Dear recent graduate,
Imagine this. You’ve finished college and landed a well-paying job in the tech world. You have moved to live in the city of your dreams. You are driven by hope and dream of making a real impact on society – big or small – with your technical and engineering abilities. Indeed, with these skills, you are an architect of the times in which we live.
You arrive at work. And suddenly you find yourself immersed in an environment typing insane code, seemingly unreasonable customer requests, and stuck in front of a screen all day. Writing code for the real world of course, but with little or no idea what that world looks like. Not knowing what the company you are developing programs for looks like. Not knowing who your brand’s customers look like. Where are you going, you might wonder?
A surefire way to waste talent and a path taken by many young people unknowingly. And the best way to fix this problem is to prevent it. Look at your list of criteria for your (first) jobs. Do they seem to help you in the long run? Do they allow you to find a job or build a career? Will they help you become a leader?
Ask the right questions from the start. What problems will your work solve? What are your client’s pain points? What needs are they trying to meet? How does your skill add value to this experience?
Let me illustrate with a simple experience that you would no doubt have come across. Think of a fashion brand that you buy from most often. Your expectations of this brand would have changed many times even in the past year as you have been exposed to new styles and trends. Did your brand keep track of what you were really looking for? Did they offer out-of-the-ordinary experiences? Have they stayed one step ahead in anticipating your needs?
It’s what my teams and I obsess over day after day. As we build platforms that help brands create experiences to win and retain customers, we’re always on the lookout for customer insights we can translate into code to delight people like you and me. combines the power of technology, data and creation is more in demand than ever.
You may have often filled in forms while shopping, sharing personal information classified as null and first party data. This data is collected by brands to provide better experiences for their most valuable customers, while ensuring that the data is protected so that your privacy is never compromised. When customers get something valuable in return for sharing their data, the circle is complete and my team feels like their job is done. Now imagine that happening a thousand times a day, delighting millions of customers around the world. This is how successful brands are built. And this is where technologists see the purpose of their work come to life.
According to GI Insight, 64% of consumers were happy with a company collecting information about shopping behaviors and personal preferences in exchange for “relevant and timely offers”, but 76% were very reluctant to hand over data without a ‘appropriate loyalty program in place’.
Take the example of Starbucks, a brand that has nailed the concept of loyalty by offering customers real value in exchange for their data. Starbucks Rewards, which aims to bring customers closer to freebies and discounts with every purchase. From designing a user-friendly app to making it available in-store and on their website, the entire experience remains seamless. In return, the brand gets access to data and behavioral analytics that help it curate a well-tailored experience.
Loyal customers engage with head and heart
One of the best ways to design effective loyalty programs is to make them less transactional. Introducing trust, recognition and transparency makes the exchange more authentic. While rational reasons (offers, benefits, and rewards) are always important, customers are more likely to engage with a brand that resonates with their values and beliefs.
According to a report, brands are looking to move towards an emotional loyalty model characterized by personalization and experiential rewards. This approach, as opposed to a rational approach, helps customers feel more important and heard, and can lead to higher engagement rates. Emphasis should therefore be placed on adopting a balanced approach that appeals to a wide range of generational and regional segments.
As an animal lover, I’m more likely to make repeat purchases from a brand that’s cruelty-free and actively advocates for animal welfare. Likewise, GenZ audiences are more likely to engage with brands that practice sustainability and are climate-conscious.
Creation of personalized loyalty programs
Marketers need to look beyond a one-size-fits-all approach to enabling a value-driven loyalty program. Personalization allows the customer to better connect with a brand’s products and services, whether it’s guiding them to the platform of their preference, assembling exclusive messages, and setting a goal with value. of income.
Special occasions are perfect for offering a personalized loyalty reward to your customer. To create personalized experiences, marketers need to put themselves in the consumer’s shoes. What are the experiences of a customer who buys an iced coffee every morning on the way to work? What are the pleasant and less pleasant situations encountered by the consumer in his purchasing journey? Is there a way to make this more transparent?
While brands need rich proprietary data to enable curated experiences, if there is a valuable exchange derived from obtaining this data, consumers will be more likely to share personal information. However, in the marketer’s quest to obtain relevant data, we must always be mindful of data privacy and ethical data collection methods to cultivate a relationship based on trust and transparency. And for the people working behind the scenes, it makes their jobs more meaningful.
And so dear young graduate, go on and find that dream job where you will do a great job that you can also relate to. The sky, as it is rightly said, is the limit.
The opinions expressed above are those of the author.
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