Introducing VIPdesk Mobile Concierge

November 8, 2012 – 12:27 pm

VIPdesk Mobile Concierge, an innovative new mobile application that was launched today, makes it easy for users to place Concierge requests and access VIP Privileges from a mobile device.  This mobile app is a perfect complement to existing Concierge programs, providing VIPdesk clients with a new, relevant and fully-branded channel that can be used to provide access to Concierge service and VIP Privileges anytime, anywhere.

VIPdesk Mobile Concierge allows users to submit Concierge requests via a user-friendly interface that feeds requests directly to VIPdesk’s expert team of Concierges.

Users can also access over 1,500 VIP Privileges, deals and offers at leading restaurants, hotels and businesses in hundreds of popular travel destinations throughout the United States.  Privileges, which are geocoded and sortable by the geographic location of the user, are redeemed via a virtual membership card and can include a free  glass of champagne or appetizer, greeting from the chef, priority seating, room upgrades, invitations to VIP events and more.

Other interactive features of VIPdesk Mobile Concierge include access to 15 exclusive city guides, articles and lifestyle information, and social media integration that lets users update Facebook and Twitter directly from the app.

This innovative app is powered by the Privileges Portal, an online database that stores all data and images related to the VIP Privileges offered through the app.

VIPdesk Mobile Concierge is completely white‐labeled for each client, customized in its entirety to reflect desired branding, which is continued through the Privileges Portal.  VIPdesk clients can quickly add, delete and filter privileges via the Privileges Portal, making it easy to personalize the privileges offered to their customers.

You can view an online demo of the app on our website at http://bit.ly/NfLdLU.

By Linda Dickerhoof Sperling | Posted in Concierge, Mobile, VIPdesk | Comments (4)

How Concierge Service Can Be Used To Promote Other Customer Benefits

October 23, 2012 – 2:41 pm

Using Concierge to promote and fulfill other customer benefits can have a positive impact on overall customer satisfaction and service quality.

Several of our clients currently utilize their Concierge via a “gateway servicing model” in which Concierge service is the primary delivery channel for both information about and redemption of all membership benefits. With this model, Concierge aren’t simply responding to Concierge requests, but are also handling travel inquiries, making travel bookings, responding to inquiries regarding other benefits and fulfilling other benefits.

The benefit that we have discovered with this “gateway servicing model” is two-fold:

  • First, this provides a single point of contact for the customer, thus providing a better customer experience. The alternative often consists of several transfers between departments, which rarely turns out to be a positive, cohesive experience.
  • Second, Concierges are very good at anticipating customer needs.  Because of this, they are very good at recommending program benefits that are going to be relevant to the customer immediately.  The end result is additional usage of not only Concierge service in general, but also other program benefits available to customers.

For an example of this, let’s look at a brand that provides its customers with access to an airport lounge benefit.

  • First and foremost, delivering this benefit via Concierge service from enrollment through fulfillment provides the user with a single point of contact, which is a great way to improve the user experience.
  • When customers to call in to redeem the benefit (ex: the customer is stuck in Dubai on an unexpected layover and needs to find out if there is a lounge in the airport that they can access), the Concierge can not only provide the information about the airport lounge benefit in question, but also look at the set of membership benefits available to the customer (as well as their particular travel scenario) and recommend things that are going to be of assistance to the customer at that very moment.

This is a win-win situation, as the Concierge is not only promoting specific marketing assets or program benefits, but doing so in a situation in which they are of use to the customer. The end result is an much higher engagement level between the customer and your product than you would see if calls were routed to the airport lounge provider who doesn’t know about the other benefits available to your customers, or someone else lacking the skill set necessary to cohesively promote the benefits in the manner natural to a Concierge.

Learn more about Concierge service during the upcoming webinar, “Increasing Loyalty to Your Customer Loyalty Program via Concierge Service”, which will be held on November 15, 2012 at 1:00 p.m. ET. More information about this webinar is available online at http://bit.ly/T8SmwC.

By Linda Dickerhoof Sperling | Posted in Benefits Development, Concierge, Customer Benefits, Customer Experience, Customer Loyalty Programs, Travel, Travel Benefits, Webinar | Comments (1)

Loyalty programs must go mobile

October 18, 2012 – 12:45 pm

“Today’s mobile devices including tablets are rapidly becoming our generation’s most ubiquitous technologies,” states Michael Hemsey, President of Kobie Marketing, in a recent Luxury Daily article, “Loyalty Programs Must Go Mobile“.

“Just as smartphone technology has become embedded in nearly all aspects of consumers and marketers lives, so too must loyalty programs go mobile.”

While this piece does start with a primer on the importance of mobile as a communication channel (26 percent of business executives admit to sleeping with their phones, Smartphone adoption rates are now hovering around 50 percent of the populations in at least 13 major countries),  the article doesn’t simply present reasons why mobile is important.  Instead, what makes this a must-read for loyalty marketers is its review of why, in order to succeed, it is necessary to not only embrace mobile but effectively merge loyalty programs with mobile initiatives.

