You’ve heard it before: “It’s not personal, it’s business.” But that absolutely should not be the case when it comes to customer loyalty. Where loyalty programs are concerned, getting personal makes for better business. Neiman Marcus’ VP of Customer Insight and Analytics, Jeff Rosenfeld, summarized it beautifully (and succinctly) when he told CMO.com: “Personalization is the new loyalty.”
If you don’t know your customers’ interests, preferences, and history — and interact with them accordingly — you are stuck in the dark ages of marketing. But fear not, there is a way out!