Innovation and Customer Engagement

Goodbye loyalty, Hello emotional connection. +81% of Gen Z and millennial consumers have switched brands in the past year. It doesn’t come from punch cards or points, it comes from connection. Gen Z isn’t interested in routine rewards or brand names passed down from previous generations. +22% of Gen Z beauty consumers consider themselves loyal to a single brand. This marks a clear shift away from traditional brand loyalty models. Instead, Gen Z responds to brands that make them feel seen, involved, and emotionally engaged. >>EXPERINCE is the new Loyalty currency<< Loyalty is no longer about repeat purchases, it’s about repeat emotional impact. Brands that offer exclusive events, immersive content, personalized interactions, and community-driven initiatives are building deeper bonds with Gen Z. In fact, these experience-based loyalty programs perform 2.5x better than traditional point-based systems. +87.5% of loyalty program owners plan to engage with customers in non-transactional ways in the next three years, Physical spaces offer a canvas for storytelling, connection, and shared experiences, turning foot traffic into fandom and in-store moments into long-term brand love. +Values over points: Gen Z shops from brands that reflect their beliefs. +Moments over merchandise: Memorable experiences drive loyalty more than discounts. +Emotion over habit: Loyalty now lives where storytelling and interaction meet. >>LUXURY through Experience<< For Gen Z, luxury is no longer defined by price tags or prestige, it’s defined by access, authenticity, and experience. Traditional symbols of luxury are being replaced by intimate, exclusive moments that feel personal and shareable. +62% of Gen Z consumers view luxury as encompassing the buying experience This generation wants luxury they can live, not just own. Brands that offer immersive, emotionally charged experiences are transforming retail into a stage for self-expression and storytelling, making luxury feel less like a transaction and more like a journey. +Limited-edition drop +Secret pop-up +behind-the-scenes invite Concluding: It's no longer about what you own, but what you experience. Traditional loyalty is fading, replaced by emotional connections forged through immersive retail, shared values, and memorable moments. To win this generation, brands must turn physical retail into a stage for storytelling and spark digital engagement that drives lasting impact and online sales. Find a my curated search of examples, and get inspired for your next hit. Featured Brands: Burberry Chanel Fendi Gentle Monster Gucci Moet & Chandon Louis Vuitton Prada Tiffany & Co #beautyprofessionals #luxuryprofessionals #marketingprofessionals #beautybusines #luxurybusiness

"Talk to customers" is classic startup advice. But not enough folks teach you how to talk to users in a way that gets you actual insights. Since launching Decagon and raising $100M over 3 rounds, we’ve learned a lot, especially about GTM. Here's how we've adapted our customer conversations to go beyond surface-level excitement and uncover real signals of value. We benchmark around dollars when discussing product features. Why? Because it’s easy to run a customer interview where the customer seems thrilled about a new idea we have. But excitement alone doesn’t tell you if a piece of feedback is truly valuable. The only way to find out is to ask the hard questions: → Is this something your team would invest in right now? → How much would you pay for it? → What’s the ROI you’d expect? Questions like these don’t allow for generic answers—they'll give you real clarity into a customer's willingness to pay. For example: say you float a product idea past a potential user. They're stoked by it. Then you ask how much they'd pay for said product—and the answer is $50 per person for a 3-person team. Is that worth building? It might be, depending on the outcome you're shooting for. But if your goal is to build an enterprise-grade product, that buying intent (or lack thereof) isn't going to cut it. If you'd stopped the interview at the surface-level excitement, you might have sent yourself on a journey building a product that isn't viable. By assessing true willingness to pay you can prioritize building what users find valuable versus what might sound good in theory. Get to the dollars as quickly as you can. It’s an approach that has helped us align our roadmap with what customers truly need and ensure we’re building a product that has a measurable impact.

