This Studio of Expertise was designed with your data in mind. That is, to extract the most value from your customer information. We create best in class CRM and loyalty, which enables you to enhance the dialogue with your customers and their experience with your brand. The worlds of CRM & Loyalty are constantly evolving with improved methods to capture data and enhance its quality. And technology advancements allow us to deliver the best communication to the right customer in the right channel with greater precision. In the end, data is the great equalizer and represents the necessary enabler to any transformation.
MMG’s team of Studio experts are former Disney data specialists, experienced in successfully using customer information to solve business challenges and telling stories not easily visible without the power of data. We leverage various methodologies to extract value out of digital and survey-based data.
Gabryel Cosanni is an innovative data expert with experience leading various data conversations that include data acquisition, targeted marketing, CRM program optimization, personalization, and loyalty programs. Gabryel can create order out of data chaos allowing him to develop strategic approaches for creating new growth drivers while enhancing the customer experience in a data forward methodology. Gabryel’s experience goes beyond Disney to world-class brands such as BMW, Darden Restaurants, Silversea Cruises, and Universal Orlando Resort.
Candy Parks has designed and executed quantitative and qualitative studies for Walt Disney World and Disneyland and has led all research efforts for Disney Cruise Line, Disney Vacation Club, Adventures by Disney, and other growth businesses. She has studied target, current, and past Disney Guests, as well as more than 60,000 Cast and Crew Members. Her research impacted many lines of business including retail, food and beverage, entertainment, operations, marketing, sales, and transportation – and spanned the process from concept development and testing through experience satisfaction and enhancement. Beyond Disney, Candy has worked with all major North American Cruise Lines, most major theme park brands, and several ‘big box’ retailers.
We Prioritize Data to Maximize Profits
Following a Disney-inspired data-centric approach, we leverage guest data to extract insights and enhance the customer experience journey to deliver measurable results
Our core expertise is leveraging customer data to optimize Customer Relationship Marketing (CRM), Digital Marketing Activations, Customer Journey Mapping, Lead Management, Data Optimization, and Digital Platform Optimization. We not only help you and your agencies extract more value from customer data, but we also help you understand platform needs. We assess options and provide insights on selecting and implementing platforms that bring cross-functional customer strategies to life. We recommend efficiencies, highlight missing capabilities, and provide process optimization approaches to deliver on the brand promise.
We also . . .
. . . conduct Guest Value Analyses to identify opportunities for market testing to drive increased usage and retention.
. . . study Segmentation focusing on value tiers, promotion, engagement, and product mix to understand potential segmentation strategy and execution.
. . . conduct Segment Analyses to understand the behavior of multi-brand guests, and implications and opportunities for marketing to them.
. . . monitor Consumer Engagement including online and offline behaviors, and perform advanced analyses to link engagement behaviors to desired financial value.
. . . create Campaign & CRM Channel Targeting Rules to help govern communications cadence, offer levels, and content strategy.
. . . screen Third Party Profiles and Demographics to enhance guest identification and differentiate high/low-value guest groups.
MMG experts understand customer wants and needs, enhancing the experience, driving efficiency, and creating personalized relationships with your brand. We create and implement dynamic CRM programs that leverage data to optimize CX across every channel. We transform your existing CRM into an integrated data-driven tool that elevates the customer experience.
Our approach focuses on brand consistency while creating a personalized communication stream with your customers. Our experience runs deep, from platform implementation and integration through designing and organizing teams to ensure a dynamic CRM approach.
Capturing and enriching data, and growing your marketable universe is critical to any successful CRM strategy. We create multiple opportunities to better understand who your customers are. We create lead generation programs that capture data at every stage of the customer journey, ensuring consistent database growth. Blending a successful lead generation program with robust data enrichment enables you to not only grow your database but know who those customers are. We create programs that ensure great data quality or implement the necessary processes to build quality databases. The ability to have the best in class data capture along with great data quality is the foundation of a successful CRM Program.
CRM programs are most effective when they leverage segmentation insights, iterative campaign strategies, and targeting & testing opportunities. Our strategies leverage data to ensure your program talks to your customers in the right channel, at the right time, and in the best voice, creating a powerful omnichannel program. We utilize predictive analytics and machine learning to optimize and adjust strategies as needed, having data lead the way. To “know your customers” seems like a singular and straightforward approach, but when it comes to knowing your customers in addressable media and digital channels, it is anything but. Viewing the entire customer journey is critical and must leverage any segmentation implemented by other areas in the organization, translating them to each channel and touchpoint.
We know the value of knowing your customer, their preferences, and the importance of brand consistency. We develop a strategy that enables consistency throughout your customers’ journey to ensure your message comes across clearly and respectfully. Personalization is not only necessary in messaging, but also in the overall experience. We develop programs that enable personalized messaging to current and past customers across every touchpoint, from awareness campaigns to post-conversion journeys. Through our data acquisition approach, we determine the optimal consumer conversation in the early stages of the journey. Using data, we help you understand the post-conversion sentiment, ensuring that the dialogue with customers is accurate and relevant.
Good customer experience does not end with a simple conversion. It is one step in a cycle that grows as customers continue to interact with your brand. The customer journey is circular and evolves from a purchase, and leads to advocacy and repeat purchase. And all aspects apply to new and existing customers. The ongoing conversation is complex and, if done well, creates loyal customers. Loyalty can be more than simply a program that incentivizes customers with points and rewards. If used properly, it can increase purchase frequency and be a tremendous tool for capturing extremely rich customer data, helping you better understand your customers' usage patterns and preferences.
MMG experts integrate your data and business goals to create loyalty programs that elevate the customer experience and increase return customers and frequency of purchase.
Creating the best customer experience journey isn't only about technology, branding, or marketing. It's about the customer. Creating a magical customer experience requires putting the customer in the middle of everything. It involves making holistic changes throughout their journey and keeping them in mind at every touchpoint.
MMG experts have led world-class brands from various industries to develop end-to-end customer experience journeys. Our approach allows us to create a meaningful strategy that leverages data to truly understand your customers' wants and needs.