Remember back in the day when you would go to your favorite shop and sign up for their loyalty program?  For me, it was a local sandwich shop and if I bought 10 sandwiches, I would get the next one free.  Every time I would go, they would punch my flimsy card and I would be one step closer to my goal of a free sandwich! However, over time my paper card became worn down and it started to look grungy. Not to mention the fact that sometimes I wanted to go to the sandwich shop but didn’t have my punch card with me.  Then I faced the internal dilemma of whether or not I should get a sandwich even though I would not be able to track it on my rewards card.  

Luckily, we do not have to have those internal dilemmas anymore because loyalty cards are now mobile.  Not only is it one less thing to have to remember to carry, it’s a nicer look and feel all through digital.  Mobile loyalty programs keep track of your spending so you don’t have to.  Through email or mobile push notifications they let you know when you are close to reaching a goal or when a goal is reached.  

My Starbucks Rewards program goes one step further and allows you to pay through the app.  Because of this rewards program I am more likely to advocate going to Starbucks because I will be one step closer to redeeming my next deal.  The intuitive mobile app makes it easy for me to track my rewards and find how many stars I need before my next reward.  

By providing these rich customer experiences through mobile, companies are incentivizing customers to buy their products.  Customers begin to create a bond with the brand, which in turn works out beneficially for the customer and the company.  

Day 2 of IBM Digital Experience Europe 2015 focuses on the importance of connectivity in order to engage your customers. Sessions of the day featured some of IBM Digital Experience’s most loyal customers who discuss how the IBM’s offerings have dramatically changed their businesses. They have seen a complete turnaround in their customer experience, user interface and ability to personalize content.

There are 61 billion pieces of content shared online every second. Through all of that noise, the challenge lies in how to create engaging, sustainable customer relationships that last. Customers today know everything there is to know about a company. In return, they expect that the company knows them and wants to build a lasting relationship. So how do you truly connect?

You cannot simply focus on the single customer buying point. The business must be right by the side of their customer through every point of the buyer’s journey. Connectivity is all about creating a compelling, engaging and meaningful experience for your customers. Companies need to embrace the shift of marketing to continuous, meaningful customer engagement. By focusing on retention and loyalty, your consumers will become customers for life. By decreasing customer retention by just 5%, it will increase revenue by 25-95%.

Remember that today’s consumers need to be empowered. Connect with your customers today by treating them as though they are more than just a number.