How Top Brands Lead with Relationships
By Scott Lee · 2 April 2018 · 2 minute read
Some two hundred customer experience professionals gathered in Hong Kong to discover how leading brands are building emotion-rich brand experiences, while improving customer lifetime value and market share through customer relationships.
We learned firsthand how Mandarin Oriental, Asia Miles, CSL, Sun Life Financial and Infiniti Motor Company are using insight communities to take the guesswork out of multi-million-dollar initiatives with insight-led decisions.
Michael Hobson, CMO, Chief Commercial Officer & Board Director, Mandarin Oriental Hotel Group, shared how the MO Viewpoints community of around 3,500 guests across 5 countries, had helped develop the new Fans of MO guest program to help shift bookings to MO.com and provide incremental spend/stays.
Adrian Hado, Head of Insight, Analytics and Customer Experience, Asia Miles and May May Wong, Customer Experience Strategist, Asia Miles shared how Asia Miles Members’ Voice’ community has helped them engage and understand the needs of almost 10,000 members, through an end to end design thinking process. Feedback from restaurant goers provided insights to help develop a new dining experience, build a strategic partnership with Open Rice and create several other notable marketing initiatives.
A big thank you as well to our panelists who to took time out of their busy schedules to chat about the contribution their communities are playing in this era of digital transformation:
· Amran Khamis, Head, Digital Experience, Asia, Sun Life Financial
· Herbert So, AVP, Market Insight and Consumer Research, CSL Mobile Limited
· Daniel Lai, Head of Digital, Social and CRM, INFINITI Motor Company Ltd
As Peter Harris, EVP and Managing Director, from our technology partner Vision Critical said, “as the world becomes more autonomous, automated, artificial…a strange truth is emerging…people yearn for humanity, and it is relationships that make us human.”
Customer insight communities make customers feel wanted and appreciated. Customers care, and they want make difference, so they provide feedback you can trust to help you succeed. In this new era, insights and engagement come together, because relationships are the key, the differentiator between the good and the best. A truly customer-centric strategy starts with customer relationships.