Brierley+Partners Tops Q1 2016 Forrester Wave™ Evaluation Of Customer Loyalty Solutions For Large Organizations

TRA-1014-LThe Q1 2016 Forrester Wave™ evaluation of customer loyalty solutions for large organizations is out, and it was great to see Brierley+Partners named as a leader.

As Brierley points out, it earned the highest score for Current Offering and received the highest score possible in service delivery capabilities, loyalty strategy design, loyalty marketing and analytics and measurement. In addition, the Forrester Wave evaluation cites Brierley’s “strong loyalty management and marketing capabilities” and notes that “across the board clients praise [Brierley’s] account management, strategy design and digital member engagement capabilities.”

These results confirm what we at Teradata Marketing Applications already know: that Brierley is committed to a customer-centric approach, focused on helping brands build engaging and profitable customer relationships.

The results also validate how important it is to have the right integrated marketing solutions in place.

As I’ve said before, creating the best experience for your customers is about listening to the information they provide – and responding with the most relevant approach for their needs. Relevance is what cuts through the clutter, connects with the individual and keeps them from clicking away. Intimate relevance – driven by Individualized Marketing – elevates the loyalty programs of the past to the engagement of the future.

To illustrate my point, here are a few examples:

  • Hertz. Hertz uses data and CRM to dominate the rental car market. The company sends individualized messages and unique offers via multiple channels through their 3,700 call center agents, counter terminals, handheld devices and the Hertz website.  The offers are real-time and customized for the channel and the recipient, and customer service agents are given exactly what they need to provide the customer a consistent experience with an individualized offer. Hertz is able to send an average of 56,000 unique offers –  80,000 during peak times! The decisioning on all these offers is driven by data.  Watch the video.
  • 7-Eleven. 7-Eleven, which sees more than 7 million transactions each day, created a mobile app with the aim to build “convenience on top of convenience” and solve problems for its customers with localized information and offers. For instance, if a customer needed to find the nearest store, he or she would have access to all of that information in the app. With customer permission, the company also uses real-time and location data to suggest coffee to customers on a cold morning or cold drinks and fresh fruit on a hot afternoon. On the heels of its successful data-driven loyalty program, the convenience retailer’s next initiative involves building awareness about the healthy choices available at its stores to continue developing relationships and conversations with its customers.

We celebrate Brierley+Partners achievement in this Forrester WAVE because what’s good for them is good for us – and for our joint customers.  By sharing details about how these customers are achieving success through our partnerships with Brierley and others, more marketers can learn how they too can improve customer loyalty through the power of Individualized Marketing.

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