When we were kids, we headed each October to the local farms to find the perfect pumpkin for Halloween. The biggest constraint was the size of the pumpkin…it was a rule that we had to be able to carry our choice to the car.
We were a highly motivated bunch, but, in the end, the size of our pumpkin was always a little less than we would have liked. There was always next year.
Easing the Burden of Loyalty Data
Today’s loyalty marketing has the same challenge. We know intuitively that the more customer engagement data we can “carry,” the higher the value of our loyalty programs. We know that our customers communicate across many channels including in-store and on the website. We also know we need to engage with them at the time, place, and through the channel of their choosing. This is a very heavy load for the systems that were built for an earlier time.
Managing the Load
But there’s a way out of this challenge that isn’t available in the world of pumpkin-picking. As children, we had limitations that gradually fell away as we grew older. Customer loyalty programs, on the other hand, have the ability to surge forward and manage significantly more data by deploying a loyalty platform that scales with the need for customer engagement. Suddenly, engaging customers is much easier—through a mobile platform, across social media, and at any time of the day or night. Loyalty marketing just went through a serious growth spurt.
There’s a fantastic opportunity emerging from the heavy load of today’s Big Data and it centers on customer experience management, supported by customer loyalty.
Are you ready to choose your pumpkin?
Read the Gartner MQ to learn more about on-premises application integration suites.
