This special edition of the Frank Online Marketing Show is a recording of a presentation by Aimee Munsell, Worldwide Director of Smarter Marketing at IBM during the recent Loyalty & Big Data World Canada conference.

She makes a number of interesting points, including these two often-overlooked ones:

* The post-purchase experience has the most impact in the mind of your customer. That’s why they’ll be wowed by things like personalized notes sent with an item that has been ordered online.  Frank & Oak gives its staff a half-day each week to write follow-up notes to customers.

* The customer doesn’t think “this is what I did on mobile, this is what I did in the store, etc.” Customers just think about their overall experience with your brand.

In the talk she also discusses the approach taken by Shop.ca, which blends a social and almost gamification element into the shopping experience. Check out my interview with Shop.ca founder Drew Green here. 

What’s the hardest part of getting customer loyalty in your business?

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