Patrice Christensen, CRM Manager, The North Face presented a Case Study at Loyalty World 2011 conference on "Gaining an Insider’s View of today's Loyal Consumer." Her case study discussed understanding core benefits through consumer insights, applying video interview to create the voice of the future and building the ultimate loyalty rewards programme. See the video presentation here.
Patrice leads all CRM strategy for the Direct to Consumer business at The North Face in North America, which includes the development and implementation of the brand's first Loyalty program, scheduled to launch in the US in 2012.
We caught up with Patrice after her presentation and she spared a few moments of her time to answer these key questions:
What is the key trend changing the customer loyalty landscape?
What is the secret to true customer loyalty?
What is the most valuable thing you will take away from Loyalty World this year?
Watch the video below for the answers
If you found this interesting, check out Sir Terry Leahy's testimonial here
Interested in hearing from North Face? Check out our Loyalty World website for more information