I know it's tempting... but loyalty programs don't have to be the default paint-by-numbers points, tiers, and refer-a-friend. Here are four interesting loyalty plays that have caught my eye in the past week. Adore Beauty Group changed its program from Adore Society to Adore Rewards to move beyond being online-only. Surprise, surprise, it included a quarterly gift box, but the differentiator to the MECCA Brands loyalty masterclass is that customers get to choose their products rather than it being a mystery. McDonald's partnered with Snap Inc. to allow MyMcDonald's users to redeem points for a month of Snapchat+. It's the first time they've done a digital subscription redemption. Very smart lifestyle integration and huge trial opportunity for Snapchat+. Costco Wholesale upgraded its top-tier Executive Membership. It costs $120 USD, but Executive customers can access the store one hour earlier than other customers and an hour later on Saturday. Plus 2% cash back. A brilliant combination of convenience with middle-class exclusivity. Walmart rewarded pre-orders of the Nintendo Switch by ensuring all orders were delivered by 9am on launch day... and included surprise Pringles and Cokes. At such a heightened and anticipated moment, that retailer has left an deep emotional footprint. So next time you think loyalty, don't settle for ordinary. Put yourself in your customers' shoes. Think outside of the normal. Create lasting value and impactful moments. Don't expect to turn tech on and loyalty to happen. If worse comes to worst... add Pringles to all orders.

I think about Jeff Bezos's "start with the press release and work backward" approach. Here is a future headline I would like to see: "Surveys are no longer the primary tool for gathering insights." To get there, surveys will have had to evolve into precision instruments used strategically to fill gaps in data. Let's call this the "Adaptive Survey." With adaptive surveys, organizations can target key moments in the customer or employee journey where existing data falls short. Instead of overwhelming consumers and employees with endless, and meaningless, questions, surveys step in only when context is missing or deeper understanding is required. Imagine leveraging your operational data to identify a drop in engagement and deploying an adaptive survey to better understand and pinpoint the "why" behind it. Or, using transactional data to detect unusual purchasing behavior and triggering a quick, personalized survey to uncover motivations. Here's how I hope adaptive surveys will reshape insight/VoC strategies: Targeted Deployment: Adaptive surveys appear at critical decision points or after unique behaviors, ensuring relevance and avoiding redundancy. Data-First Insights: Existing operational, transactional, and behavioral data provide the foundation for understanding experiences. Surveys now act as supplements, not the main course of the meal. Contextual Relevance: Real-time customization ensures questions are tailored to the gaps identified by existing data, enhancing both response quality and user experience. Strategic Focus: Surveys are used to validate hypotheses, explore unexpected behaviors, or uncover latent needs...not to rehash what’s already known. Surveys don't have to be the blunt instrument they are today. They can be a surgical tool for extracting insights that existing data can’t reach. What are your thoughts? #surveys #customerexperience #ai #adaptiveAI #customerfeedback #innovation #technology

So you’re a digital brand, what’s your physical touch point? Oh… you don’t have one? Listen to this (you might want to make a coffee first)👇🏼 Last year Snap Inc. launched Snapchat+ membership gift cards via Amazon. They saw memberships rise from 5 million in September to 7 million by end of December. That’s a 40% subscription increase in one quarter. I think all of our finance teams would agree that’s the greatest Christmas present of all. So this year Snapchat are doubling down. They’ve just introduced physical gift cards in retail stores marking a strategic move to blend digital experiences with tangible interactions. In an age where 82% of consumers say they feel more connected to brands that offer in-person experiences, digital brands are realising that physical touchpoints not only reinforce loyalty but can also bring a whole new depth to their offerings. Here’s why this approach matters—and how some of the most innovative digital brands are pulling it off ⬇️ 1️⃣ Meeting Customers Where They Are – IRL Digital-first brands are finding that physical experiences resonate in powerful ways. Look at Runna - a running training app that brought its brand to life with a pop-up at the New York Marathont this weekend, offering runners real-world support, community, and connection. These brands turn online experiences into memorable in-person touchpoints, meeting users in the moments where they’ll connect best. Smart! 2️⃣ Tangibility Boosts Brand Loyalty There’s something about holding a product that brings a brand closer to home. Bumble Inc. the networking and dating app, understood this when they launched Bumble Hives—real-life lounges where users could attend dating workshops and networking events. These moments make the app experience feel more personal, building stronger loyalty. 3️⃣ Targeting the Gift-Givers - NOT the receivers While Gen Z is immersed in digital ecosystems, physical products like Snapchat gift cards are designed for their parents and grandparents. These tangible items offer a straightforward way for older generations to gift experiences that align with Gen Z’s digital lifestyles, effectively bridging the generational gap. This is what makes this super smart. 4️⃣ Why It Matters Now – People Want Real-World Experiences Consumers are increasingly seeking real-life interactions with their favorite brands, especially digital-first brands, as 78% of people now say they want brands to connect with them in more experiential ways. Physical experiences, whether pop-ups, branded parties, or beautifully crafted stores, offer a chance for digital brands to deepen relationships, bring their values to life, and connect with audiences in memorable, tangible ways. — As marketers, it’s essential to recognise the value of this intersection - but only when it’s smart, not just for the sake of it. What are some of your favourite examples of digital meets physical? Who’s doing this REALLY well? 👇🏼👇🏼👇🏼

