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Jessica Cullinan
Unica Evangelist
About
Jess Cullinan is a Unica evangelist & seller who also supports product specialists and business development teams at HCL Unica. Jess is responsible for driving customer success, selling & growing licensing incumbency on the Unica platform & engaging clients with a challenger marketing approach. She has developed a practical prospecting methodology to share with the sales and partner communities and is continuing to develop thought leadership content for the Unica portfolio. Prior to joining HCL, Jess held executive sales roles in her 7 years at IBM in Supply Chain, Commerce & Watson Marketing. She has over 18 years of consultative selling experience in Technology & Marketing solutions.
Posts by Jessica Cullinan
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Marketing & Commerce | March 31, 2021
2021 Loyalty Program Trends
This past year has been one of the most stressful, challenging and exhausting years our world has faced in quite some time. Brands have struggled to stay engaged with their customer base and to grow their bottom lines. Some businesses have flourished because they were prepared, while others have been forced to downsize or, even worse, close their doors. Looking deeper into 2021 and beyond, there is still so much that is unknown, but successful brands will deepen their relationships with their customers and will experience growth leveraging their loyalty programs and offers to their existing customer base. Consumers expect brands to have a finger on the pulse of their struggles and are resistant to being sold to by a brand that operates its marketing strategies in a vacuum, without considering the current circumstances. Successful brands will focus on non-purchase member engagement activities such as redemptions, digital interactions, and virtual experiences. They will benefit in the long run with the ultimate reward of conversion. As we expect some pre-pandemic trends to continue, this pervasive virus has forced us to accelerate change and has brought about unexpected challenges to the loyalty and business environment. In response to the many new obstacles we face as a society, we at HCL foresee the emergence of several key themes in customer loyalty. They are Personalization, Social Journey Integration, & Friction Detection. Personalization Research has proven that customer satisfaction levels are higher when brands personalize the customer experience, and loyalty is no different. 91% of consumers said they would be more likely to shop with brands who recognize and provide relevant offers and recommendations, and 83% are willing to share their data to make this work (Accenture). Consumers share that they are actively engaged in programs that are highly personalized and that make them feel...

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