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Emphasis on Experimentation

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Interactive Customer Experience (ICX) Summit 2019 will feature a breakout session titled “Emphasis on Experimentation” We asked the panelists for that session to answer this question:

What are some of the steps brands should take when experimenting with new CX technologies?

Dave Markey
Associate Creative Director
Cedar Fair Entertainment

BEFORE DEPLOYING
Build trust internally.

Find opportunities for informal conversation with not only stakeholders, but also end-users, and front-line employees.

Define objectives and key metrics. Old saying: Don’t build what you can’t measure.

Test thoroughly. Look for possible pitfalls.

WHILE DEPLOYING
Start early. Start small. Start simple.

Verify operation.Even with remote monitoring tools, a number of issues can arise that are not visible to a stakeholder sitting in their office. There’s no substitute for witnessing the tech in the field firsthand.

Gather data.

AFTER DEPLOYING
Share the results regularly and broadly. Capture high-quality assets of the project (photo, video, reports).

Monica Minford
Senior Director of Digital Marketing
HuHot Mongolian Grill

We’re looking at download rates to ensure our restaurants are communicating the benefits of the HuHot Rewards app, and then measuring incremental sales from the personalized campaigns we push out to app users.

Rachel Layton
VP of Marketing + Growth
Taziki’s Mediterranean Cafe

While there is a myriad of metrics to gauge the success of a mobile loyalty program, there are three key KPIs that must be analyzed. Enrollment rate, frequency and spend. The ability to drive a healthy loyalty program rests on the ability to enroll guests and keep them engaged. This must be done by effectively communicating the value proposition to the consumers considering the loyalty program fatigue that exists today, as well as crew members that may be tasked with enrolling the consumers. A successful member count will also fuel a substantial sample size for mining consumer data (the real capital of a loyalty program) which should be used to improve the loyalty program and inform universal business decisions.

The loyalty program should also serve to encourage a behavioral shift to drive incremental frequency and spend. A baseline should be measured in order to gauge the increase in these two metrics. Ideally, this can be tracked down to the individual level in order to identify consumer behavior before joining the program and after joining the program. Metrics demonstrating the behavioral differences between members and non-members should also be tracked as the delta between the two serves as a strong case for the value of the program.

Experiencing success in these metrics serve as the recipe for a strong and motivating mobile loyalty program

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