How often do we receive a notification or an alert from a company about an issue before we even realize there’s a problem? Whether it’s a bank flagging suspicious activity, a delivery service notifying us of a delay, or a telecom provider offering compensation for downtime, proactive engagement is reshaping the customer experience landscape. Here’s an interesting fact: 67% of customers globally have a more favorable view of brands that offer or contact them with proactive customer service notifications. Yet, many businesses still focus solely on reactive support, missing the opportunity to elevate customer loyalty through preemptive action. In my opinion, the most impactful customer experiences don’t happen when customers reach out for help. They happen when businesses anticipate their needs and address them before they even ask. How, then, can businesses transform their CX strategies to embrace proactive engagement? Here are three essential strategies to lead the way: 1. Anticipate Customer Needs with Data and Insights The first step in proactive engagement is understanding your customers on a deeper level. Businesses can predict potential issues by analyzing behavioral patterns, feedback, and usage trends and offer solutions in advance. For example, monitoring a subscription service’s usage data could reveal customers at risk of disengagement, prompting a personalized offer to re-engage them. According to the 2024 Edelman Trust Institute Barometer, Saudi Arabia ranks first globally in trust in government leadership at 86%. The Kingdom is a clear example of how data-driven policies can foster trust. Businesses can follow this model by leveraging data insights to predict and address customer needs proactively. 2. Personalization: Beyond Generic Engagement Proactive engagement is most effective when tailored to individual preferences. Personalization goes beyond addressing customers by name; it involves delivering messages that resonate with their unique journeys. For instance, an e-commerce platform could recommend products based on browsing history or alert customers about restocks of their favorite items. 3. Solve Problems Before They Arise The ultimate goal of proactive engagement is to reduce friction. Offering solutions before customers encounter issues—like sending reminders for payments or proactively addressing service disruptions—can turn potential frustrations into positive experiences. At X-Shift, we’re committed to proactive engagement strategies that mirror these principles. While technology like AI is opening doors to automation, the human element—listening, anticipating, and personalizing—remains irreplaceable. The future of CX is proactive. Let’s lead the way! #Vision2030 #CustomerExperience #CX #Personalization #DigitalTransformation #SaudiArabia #CXTrends #CustomerLoyalty

