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Guest Post: Plan For Change And Success Will Follow

If there is one point that we make over and over again talking to prospects, new clients, and existing clients, it's the importance of building flexibility into a program from the very beginning. No program can work on its own without any sort of

Social Media, Brands and...Customers: Are We Having Fun Yet?

The world we live and work in is still abuzz about social media and the increased prominence of brand initiatives.  Even this morning, none other than The Wall Street Journal pronounced "The End of the Email Era".While we'll save c

"The Frequent Traveler's Answer to The Oscar, Emmy and Grammy Awards" Shuts Down

The Freddie Awards, the frequent traveler's answer to the Oscar, Emmy and Grammy Awards, shuts down

State of the Loyalty Marketing Industry

rDialogue's perspective on the current state of the Loyalty Marketing industry. There is major room for improvement in the ways that companies and their brands connect with customers.

The Low Bar of Loyalty Marketing

Surveys being conducted by Loyalty Leaders and the CMO Council will reveal how well loyalty marketers are doing - from the perspective of the marketers themselves and, more importantly, consumers.

Who's Got The Best Loyalty Program?

How do you decide who has the best loyalty program? Is it program design or program execution? In reality it's both but program execution makes all the difference.

A Wide Range of Perspectives, Best Practices and Practical Lessons for All

Takeaways from Coca-Cola, Cbeyond and State of Georgia on becoming more customer centric.

A Grand Slam in the Making

Denny's tried to hit a Grand Slam with their Super Bowl spot and free Grand Slam breakfast promo. All in all it was noteworthy though it could have done even better. Still, they scored.

The Opportunity for Integrating PR and Customer Communications

« H E email
posted Monday, 4 August 2008

Last week we wrote about the reward redemption changes at SkyMiles, based on articles in major newspapers and coverage on Randy Petersen's WebFlyer.  Here we are days later and there has been nothing communicated directly to SkyMiles members, or even anything posted on Delta's website.  Maybe this is a trial baloon and Delta is hedging in case the other majors don't match?

It is not uncommon that companies think of prospects and the media before their existing customers.  For various reasons, including public dissemination to financial markets, companies often need to communicate to the public first. Yet there is a tremendous opportunity to better integrate PR and direct customer communications.

Next time you're working on a major announcement, think about how you can include customers in your messaging, both in terms of how the announcement is crafted for the public and how you can communicate the news directly to your customers.

Another important consideration is with crisis communications plans, which are clearly "owned" by PR.  Make sure your crisis plan includes a customer element as, like the case above, once the news is out it is often incredibly difficult to stop time and synch up with your customers.

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