Thinkers360
Interested in getting your own thought leader profile? Get Started Today.

gianfranco cuzziol

Director at In Pursuit of The Trivial

York, United Kingdom

Gianfranco has over 20 years experience in CRM and Personalisation.

Most recently he led CRM and Personalisation for Natura & Co. The group comprises the four iconic brands of Aesop, Avon, Natura and The Body Shop.

Prior to transitioning to a Group role, he was at Aesop where he was responsible for Global CRM including Recognition and Replenishment. Joining Aesop in 2019 he transformed the brand’s capabilities in how they directly engage with customers across their markets and regions. Those capabilities centred on delivering technology, people and data to support Aesop’s truly unique vision of understanding the customer.

Prior to his Natura & Co roles, Gianfranco spent most of his career agency side working with brand as diverse as BMW, adidas, BT, Disney and easyjet to name but a few.

With a first degree in Astrophysics, he enjoys explaining that engaging with customers in a relevant way need not be rocket science!

Available For: Advising, Authoring, Consulting, Influencing, Speaking
Travels From: York, London and the rest of the world
Speaking Topics: CRM , Loyalty , Personalisation

Speaking Fee $2,000 (In-Person), $1,000 (Virtual)

Personal Speaking Website: cuzziol.com
gianfranco cuzziol Points
Academic 0
Author 82
Influencer 0
Speaker 55
Entrepreneur 40
Total 177

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Featured Videos

Delivering the Best eCommerce CRM
September 25, 2024

Featured Topics

Personalisation

Personalisation

Company Information

Company Type: Individual
Minimum Project Size: N/A
Average Hourly Rate: N/A
Number of Employees: N/A
Company Founded Date: Undisclosed

Areas of Expertise

Agile 30.03
Business Strategy 32.68
Coaching
CRM 36.67
Customer Experience 31.53
Customer Loyalty 38.99
Leadership 30.02
Marketing 30.02
Privacy 30.08
Retail 30.65

Industry Experience

Automotive
Hospitality
Media
Retail
Telecommunications
Travel & Transportation
Utilities

Publications

1 Advisory Board Membership
Savant Events
Savant Events
February 06, 2025

See publication

Tags: CRM, Customer Experience, Customer Loyalty

9 Article/Blogs
A Brief History of AD BC
cuzziol Blog
January 14, 2025
Commonly understood definitions are the cornerstone of effective marketing, particularly when it comes to measuring customer engagement and performance metrics. Without shared definitions, comparisons across campaigns, teams, or timeframes become meaningless, leading to confusion and inconsistent results. A clear and universal framework ensures that everyone—marketers, analysts, and stakeholders—interprets data in the same way, enabling accurate assessments of performance and the identification of actionable insights. Establishing these definitions is critical for aligning strategies, driving accountability, and ensuring the meaningful evaluation of success in marketing initiatives.

See publication

Tags: CRM, Customer Experience, Customer Loyalty

The True Purpose of Omnichannel: Meeting Customer Expectations or Simply Keeping Up?
cuzziol Blog
September 26, 2024
Imagine walking into a store where the sales associate remembers not just your name, but the exact items you’ve been eyeing online. This seamless, frictionless experience is what omnichannel marketing promises. But behind the sleek tech and data-driven personalisation, are companies truly solving for the customer’s needs, or simply keeping up with a trend?

See publication

Tags: CRM, Customer Experience, Customer Loyalty

Tailoring loyalty programmes to changing consumer expectations
cuzziol Blog
July 23, 2024
Customer feedback and data analytics are crucial in refining loyalty programs, serving as the "senses" that gather and interpret information. Customer feedback provides direct insights into customer sentiments, preferences, and experiences, helping identify issues and areas for improvement. By actively listening to customers, businesses can tailor their loyalty programs to meet specific needs, such as offering personalized rewards over generic ones. This customization increases customer satisfaction and retention.

See publication

Tags: CRM

eTail 25
cuzziol Blog
July 01, 2024
I had the pleasure of being interviewed at eTail 25 last week by Efrain Rosario, Global Head of Diageo Futures & Commerce.

See publication

Tags: CRM

Navigating the Complex World of Customer Data Platforms: A Refined Strategy
cuzziol Blog
February 07, 2024
In today's digital age, Customer Data Platforms (CDPs) offer businesses the golden opportunity to centralize customer data from various sources, providing a unified, comprehensive view of each customer. This capability is crucial for delivering personalized marketing strategies and enhancing customer experiences. However, the road to a successful CDP implementation is often bumpy, with many initiatives failing to meet their objectives. By integrating strategic insights and focusing on the customer journey, organizations can significantly improve their chances of success. Here's a refined approach to navigating common CDP pitfalls while keeping the customer journey at the forefront.

