Share Your Skies With Us

As a Canadian, I don't have nearly enough access to breakfast. What they serve - sweet and greasy goodness - is just a treat each time I'm visiting the United States, and I admit I actively seek out IHOP.  What I didn't realize is that IHOP has a robust customer experience platform with a goal to secure customer love and word of mouth marketing. Their program has short-, medium- and long-term goals and respective measures, all of which address a goal to create a consistent dining experience.  As this article explains, IHOP has implemented measurement processes which prompt review of people performance, experience perception, quality and consistency.  These domains seem totally appropriate for great customer experience metrics.

It's true, as this article states, that experience marketing has emerged from the shadows rapidly, and dominates a lot of marketing thinking in 2015 (and, likely, beyond).  This is because we are becoming more and more savvy at capturing customer information and integrating it into one source - permitting a more nuanced customer view, and enabling, with some savvy technology, some predictive next steps.  This article reminds us of the growing need for CMOs and CIOs to be on the same team, to create a single view of each customer, to bring smart technology to bear on the personalization of the customer journey, and on building customer relationships that last for life.  Solutions are out there, and we no longer have to cobble together various pieces that don't like each other to get close to the customer using technology.