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The Customer Experience Bucket List | #007

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Nathan Bush is a director at eCommerce talent agency, eSuite. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on LinkedIn, Twitter or via email.

Danny is the Co-founder of the CX platform Omneo and Customer Experience agency Arkade – a Shopify Plus Partner. During this time he has contributed to informing the next generation of CX practitioners by speaking at RMIT University, New Zealand Trade and Enterprise, The General Assembly, and many industry events.

These days he’s working on CX strategy with established businesses like APG & Co, PAS Group, Glue Store, MJBale, Decjuba and Treasury Wines (even Danish Department store Magasin du Nord) – plus up-and-coming brands like Academy Brand, MAAP and Francesca.

In this episode of Add To Cart, we are joined by Customer Experience expert Danny Phillips, Co-founder of the CX platform Omneo and agency Arkade.

Danny’s business focuses on retention rather than acquisition and in this episode, we’ll find out why and hear his top strategies for holding onto your most valuable customers. 

Questions answered in this episode include
  • How do you identify the most valuable customers that you want (and are profitable) to maintain? 
  • What retailers are you seeing using smart retention tactics for their best customers? 
  • How do you measure if your retention tactics are valuable? 
  • What role does technology play in retention? Does it have to be complicated? 
  • Where would you recommend retailers start when looking to improve the retention of their customers? 

Steps to Retention Success:

  1. Identify your top 10% or 20% of customers
  2. Work out what is special about them and how they are unique in their behaviours or desires  
  3. Use that information to model products, promotions and loyalty incentives that resonate with your core base

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