See publication

Tags: CRM

Beyond the CV: Henry Ford's Unconventional Approach to Talent Selection
cuzziol Blog
February 04, 2024
In an age where qualifications and technical expertise often dominate the criteria for job selection, an anecdote about Henry Ford offers a refreshing perspective on the importance of values and human interaction in the workplace. This story, which feels as if it could have been plucked from the pages of a Malcolm Gladwell book or the keynote speech of a visionary business leader, holds a profound lesson on leadership and the art of discerning true character

See publication

Tags: CRM

Personalisation in 2024
cuzziol Blog
January 11, 2024
In 2024, the cornerstone of effective marketing lies in mastering the art of personalization. Personalisation, however, is not an end in itself; it is a means to engage deeply with customers. Without a clear purpose and understanding of the customer journey, personalization risks being a mere gimmick rather than a powerful tool.

See publication

Tags: CRM

Multichannel, Omnichannel or just Shopping?
cuzziol Blog
November 15, 2023
I had the pleasure of being asked to sit on the ‘Achieving a seamless omnichannel customer journey through digital transformation’ panel at The Retail Conference in London this week run by The Retail Bulletin

See publication

Tags: CRM

Gamification is now the point when it comes to customer loyalty
LinkedIn
November 27, 2015
The shop-ocalypse has arrived, and as the twin horsemen of Black Friday and Cyber Monday looming on the horizon, supermarket security guards and server-maintenance technicians alike were crossing themselves in fear

See publication

Tags: CRM

1 Book
In Pursuit of The Trivial
Trivial Publishing
June 29, 2024

See publication

Tags: Business Strategy, CRM, Customer Loyalty

1 Founder
In Pursuit of The Trivial
In Pursuit of The Trivial
September 01, 2023
Consultancy supporting organisations and individuals on their journey towards successful CRM, Personalisation and Loyalty

See publication

Tags: CRM, Customer Experience, Customer Loyalty

3 Keynotes
What Does the Customer Want?
Personalisation Summit
November 05, 2024
• Understanding what the customer needs and wants and shaping a personalisation strategy to address this.
• Exploring how brands can improve the customer journey through continuous refinement and adaptation to evolving consumer preferences.
• How data can inform us in how to personalise experiences, optimize touchpoints, and foster long-term customer relationships for sustained business growth.
• Delving into actionable insights and best practices through practical examples, illustrating the effectiveness of personalised approaches in driving engagement and loyalty.

See publication

Tags: CRM, Customer Experience, Customer Loyalty

Achieve Seamless, Insight-Driven Customer Journeys That Maximise ROI, Boost Conversations & Fuel Customer Satisfaction, Engagement & Retention
Global Insight Conferences
October 10, 2024
Explore the hottest trends and insights around changing customer
expectations and leverage them to craft insight-driven, data-led journeys
that exceed expectations
• How can you revise your customer journey mapping techniques to
promise smooth transitions and heightened experiences across all
channels?
• Explore new techniques for analysing the impact of your strategies
across multiple touchpoints in the customer journey including email
opens, clicks, and more

See publication

Tags: CRM, Customer Experience, Customer Loyalty

Savant 2 Conference London September 2024
Savant Events
September 04, 2024
Panel: The difference between B2B and B2C marketing

See publication

Tags: Business Strategy, CRM

4 Panels
Cracking the Code - Aligning Strategies for Retail Media Success
Savant Events
February 06, 2025
Savant Events panel discussing
- Internal alignment for retail media success
- Optimising external partnerships
- The future of retail media

See publication

Tags: CRM, Customer Experience, Retail

Strategies to improve and create customer experience around customer wants
The Retail Bulletin
November 06, 2024
In today's competitive retail landscape, delivering exceptional customer experiences is essential for staying ahead. You can learn strategies to differentiate your brand, attract and retain customers, and drive business growth. Hear how retailers are seeking to enhance their customer experience and drive business success in the digital age.

See publication

Tags: CRM, Customer Loyalty, Retail

Endless Aisle
NewStore
June 26, 2024
Personalisation and Loyalty debate

See publication

Tags: CRM, Customer Experience, Retail

Customer Engagement and Personalisation
The DMA
June 06, 2024
DMA Customer Engagement Future Trends Manchester June 2024

See publication

Tags: CRM, Customer Experience, Customer Loyalty

2 Speaking Engagements
Retail Reimagined: The Modern Ethos of the New Customer Experience
eTail
June 25, 2024
CX improves resilience: the importance of getting CX right.
Consumers demand augmented experiences:
Data is the lifeblood to make this happen: how does one get started on a connected data strategy?
What are the key skills/capabilities that a commercial/marketing organization needs to build?

See publication

Tags: CRM, Customer Experience, Retail

Personalization Strategy
Open Loyalty
October 23, 2023

See publication

Tags: CRM, Customer Experience, Customer Loyalty

1 Video
Antavo Loyalty Stories Gianfranco Cuzziol
Import from youtube.com
July 28, 2024

See publication

Tags: Business Strategy, CRM, Customer Loyalty

2 Videos
The Cruel Optimism of Technology
In Pursuit of The Trivial
October 24, 2024

See publication

Tags: CRM, Customer Experience, Customer Loyalty

Loyalty in 2025
In Pursuit of The Trivial
September 23, 2024

See publication

Tags: CRM, Customer Experience, Customer Loyalty

3 Webinars
The Art of Personalisation
Candyspace
December 13, 2024

See publication

Tags: CRM, Customer Experience, Customer Loyalty

Effective Black Friday Prep and Strategies for Navigating Bargain Hunters
Moengage
October 01, 2024
A webinar covering essential BFCM and holiday marketing checklists, last-minute prep tips, and proven strategies from top retail brands. Learn smart ways to maximize profit, leverage hyper-personalization, break conversion barriers, and handle seasonal bargain hunters.

