Hal Brierley regularly brings his passion for customer engagement to the classroom and the conference room. These videos offer a first-hand opportunity to immerse in his strategic thinking on topics including empathy for the customer to the importance of cadence. To learn more, view the videos for an introduction into the fundamentals of the Brierley Institute approach to program design.
Previous Lectures
What makes a program successful?
Hal Brierley shares his insight on making a Customer Loyalty program successful, specifically, who to target and how to avoid unnecessary costs.
The Value of a Thank You
The easiest and least expensive way to drive loyalty is to say thank you — something that businesses don’t do often enough. Telling customers that you appreciate them can measurably drive incremental revenue.
The Enemy of Loyalty
Well-designed incentives can drive incremental patronage, but the urge to try something new can be the enemy of loyalty. Even loyalists can be tempted when a new product or competitor enters the market. Skillful use of added incentives may be needed to defend share.Prepayment may be the ultimate tool for capturing customer loyalty. Once you’ve made a financial commitment, you’re likely to keep coming back.
Thresholds and Cadence Are the Secrets to Driving Customer Behavior
While Blockbuster failed to recognize the treats from Netflix and Redbox, Blockbuster Rewards is an excellent example of the use of a threshold and the right cadence to drive sales. Hal Brierley shares his insight on making a Customer Loyalty program successful, specifically, who to target and how to avoid unnecessary costs.
The Ultimate Form of Loyalty
Prepayment may be the ultimate tool for capturing customer loyalty. Once you’ve made a financial commitment, you’re likely to keep coming back.
