Advertising

Major Promotions Link Employees and Customers in Innovative Ways

linkThe new Starbucks and Spotify promotion is notable on many levels for those who follow the loyalty business, but what struck us was the way the promotion ties together the company’s partners (employees) and customers.

Up to 150,000 Starbucks employees will receive free monthly subscriptions to Spotify which they, along with customers, will be able to use to provide in-store music. Under this model, different stores could have different playlists that customers and employees can both contribute to and share, a unique way to forge closer relationships. Another company, Capital One Financial, has a “surprise and delight” program that gives call center employees the ability to send out specialized gifts to thank specific customers.

When companies recognize that employees are in fact among the most powerful branding tools, these types of programs will proliferate and expand in their ingenuity and return on investment.

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