{"id":17748,"date":"2012-11-27T08:45:26","date_gmt":"2012-11-27T08:45:26","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/"},"modified":"2025-02-18T18:08:48","modified_gmt":"2025-02-18T18:08:48","slug":"turning-customer-preferences-into-loyalty-revenue-and-a-smart-video","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/","title":{"rendered":"Turning Customer Preferences into Loyalty, Revenue\u2026 and a Smart Video"},"content":{"rendered":"<p><em>A guest blog by Joe Leader, Ph.D. (ABD), Vice President of Preference Management Practice from <a title=\"PossibleNOW\" href=\"http:\/\/www.possiblenow.com\" target=\"_blank\" rel=\"noopener noreferrer\">PossibleNOW<\/a>.<\/em><img decoding=\"async\" class=\"mce-hs-more\" style=\"height: 20px !important;\" src=\"image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" \/><\/p>\n<p>The world revolves around customers and their preferences. In fact, the average consumer spends nearly three times more when their relationship is built on customer preferences. In case you missed us at the <a href=\"http:\/\/engagementexpo.com\/\">Loyalty360 Engagement Expo in Dallas<\/a>, I spoke alongside <a title=\"Southwest Airlines \" href=\"http:\/\/www.southwest.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Southwest Airlines<\/a>\u00a0Director of Rapid Rewards <a title=\"Jonathan Clarkson\" href=\"http:\/\/loyalty360.org\/loyalty-management\/2012-q1\/jonathan-clarkson-director-of-rapid-rewards-southwest-airlines\" target=\"_blank\" rel=\"noopener noreferrer\">Jonathan Clarkson<\/a> in a session entitled \u201cHow Customer Preferences = Loyalty + Revenue.\u201d<\/p>\n<p>Southwest has proven for\u00a0more than\u00a040 years how focusing on valued customers and their preferences generates both deep loyalty and ample revenue. As one of the most customer-centric companies in America, the airline hosts workshops teaching other companies across industries their people-centric philosophy. During our session, Jonathan shared\u00a0some keys to successfully applying this philosophy to his customer\u00a0loyalty initiatives, for which the mantra is \u201cif it ain\u2019t broke, then make it even better.\u201d<\/p>\n<p>Southwest\u00a0is continually enhancing\u00a0its\u00a0Rapid Rewards\u00a0program by placing customer input and preferences at the center. Jonathan\u00a0illustrated specifically how:<\/p>\n<ol>\n<li>The introduction of the latest program changes were viewed as positive by many, disliked by some, but due to the adoption of a truly customer-centric approach, the resulting metrics proved to signficantly surpass company expectations.<\/li>\n<li>Southwest\u2019s careful integration of AirTran\u2019s A+ Rewards loyalty program keep travelers loyal across both brands.<\/li>\n<li>Southwest.com&#8217;s My Preferences section has made a critical difference in delivering a seamless online-to-flight experience by treating customers as individuals.<\/li>\n<\/ol>\n<p>Southwest is a nimble, customer-centric organization. Managing customer relationships in a manner that perfectly aligns with preferences\u00a0at every customer touch point has given the airline a tremendously loyal following and revenue results that are the envy of the airline industry. Any company that performs direct marketing (phone, email, mail, fax, text messaging) or needs to service a consumer base can transform itself by emulating Southwest&#8217;s approach. It&#8217;s a three-step process:<\/p>\n<ol>\n<li><strong>Overcome the hurdles of collecting customer preferences,\u00a0<\/strong>from preferred contact method\u00a0to the\u00a0frequency or type of communication to privacy options.<\/li>\n<li><strong>Leverage existing infrastructure<\/strong>, i.e., marketing databases or CRM\u00a0systems,\u00a0to make preference management work across your organization, accommodating all marketing channels.\u00a0The creation of\u00a0a single view of a customer or prospect\u2019s contact and privacy preferences will eliminate \u201csilos\u201d of data.<\/li>\n<li><strong>Put\u00a0effective one-to-one marketing<\/strong> into action by marketing to a consumer\u2019s preferences.<\/li>\n<\/ol>\n<p>One marketing strategy focused on\u00a0effectively engaging consumers\u00a0in a one-to-one, personalized, preference-driven manner is <a title=\"SmartVideo\" href=\"http:\/\/www.sundaysky.com\/smartvideo\/what-is-smartvideo\/\" target=\"_blank\" rel=\"noopener noreferrer\">SmartVideo<\/a>. In the proof-of-concept example\u00a0created for Southwest\u00a0(and demonstrated during our session)\u00a0at right,\u00a0customer preferences culiminate into a unique &#8220;onboarding&#8221; video tailored\u00a0not only\u00a0to\u00a0the individual\u00a0passenger with flight specifics (i.e., departure gate, arrival time, boarding time, check-in time), but also\u00a0to a\u00a0holistic travel experience for that passenger (i.e., hotel, rental car, rapid reward points, special offers).