I’ve been into hotel finance for almost 10+ years now. I’ve learned that what’s left unsaid by your guests often impacts your bottom line the most. Sure, you’ve got rave reviews from happy travelers, and yes, complaint-handling protocols are in place. But what about the guests who leave with a polite smile yet never return? 𝟭. 𝗥𝗲𝗽𝗲𝗮𝘁 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗟𝗼𝘀𝘀: Returning guests are 60%-70% more profitable than new ones. But if their dissatisfaction remains unvoiced, you may never know why they didn’t come back. 𝟮. 𝗥𝗲𝗳𝗲𝗿𝗿𝗮𝗹 𝗗𝗲𝗰𝗹𝗶𝗻𝗲: A guest who doesn’t complain might not be angry—but they also aren’t recommending your property to friends or family. 𝟯. 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗜𝗻𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝗶𝗲𝘀: Issues like slow room service or poor amenities that go unreported stay unaddressed. Unsolved problems can cost more over time, both financially and reputationally. 𝟰. 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗟𝗲𝗮𝗸𝗮𝗴𝗲: A seemingly "happy" guest may quietly book elsewhere next time, even if your rates are competitive. 𝟱. 𝗠𝗶𝘀𝘀𝗲𝗱 𝗨𝗽𝘀𝗲𝗹𝗹𝗶𝗻𝗴 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀: Unspoken discomfort (like noisy rooms or bland food) can discourage guests from spending more on upgrades or F&B services. But how do you identify these silent signals? 𝟭. 𝗗𝗲𝗲𝗽-𝗱𝗶𝘃𝗲 𝗦𝘂𝗿𝘃𝗲𝘆𝘀 𝘁𝗵𝗮𝘁 𝗚𝗼 𝗕𝗲𝘆𝗼𝗻𝗱 𝗕𝗮𝘀𝗶𝗰𝘀 - Ask open-ended questions like: “𝙒𝙝𝙖𝙩’𝙨 𝙤𝙣𝙚 𝙩𝙝𝙞𝙣𝙜 𝙩𝙝𝙖𝙩 𝙘𝙤𝙪𝙡𝙙 𝙝𝙖𝙫𝙚 𝙢𝙖𝙙𝙚 𝙮𝙤𝙪𝙧 𝙨𝙩𝙖𝙮 𝙚𝙫𝙚𝙣 𝙗𝙚𝙩𝙩𝙚𝙧?” 𝟮. 𝗕𝗲𝗵𝗮𝘃𝗶𝗼𝗿𝗮𝗹 𝗗𝗮𝘁𝗮 𝗧𝗿𝗮𝗰𝗸𝗶𝗻𝗴 - Patterns like short booking durations or lower in-house spending can signal dissatisfaction. 𝟯. 𝗘𝗺𝗽𝗼𝘄𝗲𝗿 𝗬𝗼𝘂𝗿 𝗙𝗿𝗼𝗻𝘁𝗹𝗶𝗻𝗲 𝗦𝘁𝗮𝗳𝗳 - Train them to observe non-verbal cues and proactively check in: “𝙃𝙤𝙬’𝙨 𝙮𝙤𝙪𝙧 𝙧𝙤𝙤𝙢? 𝙄𝙨 𝙩𝙝𝙚𝙧𝙚 𝙖𝙣𝙮𝙩𝙝𝙞𝙣𝙜 𝙬𝙚 𝙘𝙖𝙣 𝙞𝙢𝙥𝙧𝙤𝙫𝙚?” 𝟰. 𝗘𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝗔𝗻𝗼𝗻𝘆𝗺𝗼𝘂𝘀 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 - QR codes or anonymous forms allow shy guests to express concerns without confrontation. 𝟱. 𝗠𝗼𝗻𝗶𝘁𝗼𝗿 𝗢𝗻𝗹𝗶𝗻𝗲 𝗔𝗰𝘁𝗶𝘃𝗶𝘁𝘆 𝗣𝗼𝘀𝘁-𝗦𝘁𝗮𝘆 - A lack of reviews could be as telling as negative ones. 𝟲. 𝗦𝗶𝗹𝗲𝗻𝘁 𝗱𝗶𝘀𝘀𝗮𝘁𝗶𝘀𝗳𝗮𝗰𝘁𝗶𝗼𝗻 𝗶𝘀𝗻’𝘁 𝗷𝘂𝘀𝘁 𝗮 𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺—𝗶𝘁’𝘀 𝗮 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺. 𝗔 𝟱% 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗶𝗻 𝗴𝘂𝗲𝘀𝘁 𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗰𝗮𝗻 𝗯𝗼𝗼𝘀𝘁 𝗽𝗿𝗼𝗳𝗶𝘁𝘀 𝗯𝘆 𝟮𝟱%-𝟵𝟱%. - Catching and resolving hidden pain points early reduces the cost of negative guest experiences and their long-term ripple effects. If you want to unlock your hotel’s full revenue potential, listen closely to what’s not being said. The best time to address silent dissatisfaction is before it leaves your property. Every smile, every stay, and every “thank you” has a story. Make sure you know all of it.

