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Baesman Group helps brands solve personalized marketing challenges with a strategic focus on loyalty programs. Their team of customer engagement strategists, made up of former brand-side marketers, specializes in helping their clients truly understand their customers’ buying behaviors and mapping that to their overall loyalty journey. Baesman also offers its own customizable loyalty platform, Intuition, or has the ability to integrate and work with any platform on the market. Baesman believes in evolving loyalty programs so loyalty strategy drives the program, rather than technology limitations that can often exist.

Mark Johnson, CEO of Loyalty360, spoke with Kelsey Crookes, Account Management at Baesman. Crookes is a fourth-generation member of the family-owned company—her great-grandfather started the business in 1952. Kelsey is experienced in deriving strategic insights and customer engagement strategies from data to create a more loyal customer. In this interview, Crookes discusses loyalty program differentiation, leveraging “secret” or “unpublished” tiers, and harnessing customer data to create more personalized communications.

Watch the full interview here.