See publication

Tags: CRM, Customer Loyalty, Retail

Anagnorisis
In Pursuit of The Trivial Ltd
October 01, 2023

See publication

Tags: CRM, Customer Experience, Customer Loyalty

Thinkers360 Credentials

4 Badges

Radar

Blog

10 Article/Blogs
Quiet Leadership
Thinkers360
February 03, 2025

I was asked recently what my style of leadership was . Fortunately I had recently been reading a book that I think encapsulates my style

Quiet Leadership: Winning Hearts, Minds and Matches by Carlo Ancelotti with contributions from Cristiano Ronaldo, Zlatan Ibrahimovic, David Beckham, Sir Alex Ferguson and Paolo Maldini

Carlo Ancelotti has had a glorious career as both a player and manager. He played for both Roma and Milan; He then managed clubs including Juventus, Milan, Real Madrid, Bayern Munich ,PSG and Chelsea

His legacy as a manger includes:

The only manager to win league titles in all of Europe’s "Big Five" leagues (Italy, England, France, Germany, Spain).

4-time UEFA Champions League-winning manager (2003, 2007, 2014, 2022) – a record.

Renowned for his calm leadership, ability to manage egos, and tactical adaptability.

Ancelotti offers an insightful look into the management philosophy of one of football's most successful coaches. Ancelotti promotes a calm and understanding approach to leadership, advocating for building strong relationships with players by respecting their individuality and fostering trust.

Key Themes:

  1. Building Relationships and Trust: Ancelotti believes that leadership is about building relationships and trust. He emphasises the importance of creating strong relationships with players, staff, and management. He believes in treating everyone with respect and dignity, regardless of their status or role. This approach fosters a positive team environment and encourages loyalty.

  2. Cultural Understanding: Ancelotti's experiences across different countries highlight the importance of cultural adaptability. He stresses the need to understand and respect local customs, work ethics, and communication styles. Learning the local language is also emphasised as a sign of respect and commitment to the new environment.

  3. Balancing Tradition and Innovation: While respecting a club's history and traditions, Ancelotti advocates for innovation in tactics, training methods, and player development. He believes in finding the right balance between preserving a club's identity and evolving to stay competitive.

  4. Adaptability in Leadership: Ancelotti recognises the importance of adapting leadership styles to suit different players, teams, and situations. He believes that a one-size-fits-all approach is ineffective in modern football. Understanding and managing emotions—both his own and those of his players—is crucial in navigating high-pressure situations and maintaining team morale.

  5. Balancing Data and Intuition: Ancelotti advocates for a balanced use of data and analytics in football. While recognizing their value, he understands that they should complement, not replace, a manager's experience and intuition. He encourages a critical approach to data interpretation, understanding context, and not blindly following statistical trends.

Throughout the book, Ancelotti shares anecdotes from his time managing top clubs like AC Milan, Chelsea, and Real Madrid, illustrating how his "quiet" approach has led to success on and off the pitch. His philosophy centres on the belief that effective leadership is rooted in respect, adaptability, and continuous learning.

Some of my favourite lines from the book

· ‘People don’t care how much you know until they know how much you care’

· As Vito Corleone would have said…:’ It’s not personal, it’s just business’.

· The first problem was caused by statistics

· Everything should not always be so serious at work.

· Carlo wasn’t one of those managers who comes in and says, ‘Right, this is my way. This is the only way I think and it’s going to be my way or no way at all’ – John Terry

Available on Amazon

See blog

Tags: Leadership

Depth in CRM
Thinkers360
January 27, 2025

As CRM (1) evolves in sophistication and scope, agencies must prioritise not just what they do, but how and why they do it. the acronym "Depth(h)" provides my brief manifesto, if you want, on a guiding framework for success: Data, Environment, People & Processes, Technology and Human.

Data: From Thin to Thick

In the world of CRM, data is king (2). But not all data is created equal. Thin data provides the transactional "what"—purchase histories, website clicks, and loyalty behaviours. It’s what businesses are comfortable with today: footprints in the sand, indicators of past behaviour (3).

However, thick data delivers the "why"—the mindset and motivations behind these actions. For example, when working with a DIY retailer, thin data revealed immediate revenue opportunities through upselling customers purchasing sample pots of paint. However, the real strategic breakthrough came from understanding that purchases like a packet of birdseed—seemingly trivial—signalled major home improvement projects. Customers purchasing these items were often in the inspiration or preparation stage of renovations. This insight moved the business from reactive marketing to pre-emptive value creation, uncovering opportunities to drive significant customer spend before competitors could. Thick data forces us to think about the customer mindset

Environment: Macro and Micro Insights

CRM doesn't operate in a vacuum. Successful strategies consider both macro-environmental forces—market trends, competitor moves, and societal shifts—and the micro-environmental context surrounding customer interactions.