“Loyalty marketers should be breaking through corporate silos to get their loyalty programs integrated into the latest on-the-go gizmos and gadgets to drive incremental behavior,” says Hemsey. “It is important to integrate loyalty wherever customers want to engage in a brand’s loyalty program – and that means in the moment.”

He also touches on aggregators, such as Award Waller, GoMiles and Mileage Manager. “Whether or not aggregator apps that combine multiple loyalty programs under one umbrella or cluster programs are good or bad remains to be seen, but clearly it is a development that should be on loyalty providers’ minds.”

The original article can be read in its entirety on the Luxury Daily website.

By Linda Dickerhoof Sperling | Posted in Customer Loyalty Programs, Loyalty Programs, Marketing, Mobile | Comments (11)

My Starbucks Rewards is changing today…and I might finally get on board

October 16, 2012 – 3:48 pm

Today is the day that loyal Starbucks customers have either been waiting for, or dreading (depending on who you talk to)…today is the day that the company plans to implement a series of changes to its My Starbucks Rewards customer loyalty program.  These changes were announced about a month ago, causing enough uproar that over 4,500 unhappy customers signed an online petition to reverse some of the proposed changes.

I was honestly shocked that there was such a public outcry over the Starbucks rewards program, given that I have always been too lazy to participate.  I go to Starbucks maybe once a week or so (I wrote part of this blog post in a Starbucks yesterday, in full disclosure), and I love everything from the seasonally delightful Pumpkin Spice Latte to the tried and true Skinny Vanilla Latte.  I have joined their customer loyalty program (a few times, actually, over the years), and love receiving in the mail a postcard for a free birthday drink (this is one part of the program that will change: no more postcard in lieu of an electronic birthday award).  However the My Starbucks Rewards program relies on my either remembering to use a Starbucks card or utilize the mobile app every time I make a purchase there.  Unfortunately, oftentimes I walk into Starbucks with nothing but a $5 in my hand and my dog tied up outside waiting for me to finish our walk.  Add that to the fact that I can’t use my phone number if I forget my card, and my inability to remember to register gift cards that I receive, and I have just given up trying (as a side note, my husband finds it ridiculous that I belong to car rental loyalty programs when I rent a car on average .5 times/year yet am too lazy to actually take advantage of My Starbucks Rewards).

Obviously, I am the only one.  My Starbucks Rewards is a phenomenally popular customer loyalty program, one that is making a series of changes to the program based on customer feedback.  One change that I find bittersweet is one mentioned above: doing away with the physical postcards that are mailed to program members on their birthday in lieu of an electronic reward.  However this change is being made due to customer demand, proving that Starbucks is committed to their customers and the expectations of said customers in this digital age.

Another change to the program that I find very customer-centric is that Starbucks is now rewarding customers with free food or drink (not just a free drink, as was the case until today!) after 12 purchases, vs 15 in the past.  Not only do loyal customers accrue rewards more quickly, but they aren’t limited in their choice of rewards to simply a free beverage.

Finally, I think that Starbucks did a great job publicizing the changes to their loyalty program far enough in advance as to not take their loyal customers by surprise.  A public announcement was made about a month before the changes went into effect today, and the company communicated with all of the members of its loyalty program via an email explaining the changes.  Unfortunately, you can’t please everyone, as shown by the 4,500+ customers who are unhappy about the components of the loyalty program that are being discontinued, such as free syrup and free soy milk.

All in all, I think that Starbucks did a great job not only changing its loyalty program to reflect the desires of its customers, but communicating the forthcoming changes with them as well.  Who knows, this could be the push that I need to finally become an active My Starbucks Rewards member…I just checked my account online, and I am only 9 more purchases away from a free food or drink item of my choosing!

By Linda Dickerhoof Sperling | Posted in Customer Loyalty Programs, Loyalty Programs | Comments (1)

VIPdesk Webinar: Increasing Loyalty to Your Customer Loyalty Program via Concierge Service

October 11, 2012 – 12:52 pm

Concierge Service

Our next webinar, “Increasing Loyalty to Your Customer Loyalty Program via Concierge Service“,  will be held on Thursday November 15, 2012 at 1:00 p.m. ET.

Held in coordination with Loyalty 360, this webinar will provide attendees with insight into the best ways to integrate concierge service into an overall customer loyalty offering.  Presenter Mark Robeson, VIPdesk’s SVP of Sales and Marketing, will review the following:

• Why Concierge?
• Five factors that determine concierge program success
• Best practices for getting the most from your concierge offering
• Concierge revenue drivers/measuring ROI
• Ensuring program utilization
• Case studies

Learn more and register for this webinar online at http://bit.ly/T8SmwC.

By Linda Dickerhoof Sperling | Posted in Concierge, Customer Experience, Customer Loyalty Programs, Customer Relationship Management, Loyalty 360, Webinar | Comments (0)
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