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Breakthroughs in brain science have confirmed what we all instinctively knew: people are primarily emotional decision-makers, who evaluate matters quickly and intuitively, and communicate their truest responses non-verbally.
- Universality - expressions aren't socialized, they're "hardwired" into our brains; as a result, even a person born blind has the same facial expressions as you or I and children as young as 1 1/2 years-of-age already exhibit all the core emotions
- Spontaneity - the face is the only place in the body where the muscles attach directly to the skin, resulting in real-time data that can't be faked or masked
- Abundance - human beings have more facial muscles than any other species on the planet, ensuring a wealth of information
Watch President of Sensory Logic, Dan Hill's interview with WCCO, at the Carlson School of Management on facial expressions and follow Dan’s blog, Faces of the Week
Sunday conversation with David Kristal, CEO, Augeo Affinity Marketing
Since its start in 1999, Augeo Affinity Marketing has emerged as a leading company in loyalty marketing. The St. Paul-based company’s client list spans across the globe and has a reported 40 percent compounded annual growth since 2007. Augeo builds programs for companies that aim to increase emotional engagement with customers and employees. Businesses using loyalty marketing may offer discounts or rewards points for frequent customers. But as data collection becomes a growing component of loyalty marketing, firms will have to beef up on security while making their offerings to customers more personalized, said CEO David Kristal. Here is an edited transcript of a recent conversation with Kristal.
Q: How can businesses know what kind of loyalty marketing platform is best for them, whether they are a mom-and-pop retailer or a bigger company?
A: It’s less about the loyalty platform, and significantly more about what their objectives are. You need to deploy a solution that aligns with their business objectives. It’s platform driven so it can evolve as their business evolves. And it has to be measurable, otherwise it’ll feel good for a while and over time if it’s not measurable, it won’t sustain.
Q: How would you say the role of punch cards and discounts has changed or grown?
A: The way people perceive value has changed as rapidly as virtually any other change in the world of engagement. So it used to be that a discount in and of itself was special. But [now] we can all go online and search for discounts. So the way we engage has to probably include some form of a discount, and a number of other value-based considerations. And that’s why a relationship that a brand has with a customer or their employee is so critical. At its core, it has to be built on trust, and then from there, everything can kind of be built on top of it.
Read the Full Article for more Q & A