CUSTOMER LOYALTY CAN BE TRACKED
MOST EFFECTIVELY THROUGH
PURCHASE DATA. EVERY COMPANY HAS
UNPRECEDENTED ACCESS TO DATA RIGHT NOW.”
— JEFF ROSENBLUM, FOUNDING PARTNER, QUESTUS
milkshake 5
using the resources and intel right in
front of you. Horn recalls a campaign
StubGroup did for a chain of local stores
in Anchorage, Alaska. Each year, the
government sends a check to citizens
from the Alaska Permanent Fund, which
is funded by proceeds from the sale
of natural resources, including oil. The
StubGroup team crafted campaigns to
coincide with the delivery of those annual
checks, knowing that citizens would have
extra cash to spend.
“We were able to capitalize on
context—knowing about this influx of
cash—and provide value to let people
know about great deals, in a fun,
interesting way,” Horn says.
Curating that intel is how you track
customer loyalty and disloyalty. Are
your customers placing repeat orders
and generating more value for you over
time? How is that number evolving? At
what rate are you retaining customers?
What type of engagement rate (things
like subscription services, apps, etc.) is
useful? Are you actively and aggressively
monitoring social channels to see what
your customers are saying about you?
“The key is to provide interesting
content that is of value to the consumer,”
Horn says. “It sounds simple, but so many
companies fail at this. It is important
to understand the context in which
you are reaching your customers.
Your communications should not be
interruptions to their life, but instead
be fun and engaging, something that
a customer can look forward to or
remember fondly.”
Keeping your customers engaged to
create meaningful content throughout
the consumer journey is one of the most
critical aspects in the whole process. Your
customers give their hard-earned dollars,
time, attention and recommendations.
In exchange, they expect more value at
every touch point than they put into the
relationship.
“Brands need to break their addiction
to big campaigns and superficial
messages,” Rosenblum says. “They need
to focus on providing value at every stage
of the consumer journey. Customer
loyalty can be tracked most effectively
through purchase data. Every company
has unprecedented access to data right
now. The key is to turn that data into
actionable insights. Most brands get
caught with information overload, which
leads to paralysis by analysis.”
In the end, the most successful
companies are those that can track a
small handful of KPIs and pay unwavering
attention to the deltas in those KPIs.
When loyalty dips, it tells a profound
story about the overall performance of
the brand. A story you do not want to try
and write the end to.
7 REASONS WHY
YOUR CUSTOMERS
ARE LEAVING
01 Not providing a clear brand
purpose that helps customers
understand what your brand truly
stands for
02 Behaving in a way that is contrary
to your brand’s core purpose
03 Making purchasing difficult at any
point in the consumer journey
04 Insufficiently communicating
what makes your product and/or
service different and better than the
competition
05 Providing poor customer service
which makes people feel undervalued
06 Your business is inconsistent
07 Your sales tactics are outdated
April 2022