in their control, regardless of the situation, goes a long way towards creating great experiences.
2. Listen. The greatest skill in customer service is the ability to listen… not hear, LISTEN. If your frontline is not listening to your customers there is no way they can provide great experiences. Remarkably, many have forgotten how to listen and this is a skill that is well within the control of everyone on the team.
3. Change the context. Context is a powerful resource in any scenario and asking your frontline to walk a mile in their customers’ shoes will help them empathize and create better experiences. Secondly, have them identify a great hospitality example and even better provide them best-in-class experiences. Take them to a fine dining experience, send them to a luxury hotel and be sure to help them observe and reflect on these experiences and only then will they be able to duplicate them.
Continually attracting new customers is a strategic dead end for most companies. The reality today is that many products and services are a commodity and customer experience can be the differentiator that keeps customers loyal to your brand. In this case, hospitality was both the differentiator and the solution. Knowing that your frontline staff have control over the customer’s brand experience, applying a hospitality approach can help build loyalty as opposed to eroding it, contributing to increased customer satisfaction and repurchase. As we experienced, the real challenge for business today is finding the right fact, matching it to the right intuition and being brave enough to differentiate for both your customers and your frontline.