\u00a0By engaging customers in such a personalized,\u00a0informative and entertaining\u00a0way, Southwest delivers a differentiated and memorable\u00a0brand\u00a0experience that boosts customer satisfaction and keeps &#8216;em coming back.<\/p>\n<p>Proper customer preference management\u00a0has proven to\u00a0increase customer satisfaction by up to 80%.\u00a0To achieve this, and as shown in the above video,\u00a0customer experiences need to present the right information in the right way at the right time.\u00a0It&#8217;s not about simply\u00a0having your customers\u00a0on the email or direct mail list; they want to feel like the world\u00a0is genuinely revolving around them as an individual.\u00a0Online behavioral tracking techniques have advanced to a space-age level where the customer\u00a0can be\u00a0stalked like prey by marketers.\u00a0Combining that insight with the best practice of asking prospects and customers the right questions is\u00a0what enables truly powerful loyalty marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Guest blog from PossibleNOW discusses how Southwest Airlines uses customer preferences to generate both customer loyalty and ample revenue.<\/p>\n","protected":false},"author":4,"featured_media":20049,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[106],"blog-topic":[77],"class_list":["post-17748","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","use_case-loyalty","blog-topic-platform"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Turning Customer Preferences into Loyalty, Revenue\u2026 and a Smart Video | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Turning Customer Preferences into Loyalty, Revenue\u2026 and a Smart Video | SundaySky\" \/>\n<meta property=\"og:description\" content=\"Guest blog from PossibleNOW discusses how Southwest Airlines uses customer preferences to generate both customer loyalty and ample revenue.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/\" \/>\n<meta property=\"og:site_name\" content=\"SundaySky\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SundaySkyVideo\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-18T18:08:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/11\/Turning-Customer-Preferences-into-Loyalty-Revenue\u2026-and-a-Smart-Video-png.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"1500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@sundaysky\" \/>\n<meta name=\"twitter:label1\" content=\"\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593\" \/>\n\t<meta name=\"twitter:data1\" content=\"4\u5206\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\\\/\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\\\/\",\"name\":\"Turning Customer Preferences into Loyalty, Revenue\u2026 and a Smart Video | SundaySky\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2012\\\/11\\\/Turning-Customer-Preferences-into-Loyalty-Revenue\u2026-and-a-Smart-Video-png.webp\",\"datePublished\":\"2012-11-27T08:45:26+00:00\",\"dateModified\":\"2025-02-18T18:08:48+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\\\/#breadcrumb\"},\"inLanguage\":\"ja\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\\\/#primaryimage\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2012\\\/11\\\/Turning-Customer-Preferences-into-Loyalty-Revenue\u2026-and-a-Smart-Video-png.webp\",\"contentUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2012\\\/11\\\/Turning-Customer-Preferences-into-Loyalty-Revenue\u2026-and-a-Smart-Video-png.webp\",\"width\":1500,\"height\":1500},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blogs\",\"item\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Turning Customer Preferences into Loyalty, Revenue\u2026 and a Smart Video\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#website\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\",\"name\":\"SundaySky Video Platform\",\"description\":\"Transforming Customer Engagement with Video\",\"publisher\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#organization\"},\"alternateName\":\"SundaySky\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"ja\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#organization\",\"name\":\"SundaySky\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Sundaysky-logo-02.png\",\"contentUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Sundaysky-logo-02.png\",\"width\":1920,\"height\":1080,\"caption\":\"SundaySky\"},\"image\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/SundaySkyVideo\",\"https:\\\/\\\/x.com\\\/sundaysky\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/sundaysky\\\/\",\"https:\\\/\\\/www.instagram.com\\\/sundayskyvideo\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Turning