Many businesses do not have direct interactions with their customers. Service industries like Retailers, Banks & Telecom companies have millions of customer interactions which give them the customer’s pulse! How do packaged consumer goods companies achieve the same customer intimacy?
Coke has done a fantastic job of creating a strong connection with its consumers.
Coke’s marketing team first asked themselves three questions:
1) How can we connect with consumers?
2) How can we collect relevant information from consumers?
3) And finally, how can we perfect those relationships over time?
This led to a path breaking program called My Coke Rewards.
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