Stephen Gilbert, EMEA Loyalty Solutions Director, was invited to an expert round table discussion on “Reimaging Digital Experiences & Brand Engagement”. The twelve Digital and Customer Experience (CX) experts from brands like British Airways, Zurich, Banked shared insights around challenges including delivering frictionless CX whilst maintaining human contact, the need for loyalty when customer expectations are increasingly hard to meet and even building trusted brands that also do good for the community and the environment, now in and in the coming years.
Stephen explained Collinson’s view that the key to a successful loyalty program is to create a real value exchange between the customer and the brand. It is not enough to just focus on the technology being used in the strategy, there must be a value creation element to engage and delight the customer as well and critically in balance with the demands of the customer and the needs of the business.
It was an informed and forward-looking event with real experts at the forefront of customer engagement in the digital space and covering the critical human interfaces, which all contribute to generating much needed customer loyalty in the current market. Our view on the importance of achieving balance and creating a value exchange connected across a number of other opinions showing it is not just about the technology but the strategy, planning and expertise as well.
Read the discussion here in The Sunday Times