At a macro level, it's about anticipating shifts in consumer behaviour, such as the growing demand for sustainability or personalization (4). At a micro level, understanding the immediate context of customer engagement is critical. Is the customer in-store, online, or using a hybrid approach? Have they already downloaded a product guide, or attended a virtual consultation? Every interaction provides a breadcrumb leading to deeper engagement. CRM brand leaders must align strategies to these environments, ensuring relevance and resonance at every touchpoint.

And Brand is important. CRM marketers need to act like brand marketers more often and consider what the brand would do at this point of interaction with the customer.

People and Processes: Building CRM-Ready Teams

No CRM strategy can succeed without the right people and processes. A critical first step is auditing organisational capabilities and workflows. This involves not just understanding current skills but envisioning the future model: centralised, decentralised, or hybrid structures that empower both headquarters and regional teams.

Processes must evolve to facilitate agility, enabling teams to act on insights in real-time. This is not just about workflows but creating a culture of learning and adaptation, where data and insights flow freely across silos. Leaders in CRM should ask, "Do we have the right skills, incentives, and structures to deliver the customer experience we aspire to?"

Technology: Avoiding the Trap of Cruel Optimism

Technology is the enabler but should never be the driver. Too often, brands fall into the trap of "cruel optimism," a concept described by Lauren Berlant and adapted by me: where the tools we desire end up inhibiting our goals. Technology must serve the business, not the other way around.

This means selecting platforms that integrate seamlessly into existing ecosystems, empower teams with actionable insights, and enhance the customer experience. The focus must remain on how technology enables better understanding, engagement, and value delivery for customers.

Human: The silent ‘H’ in too many cases

Let’s not forget that at the end of an email, in front of a screen or talking to a retail colleague is a human (5). They are complexed and nuanced; at any one time a customer and not a customer (6).

The Depth Proposition

My vision for CRM is one of customer-centric orchestration. By uniting thin and thick data, contextual awareness, empowered teams, and purposeful technology, we can create CRM strategies that are not only effective but transformative.

This isn’t just CRM; it’s CRM with Depth.

 

  • And for the record I’m not an enthusiastic fan of the term CRM -but that’s another article
  • Repeat after me, ‘Data is not the new oil.’
  • I would dare say if there is one thing we can learn from history is that we can’t learn from history.
  • For the record, I’m now convinced that we should use a ‘z’ and not an ‘s.’
  • Ok, possibly Agentic AI might lead to machines talking to each other without the need for the human
  • Think Schrodinger’s Cat

See blog

Tags: CRM, Customer Loyalty, Marketing

Measuring the Impact of Generative AI in CRM, Loyalty, and Personalisation: A Data-Driven Approach
Thinkers360
January 13, 2025

 

The promise of Generative AI (GenAI) in marketing is immense, particularly in CRM, loyalty, and personalisation. Yet, as highlighted in recent insights, the economic value of GenAI remains difficult to quantify, and confidence in its impact often rests more on optimism than rigorous measurement. To bridge this gap, controlled experiments and careful metrics are critical to understanding the true impact of GenAI. Below are five key ways to measure GenAI’s impact in CRM, loyalty, and personalisation, rooted in a framework of experimentation and evidence:


1. Campaign Performance and Content Quality

  • What to measure: Compare performance metrics like email open rates, click-through rates (CTR), and conversion rates across three groups: one using GenAI to create content without human review, another with human review, and a control group with no GenAI involvement.
  • Why it matters: While GenAI can generate content faster, the quality and relevance of this content must be assessed. Measuring engagement metrics and user feedback provides a clear picture of whether GenAI is truly adding value.
  • Example KPI: Improvements in email open rates, CTR, or conversions by X% compared to the control group.

2. Customer Lifetime Value (CLV) and Retention

  • What to measure: Track the CLV and retention rates of customer segments managed by GenAI-driven personalisation versus those handled traditionally.
  • Why it matters: Personalised experiences powered by GenAI promise to deepen loyalty and increase retention, but without measurement, these gains remain anecdotal.
  • Example KPI: X% increase in average CLV or retention rate over a defined period.

3. Operational Efficiency and Productivity Gains

  • What to measure: Quantify the time saved in creating campaigns, segmenting audiences, and generating reports between GenAI and traditional methods.
  • Why it matters: The 2025 AI & Data Leadership Benchmark Survey highlights that many leaders perceive GenAI as a tool for exponential productivity gains, yet few are quantifying these improvements rigorously. Measuring actual time and cost savings reveals whether those perceptions hold true.
  • Example KPI: Reduction in campaign setup time by X hours or cost savings by Y%.

