I never turn down the chance to learn and grow both professionally and personally, which is why I jumped at the opportunity to attend last week’s Long-Term Relationships seminar (#LTR2015) when an old coworker offered me a ticket. Hosted by Appboy, this event took place at the beautiful Apella Lounge in NYC and featured speakers from Mapquest, Glamsquad, 1-800-Flowers, B&H Photo, and Etsy to name just a few.
Sadly, I didn’t have much time before my carriage turned into a pumpkin, so I dove right in and listened intently to a seminar entitled “The Emotional Response.” What I found really interesting was how various companies measure the emotional feedback they receive from their customers.
Laura Maxwell, Director of Marketing for Mapquest, said it’s difficult to quantify results based on social media feedback since posts are often so polarizing, so the company uses consumer surveys to find out different areas that need improvement. Eli Weiss, Chief Mobile Strategist of B&H Photo mentioned the company’s desire to create an interactive experience that allowed customers to engage in a logo design. Alexandra Wilkis Wilson, cofounder and CEO of Glamsquad, told attendees about members of the “Glamfam” and specific messaging points they use to run different promotions throughout the year (including their recent Halloween promo), that make customers feel as though they’re a part of the family.
I think my favorite part of the seminar was listening to Tamara McCleary speak. She is the creator of RelationShift and she gave an incredibly captivating presentation on the power of relationships in business and creating brand loyalty. We are wired to seek out relationships and a level of connection with the brands we patronize (she gave an example of a deli owner who greets each customer by name). She told audience member that it’s important for businesses to look beyond the data and into resources to keep customers happy.
I also really enjoyed the “Power of Human Habit” session. Visa was one of the first brands to use Periscope in their marketing and they are always trying to think of innovative ways to play by bringing on athletes as brand ambassadors.
What are some ways that you have found to be successful in terms of retaining long-term relationships with your customers? Leave your answers below!