👉 Unlock the secrets of consumer psychology to enhance your email marketing effectiveness 📧 In the crowded space of email marketing, understanding and applying behavioral economics can significantly improve the effectiveness of your campaigns. By tapping into how consumers think and make decisions, you can craft emails that not only get opened but also convert. ▪️ The Scarcity Principle ⏰ : Utilize the Scarcity Principle in your email campaigns to create urgency. Informing recipients that a deal is limited-time only or that only a few items are left can significantly increase the likelihood of immediate action. For example, "Only 3 hours left to claim your offer!" or "Just 5 items remaining at this price!" ▪️ The Paradox of Choice ✅ : Simplify consumer decision-making by limiting the number of options. The Paradox of Choice teaches us that too many options can overwhelm and deter decision-making. Optimize your emails by providing one clear call to action or focusing on a single product or service rather than multiple. ▪️ Personalization and the Liking Bias 🙋♂️ : Leverage the Liking Bias by personalizing your emails. People are more likely to engage with content that appears tailored to them. Use data to address recipients by name, reference past purchases, or suggest items based on browsing history. This not only captures attention but also enhances the feeling of intimacy and relevance. ▪️ Loss Aversion 🔚 : Capitalize on Loss Aversion by highlighting what your customers stand to lose if they don’t take action. Phrasing like, "Don’t miss out on this opportunity!" can be more effective than simply presenting the benefits of an offer. 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲: Review your current email marketing strategies. How can you implement these behavioral insights to increase open rates and conversions? Test different approaches in your campaigns to see what works best with your audience. #BehavioralEconomics #EmailMarketing #DigitalMarketing #ConsumerPsychology #ServingMarketing #SirviendoMarketing

🎲 Dishoom didn’t build a loyalty program. They built a moment worth talking about This post converges my love for food with the desire to make financial services more customer friendly. For those who aren’t aware, Dishoom is a wildly successful Indian Cuisine restaurant in London. This post is about their loyalty program. In a world drowning in boring points and generic cashback schemes, Dishoom’s Matka (Roll of Dice 🎲) game is a masterclass in behavioral design Here’s how it works: 🔆 You get a Matka keyring. 🔆 At the end of your meal, you roll a die. 🔆 If it lands on a 6 - your entire meal is free. No points. No tracking. Just dopamine, unpredictability, and a great story to tell your friends. But behind the fun is serious science: ✔ Variable rewards drive deeper engagement than fixed incentives ✔ It triggers FOMO and shareability without burning margins ✔ It makes returning to Dishoom an act of curiosity, not habit And the results? 📈 Customers choose Dishoom just to roll the Matka again 📣 Word-of-mouth does the heavy lifting 💡 Loyalty becomes emotional, not transactional Combine that with their exceptional hospitality, a give-back model (one meal donated for every one served), and immersive brand storytelling and Dishoom becomes more than a restaurant. It becomes a brand you want to be loyal to, not loyal for…. Let’s stop designing loyalty programs that bribe people to return. Let’s create experiences they want to return to. #LoyaltyDesign #CX #BehavioralEconomics #Hospitality #MarketingInnovation #BrandLove #LinkedInInsights

A hard truth about startup marketing... Most founders THINK they know their customers. Few actually do. Having run countless customer interviews as a Fractional CMO, here's what separates good marketing from great: 1. Stop guessing, start listening Stay away from: ❌ Making assumptions, or listening to the loudest voice internally  ❌ Relying on off the shelf market research reports ❌ Copying competitors What works: → Real customer conversations → Open-ended questions and deep probing → Looking for repeated patterns from customer conversations 2. Turn feedback into firepower Stay away from: ❌ Writing copy based on internal preferences ❌ Using industry jargon customers don't use ❌ Building messaging around features, not problems What works: → Use customer’s exact words → Steal their frustrations → Mirror their dreams 3. Run micro-tests, get macro-results Stay away from: ❌Betting big on untested campaigns ❌Relying on gut feel for what's working ❌Waiting too long to analyse results What works: → Test small message tweaks → Track in detail → Scale what works → Kill what doesn't The pattern I keep seeing? The best marketing doesn't come from clever copywriters. It comes from customers who feel heard. What customer insight changed your marketing game? Share below 👇 ♻️ Found this helpful? Repost to share with your network. ⚡ Want more content like this? Hit follow Maya Moufarek for more startup growth insights.