4. Impact on Personalisation Effectiveness

  • What to measure: Analyse the success rates of personalised offers, recommendations, and messages generated by GenAI versus manually curated ones.
  • Why it matters: If GenAI leads to improved personalisation outcomes—such as higher redemption rates for offers or better customer satisfaction—this demonstrates tangible value in loyalty and CRM contexts.
  • Example KPI: X% increase in offer redemption rates or customer satisfaction scores.

5. Customer Sentiment and Engagement

  • What to measure: Use sentiment analysis and feedback tools to assess customer reactions to GenAI-driven marketing efforts.
  • Why it matters: Generative AI might generate content faster, but if customers find it irrelevant or disengaging, the effort is wasted. Monitoring sentiment provides a qualitative lens to complement quantitative metrics.
  • Example KPI: X% improvement in Net Promoter Score (NPS) or sentiment scores in customer feedback surveys.

The Experimentation Imperative

As noted, the best way to demonstrate the value of GenAI is through controlled experiments. Establishing A/B testing frameworks where one team uses GenAI while another does not—or varying levels of GenAI involvement—can provide actionable insights. For instance:

  • Test content generation speed versus quality. If GenAI creates blog posts faster but engagement drops, the trade-off may not justify the investment.
  • Measure productivity at the worker level. If marketers save time using GenAI, understand how they’re reallocating those hours and whether it drives additional value.

Final Thoughts

The challenges of quantifying GenAI’s impact highlight the need for companies to move from optimistic assumptions to rigorous measurement. In CRM, loyalty, and personalisation, the potential is there—but only by carefully measuring both the benefits and unintended consequences can organisations realise its promise. If companies fail to measure, they risk missing the opportunity to make informed decisions about where GenAI truly adds value.

See blog

Tags: Agile, CRM, Customer Loyalty

Bravery in CRM: Why Bold Choices Make All the Difference
Thinkers360
November 18, 2024

CRM practitioners, aka brand builders have an incredible opportunity to be brave—to make bold choices, take risks, and focus on the things that truly matter. This isn’t just about stepping out of comfort zones for the sake of it; it’s about committing to initiatives and objectives that can transform not just businesses, but also the lives of customers.

Over the years, I've learned the importance of putting the customer first and focusing on creating sustainable, tangible value for them. While business metrics and KPIs are important, they are outcomes—not the goal itself. The true focus should always be on the people we serve. This perspective has taught me that if we do the right thing for our customers and create genuine value, the business results will follow. It’s not about being driven by shareholders or external pressures, but about staying true to the needs of the customers who engage with us. By prioritizing their experience and well-being, we can build stronger, more resilient businesses.

One of the key lessons I've learned is the importance of speaking up when things aren’t right. In business, people are often rewarded for launching initiatives and completing projects—for doing more, not less. But sometimes the brave choice is to stop something that isn’t working, to call out a campaign or initiative that seems destined to fail. Too often, people in leadership positions focus on being right rather than doing what’s right. Sometimes this means changing course.

The conversation about bravery in marketing isn’t just about individual actions—it’s about creating an environment where different perspectives are valued. If everyone in marketing brought their own unique point of view to the table, our industry would be stronger for it. We all have our own journeys, our own paths, and our own perceptions. Bringing those things to the work makes it richer and more authentic. It doesn’t mean every idea will be the one we move forward with, but collectively, we end up in a better place. And that’s what brave marketing is really about—the willingness to bring your perspective, take risks, and do what’s right, even if it isn’t always the easy path.

So, the next time you're faced with a marketing challenge, be brave. Share your point of view, even if it feels risky. Because where we end up together will always be better when we’ve all had a voice in getting there.

See blog

Tags: CRM, Customer Experience, Customer Loyalty

The Power of Personalisation
Thinkers360
November 08, 2024

''The power of personalisation lies in its ability to create a deeper connection between the customer and the brand.''

Pull the other one 

The power of personalisation lies in its ability to make a customer's experience smoother, faster, and more relevant. Not every customer is looking for a deep emotional connection with every brand they interact with – often, they just want the best price or the easiest way to complete their purchase. When businesses understand and respect these practical needs, personalisation becomes a way to offer value without overstepping boundaries.

By making things easier – whether it’s showing relevant products, offering timely discounts, or remembering preferences – brands can build loyalty based not on sentimentality but on convenience and efficiency. This kind of personalisation drives retention and repeat purchases because it respects the customer’s time and wallet, leading to improved sales and a competitive edge that’s built on understanding real customer priorities.

See blog

Tags: CRM, Customer Experience, Customer Loyalty

The Emperor's New Clothes - A modern re-telling
Thinkers360
October 24, 2024

"In the fabled kingdom of advertising, there ruled an Emperor, 'Marketing Strategy', who was known to have a penchant for the grand and novel. At his court gathered an array of tailors and designers, the 'Marketing Platforms', each vying for his attention with a new piece of garb.

These platform tailors were captivated by the allure of 'the next big thing'. With looms that were filled with digital threads and viral needles, they crafted the Emperor's garments, all the while lost in the glamour of emerging technology. They prattled on about the beauty and spectacle of these new technologies but often forgot to ask if these robes were really suitable for their sovereign.

