Clare Rayner The Retail Champion. How to develop an upward cycle of Customer Engagement Best Western Conference 3 rd February 2014. Agenda. Introduction 4-part customer engagement cycle . Introduction: A bit about me.
How to develop an upward cycle of Customer Engagement
Best Western Conference3rd February 2014
Customer Engagement is step 7 of the 10-steps to retail success methodology.In this session I will share my 4-part customer engagement process – Attraction, Conversion, Retention and Advocacy – which when effectively used will create a positive upward cycle. We will cover :
How to develop an upward cycle of Customer Engagement :
How positioning, PR & Marketing are fundamental to attraction.
Why having the right offering, pricing, promotions, locations and brand experience enables customer conversion.
Approaches to retention that increase frequency of stay, overall spend and brand loyalty .
How to develop and encourage customer advocacy.
“Your positioning is the outward representation of your brand to anyone who notices it.
Through your positioning your brand makes promises, implied or explicit, to your customers. These promised lead to expectations.
If you then fail to live up to those expectations you will have created a customer service failure.”
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