The Rewards of Rewards Programs
Much time is spent trying to sell the benefits of a rewards program to consumers. Earn points to get free or discounted products, or get treated to special sales or other events. On the flip side, the benefits to a company can be enormous. Understanding how individual customers shop at a store or experience a brand can completely change an organization's strategy.
Borders CEO Glen Jones explains how his company's new rewards program is helping the company gain valuable customer insight in today's 1to1 Weekly lead story. A new e-commerce site and store experience are some of the changes Borders made after learning about how its customers behave.
How much of a role does customer insight have in your company's strategic efforts? Has customer insight gained ground as a strategic tool at your company?