In walked two shrewd weavers, representing the wisdom of aligning strategies with the clients' needs. 'Your Highness,' they declared, 'what if we told you that all these technological fabrics you've been donning are invisible to the common folk?'

The room fell into a hush.

'These new-age cloaks are dazzling,' the wise weavers continued, 'but are they right for your kingdom? Are they fit for your subjects, the audiences you aim to reach?'

The Emperor was intrigued. He understood that it wasn't about being swayed by the latest thing but about digging deep to see what was truly appropriate for his people. Technology was not to overshadow strategy but to serve it. He had become a victim of Cruel Optimism where something you desire is actually an obstacle to your flourishing. The Emperor had realised that he was now serving the technology and not his people.

He soon saw that all these new-fangled garments, attractive as they were, could become mere illusions if not worn with due consideration. It was not about using his kingdom as a test bed for something new; it was about meaningful improvements rather than fleeting excitement.

The Emperor declared, 'From this day on, we shall never lose sight of our true purpose. We shall be guided by what's best for our subjects, not what momentarily dazzles our eyes.'

And so, the Emperor's New Clothes became a tale not just of vanity but of vision. It's a story that speaks to our age, an age where the chase for the novel can blind us to the essence of what we do. It reminds marketers not to become addicted to the channel but to focus, hand on heart, on adding true value.

In our own empires of enterprise and strategy, may we don the robes that truly suit us and those we serve.

See blog

Tags: Customer Experience, Customer Loyalty

The Instant Gratification Paradox
Thinkers360
October 15, 2024

Pros of Immediate Customer Gratification:

A Revolutionized Shopping Experience:

Next-day and same-day grocery delivery services epitomize instant gratification. Customers can now receive their ordered goods, including fresh produce, at their doorsteps within hours. This unprecedented convenience caters to the lifestyle of the modern, busy consumer, enhancing satisfaction and brand loyalty.

The Allure of Discounts and Returns:

Heavy discounts and free return policies have become integral in attracting price-sensitive customers. These strategies foster a risk-free and economical shopping environment, driving impulsive purchases and repeated patronage.

Spurring Economic Activity:

The immediate gratification trend, characterized by speed and convenience, propels sales volume and economic activity. Consumers, incentivized by instant delivery and attractive pricing, are likely to increase their spending, boosting business revenues and market dynamics.

Cons of Immediate Customer Gratification:

Skyrocketing Consumer Expectations:

These service enhancements, though beneficial, contribute to escalating consumer expectations. Customers are becoming accustomed to instantaneous services, leading to increased pressure on brands to continuously innovate and exceed these expectations, which can be unsustainable.

Environmental and Economic Strains:

The boom in same-day deliveries, particularly in the grocery sector, often requires increased transportation, leading to environmental concerns such as pollution and traffic congestion. Moreover, constant discounts can sometimes undermine the financial health of businesses and affect the perceived value of products and services.

A Culture of Impulsivity:

Instant gratification trends, including instant deliveries and easy return policies, may inadvertently foster a culture of impulsive and unsustainable consumption. Customers, emboldened by these conveniences, might prioritize instant gratification over thoughtful purchasing decisions.

Rebalancing the Scales:

Consumer Education and Awareness:

It becomes imperative for brands to assess if they have inadvertently cultivated overly demanding consumer behaviours. Balancing act lies in educating customers on the impacts of instant gratification, including environmental and economic repercussions.

Sustainable Innovations:

Brands can explore grouping deliveries, offering scheduled delivery options, and incentivizing eco-friendly choices to mitigate environmental impacts. Personalised engagement, aided by data analytics, can enhance the customer experience without necessitating constant discounts.

The instant gratification culture in 2024.

1. Ultra-Fast Deliveries:

Companies might offer deliveries in under an hour, leveraging advanced logistics, AI, and possibly drones to ensure that customers receive their orders almost immediately after placing them. For instance, Amazon could further refine and expand its Prime Now service.

2. AI-Powered Personal Assistants:

Imagine more advanced AI personal assistants that can predict your needs and execute tasks like shopping or scheduling without your initiation. They would analyse your behaviour and preferences to provide instant responses and actions.

3. Virtual Shopping Experiences:

Enhanced virtual reality (VR) shopping experiences where customers can "walk" through stores virtually and purchase items in real-time, getting a near-instant, in-store shopping experience from the comfort of their homes.

4. Instant Customization:

Brands could offer real-time product customizations. For example, you could visualize and order custom-designed apparel or gadgets instantly, and they’d be manufactured and shipped on the same day.

5. Automated Grocery Shopping:

Stores like Amazon Go could become more widespread, where customers just walk in, pick up what they need, and leave - with billing done automatically. In 2023, we could see a rise in the number of these stores globally and enhanced technology ensuring instant checkout and payment processes.

6. Real-Time Health Insights:

With the advancement in wearable technology, individuals could receive real-time health data and insights, and instant virtual consultations with healthcare professionals could become commonplace.

