It’s increasingly challenging for marketers to earn loyalty as empowered consumers become entitled customers with more options than ever before. My latest report, Case Study: Max Factor China Rejuvenates Customers’ Loyalty With Social CRM, tells marketers how to leverage social CRM to define an effective loyalty strategy that spans the entire customer life cycle, across channels.
The US cosmetics brand Max Factor has been growing its business steadily since it entered the Chinese market in 2009. However, Max Factor has faced growing challenges in recent years:
- An increase in competition from incumbent and new competitors.
- A decline in new members and average member value.
- An incomplete understanding of customers’ purchasing and engagement behaviors.
- A confusing loyalty program unfit for the digital age.