Loyalty marketing is all the rage today and not for nothing. Led by Amazon and the retail industry, the biggest success stories and the biggest industry drivers have been dominated by loyalty marketing strategies and the notion of customer-centricity. Customer-centric marketing is the concept of considering how a positive customer experience depends on events, information, and preferences that are present before and after the sale.
In many ways, customer-centricity is the opposite of transactional marketing. Rather than focusing almost all of the company’s marketing efforts on promoting a quality product or service delivered at a better comparable price, customer-centric marketing looks to create an entire environment and context for the customer around which the product or service happens to contribute in a positive and memorable way.
How to Implement Customer-Centric Marketing Strategies
More than just bombarding the customer with ads, the content must be engaging and relevant to be effective. And always geared toward the ultimate goal of creating a positive customer experience that will increase the lifetime value of the customer and the likelihood they will become an advocate for your brand. There’s a reason why loyalty marketing legend, Phil Rubin, named his company rDialogue, short for “relevant dialogue.” It’s because the key driver of success for loyalty marketing strategies has been the ability to communicate with customers in a consistent but timely way with relevant and engaging content. Thus, good old-fashioned advertising is still necessary and effective for modern-day loyalty marketing, but it’s also best used as one component of an overall marketing strategy that looks like quite different from the generation before.
JPMorgan Chase Sapphire Reserve Ad Campaign
Speaking of good old-fashioned advertising strategies, one of the most tried-and-true methods for creating engaging and relevant content is to put famous and beloved celebrities in situations faced by ordinary people. A great recent example of traditional advertising being used to support a customer-centric marketing strategy is this ad series from JPMorgan Chase promoting their new check card.
What’s so notable about these ads is the prominence of the contextual experience in which the Chase Sapphire card is being used. Customers want and need their financial services to be available to them whenever they need it and then they want to feel like they don’t have to think about it anymore. On with life.