7. Instant Digital Content:

The growth of platforms offering instant access to digital content, such as e-books, online courses, or streaming services, could reach new heights, with more personalized and instant content recommendations based on AI algorithms.

Conclusion:

In an era where same-day grocery deliveries, next-day shipments, and on-the-spot services are becoming the norm, brands are tasked with the challenge of balancing instant gratification and sustainable practices. The onus is not just on meeting the ever-increasing consumer demands but educating and steering customer behaviours towards responsibility and sustainability.

This delicate balance will not only define the future of customer service excellence but also shape the trajectory of consumer behaviour, transforming an era of impulsivity to one of informed, conscious consumption. The quest for instant gratification, while beneficial, prompts a need for introspection and innovation to harmonize immediate consumer needs with long-term sustainability and responsibility.

See blog

Tags: Customer Experience, CRM, Customer Loyalty

The True Purpose of Omnichannel
Thinkers360
October 01, 2024

Imagine walking into a store where the sales associate remembers not just your name, but the exact items you’ve been eyeing online. This seamless, frictionless experience is what omnichannel marketing promises. But behind the sleek tech and data-driven personalisation, are companies truly solving for the customer’s needs, or simply keeping up with a trend? 

But asking the question ‘what is the point?"—challenges us to think beyond the mechanics of omnichannel marketing. It’s not enough to simply be on every channel because “everyone is doing it.” The heart of omnichannel success lies in understanding what customers really want: continuity and personalisation that transcends individual touchpoints. 

The Promise of Loyalty in an Omnichannel World 

Customer loyalty in an omnichannel environment isn’t just about rewards points. It’s about building relationships that are personalised, engaging, and, most importantly, consistent. In fact, 75% of customers expect consistent interactions across all channels, and when businesses can deliver, they stand to gain significantly. Research by McKinsey has shown that customers who have a seamless omnichannel experience with a brand tend to spend 15-30% more over time.  

But it’s not just about spending more. Omnichannel customers are more likely to become brand advocates. The loyalty that stems from a well-executed omnichannel strategy translates into higher retention rates, which can boost profitability by 25-95%, according to studies from Bain & Company. This means that the business not only wins in the short term but builds long-term resilience in a competitive market.  

Why Do Customers Want Omnichannel?  

What do customers actually want? It’s simple: they don’t want to repeat themselves. Imagine calling customer service after browsing online, only to have to recount your entire shopping history. Frustrating, right? 73% of consumers feel that a company's experience is the most important factor in their purchasing decisions. They expect brands to understand them, anticipate their needs, and solve problems with minimal friction.  

For marketers, the real challenge isn’t always about adopting omnichannel capabilities—it’s using them wisely. Being omnipresent is not the goal. Rather, it’s about creating an ecosystem where each touchpoint enhances the customer journey. Whether that’s a personalised recommendation via email, a smooth checkout process online, or remembering a customer’s preferences in-store—every interaction should build on the last.  

Building Loyalty, Brick by Brick  

The future of omnichannel marketing lies in merging data with empathy. We have the tools, from sophisticated CRM systems to advanced AI algorithms, but the real magic happens when brands use these tools to genuinely serve the customer. When a brand can anticipate, remember, and reward its customers across every channel, loyalty becomes the natural by product.  

So, what is the point? The point is loyalty. Not the transactional kind that comes from a discount code or a free coffee, but the deep, lasting loyalty that’s born out of trust, consistency, and genuine value creation.  

See blog

Tags: CRM, Customer Experience, Customer Loyalty

Tailoring loyalty programmes to changing consumer expectations
Thinkers360
September 19, 2024

The Role of Customer Feedback and Data Analytics in Loyalty Programs

Customer feedback and data analytics are crucial in refining loyalty programs, serving as the "senses" that gather and interpret information. Customer feedback provides direct insights into customer sentiments, preferences, and experiences, helping identify issues and areas for improvement. By actively listening to customers, businesses can tailor their loyalty programs to meet specific needs, such as offering personalized rewards over generic ones. This customization increases customer satisfaction and retention.

Data analytics offers a quantitative view of consumer behaviour, allowing businesses to segment their customer base, track spending patterns, and measure engagement levels. This data helps identify high-value customers and create targeted campaigns that maximize the impact of loyalty programs. Predictive analytics can forecast future behaviours, enabling proactive strategy adjustments to stay ahead of customer expectations.

Combining customer feedback with data analytics provides a comprehensive understanding of customer motivations and actions. Feedback reveals why customers behave a certain way, while analytics shows what they are doing and how. This holistic approach helps design loyalty programs that are both data-driven and empathetic, ensuring they remain relevant and valuable to both customers and the business.

Enhancing Loyalty Programs through Omnichannel Strategies

Omnichannel strategies significantly enhance the effectiveness of loyalty programs by creating a seamless, integrated customer experience across various touchpoints. Consistency across online, in-store, and mobile interactions strengthens brand loyalty, as customers expect the same level of service and rewards regardless of how they engage.