Customer Preferences into Loyalty, Revenue\u2026 and a Smart Video | SundaySky","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/","og_locale":"ja_JP","og_type":"article","og_title":"Turning Customer Preferences into Loyalty, Revenue\u2026 and a Smart Video | SundaySky","og_description":"Guest blog from PossibleNOW discusses how Southwest Airlines uses customer preferences to generate both customer loyalty and ample revenue.","og_url":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/","og_site_name":"SundaySky","article_publisher":"https:\/\/www.facebook.com\/SundaySkyVideo","article_modified_time":"2025-02-18T18:08:48+00:00","og_image":[{"width":1500,"height":1500,"url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/11\/Turning-Customer-Preferences-into-Loyalty-Revenue\u2026-and-a-Smart-Video-png.webp","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@sundaysky","twitter_misc":{"\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593":"4\u5206"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/","url":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/","name":"Turning Customer Preferences into Loyalty, Revenue\u2026 and a Smart Video | SundaySky","isPartOf":{"@id":"https:\/\/sundaysky.com\/jp\/#website"},"primaryImageOfPage":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/#primaryimage"},"image":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/#primaryimage"},"thumbnailUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/11\/Turning-Customer-Preferences-into-Loyalty-Revenue\u2026-and-a-Smart-Video-png.webp","datePublished":"2012-11-27T08:45:26+00:00","dateModified":"2025-02-18T18:08:48+00:00","breadcrumb":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/#breadcrumb"},"inLanguage":"ja","potentialAction":[{"@type":"ReadAction","target":["https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/"]}]},{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/#primaryimage","url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/11\/Turning-Customer-Preferences-into-Loyalty-Revenue\u2026-and-a-Smart-Video-png.webp","contentUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2012\/11\/Turning-Customer-Preferences-into-Loyalty-Revenue\u2026-and-a-Smart-Video-png.webp","width":1500,"height":1500},{"@type":"BreadcrumbList","@id":"https:\/\/sundaysky.com\/jp\/blog\/turning-customer-preferences-into-loyalty-revenue-and-a-smart-video\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/sundaysky.com\/jp\/"},{"@type":"ListItem","position":2,"name":"Blogs","item":"https:\/\/sundaysky.com\/jp\/blog\/"},{"@type":"ListItem","position":3,"name":"Turning Customer Preferences into Loyalty, Revenue\u2026 and a Smart Video"}]},{"@type":"WebSite","@id":"https:\/\/sundaysky.com\/jp\/#website","url":"https:\/\/sundaysky.com\/jp\/","name":"SundaySky Video Platform","description":"Transforming Customer Engagement with Video","publisher":{"@id":"https:\/\/sundaysky.com\/jp\/#organization"},"alternateName":"SundaySky","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/sundaysky.com\/jp\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"ja"},{"@type":"Organization","@id":"https:\/\/sundaysky.com\/jp\/#organization","name":"SundaySky","url":"https:\/\/sundaysky.com\/jp\/","logo":{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/sundaysky.com\/jp\/#\/schema\/logo\/image\/","url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2022\/11\/Sundaysky-logo-02.png","contentUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2022\/11\/Sundaysky-logo-02.png","width":1920,"height":1080,"caption":"SundaySky"},"image":{"@id":"https:\/\/sundaysky.com\/jp\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SundaySkyVideo","https:\/\/x.com\/sundaysky","https:\/\/www.linkedin.com\/company\/sundaysky\/","https:\/\/www.instagram.com\/sundayskyvideo\/"]}]}},"_links":{"self":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog\/17748","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/comments?post=17748"}],"version-history":[{"count":0,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog\/17748\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/media\/20049"}],"wp:attachment":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/media?parent=17748"}],"wp:term":[{"taxonomy":"industry","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/industry?post=17748"},{"taxonomy":"use_case","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/use_case?post=17748"},{"taxonomy":"blog-topic","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog-topic?post=17748"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}