Chief Customer and Strategy Officer of Loyalty NZ, Bridget Lamont has spent many years driving business results through the application of consumer insight to drive effective marketing communications programmes and platforms.
Despite this varied and extensive experience, Lamont remains curious about marketing challenges and questions when looking to harness the power of customer data for business outcomes.
This curiosity has led Loyalty NZ, independent research company First Point Research & Consulting and loyalty programme consultancy The Point of Loyalty to develop an extensive research study which is open to participation from marketers and data decision makers across the marketing industry.
“We want to understand if New Zealand marketers are using the data they have access to, to uncover customer insights and ultimately to drive customer intimacy,” says Lamont.
“This is an opportunity for the marketing community and business leaders to share their views on the challenges and opportunities we face when it comes to data driven customer engagement,” she says.
The results of this survey will be released in May 2023 with those taking part receiving access to an Executive Summary which will include key findings and trends across the industry.
Once the research has been analysed, more comprehensive content will be released to help inform change in loyalty and data-driven customer engagement activities for NZ marketers.
“Research like this will help us understand where we stand both locally and globally when it comes to data driven customer engagement activities,” says Lamont.
“As marketers, we have the technology and platforms to gather customer data, but do we know how to use this data safely and effectively?
“Do we have the capabilities to optimise the opportunities this data brings, and have we established the right internal processes and partnerships to ensure we are getting the right message, to the right customer at the right time, in the channels the customer wants?”
“We are undertaking this research to better understand what’s on the collective minds in our industry,” continues Lamont.
“The plan for these insights is to help the industry consider and plan for the future of data-driven customer engagement and reward and recognition programmes.”
If you would like to take part in this survey, click here to find out more.
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