Omnichannel approaches also enable personalized interactions by collecting data from multiple channels, allowing businesses to tailor rewards and communications to individual customer preferences. Real-time engagement is another benefit, where customers can instantly redeem offers received via email through an app or at a physical store, enhancing the overall customer experience.

Furthermore, omnichannel strategies increase convenience by offering multiple engagement options, making it easier for customers to participate in loyalty programs and earn rewards. They also help businesses track and measure program success more accurately, allowing continuous refinement and improvement.

Adapting Loyalty Programs for Millennials and Gen Z

Loyalty programs are evolving to meet the expectations of millennials and Gen Z, who value tech-savviness, personalized experiences, and brands that align with their values. Digital integration is key, with many programs now accessible through mobile apps, providing seamless, user-friendly experiences. Personalization is another focus, leveraging data analytics to offer tailored rewards and recommendations based on individual preferences.

Social and environmental responsibility is crucial for these generations, leading loyalty programs to include options for donating points to charitable causes or offering eco-friendly rewards. Gamification, through elements like challenges and leaderboards, adds an interactive and fun dimension to loyalty programs, increasing engagement.

Instant gratification is important for millennials and Gen Z, prompting loyalty programs to offer immediate rewards and benefits, such as instant discounts or exclusive event access, keeping members continuously engaged and motivated.

Maintaining Consumer Loyalty in a Competitive Market

In a market characterized by changing fashion trends and consumer preferences, brands must be agile and innovative to maintain consumer loyalty. Staying ahead of trends through market research, social media monitoring, and influencer collaborations is essential. Personalization, achieved through data analytics, helps brands offer tailored recommendations and customized shopping experiences.

Quality and consistency in products build trust and reliability, encouraging customer loyalty. Engaging with customers through social media, events, and loyalty programs fosters a sense of community and belonging. Exclusive benefits, such as access to new collections or special discounts, make customers feel valued and incentivize repeat purchases.

Sustainability and ethical practices are increasingly important, with many consumers preferring brands that commit to environmental and social responsibility. Aligning with these values helps build stronger customer loyalty.

See blog

Tags: Business Strategy, CRM, Customer Loyalty

Data Privacy from a Filmmaker's Perspective
Thinkers360
September 12, 2024

As a film buff, I enjoy movies through various lenses—be it storytelling, cinematography, or even marketing strategies behind film releases. This can be particularly useful when thinking about how to craft narratives for brands or engage audiences emotionally, much like filmmakers do.

One film I re-watched after first coming across it a few years ago was "The Cabin" (original title: La Cabina), a 1972 Spanish short film directed by Antonio Mercero. The story revolves around a man who becomes trapped inside a telephone booth in a busy public square. At first, passers-by attempt to help him, but their efforts are in vain, and soon the situation becomes a spectacle, attracting a crowd.

As the day progresses, the atmosphere shifts from humour to horror. The trapped man is eventually taken away, still enclosed in the booth, by a group of workers. The film concludes in a mysterious and unsettling manner, revealing a warehouse filled with other phone booths containing dead or missing individuals, amplifying the sense of dread and helplessness.

La Cabina is known for its surreal, Kafkaesque tone and exploration of themes like isolation, societal indifference, and existential anxiety.

In the context of customer data, La Cabina can serve as a metaphor for the modern relationship between consumers and platforms like Google, Facebook etc, which offer functionality in exchange for personal data.

The man trapped inside the cabin could be seen as a representation of consumer data—initially, the individual enters willingly, much like users who freely share their information to access services. However, as time passes, the person finds himself stuck, unable to escape or control his situation. Similarly, consumers often find their data locked into systems and platforms, losing agency over how it’s used or where it goes.

The initial attempts of passers-by to help can be seen as the public’s growing awareness of data privacy issues. However, just as in the film, these efforts often fall short due to the complexity of the system. Indeed, some of the spectators profit from the event - checkout the tall man behind the pastry boy. Eventually, the man is taken away in the booth, much like consumer data being transferred, sold, or processed beyond the individual's control or awareness. The eerie ending, with the warehouse full of other trapped booths, reflects the vast repositories of data collected by corporations, showing how widespread and inescapable the issue is.

This metaphor highlights the dangers of unchecked data collection and the feeling of helplessness consumers might experience when they realize the extent to which their personal information is used, often without clear consent or understanding. It underscores the importance of transparency, control, and protection when dealing with consumer data in today's digital age.

The film can be seen on my YouTube channel

This post was inspired by the Ethical Commerce Alliance

See blog

Tags: CRM, Privacy, Customer Loyalty

Opportunities

Contact gianfranco cuzziol

Book gianfranco cuzziol for Speaking

Book a Video Meeting

Media Kit

Share Profile

Contact Info

  Profile

gianfranco cuzziol


Latest Activity

Latest Member Blogs

Search
How do I climb the Thinkers360 thought leadership leaderboards?
What enterprise services are offered by Thinkers360?
How can I run a B2B Influencer Marketing campaign on Thinkers360?