The big news this week at Customer Strategy Network (CSN) was the addition of Brian Woolf as our seventeenth partner member. Loyalty Marketing Legend Brian Woolf Joins Customer Strategy Network
Brian Woolf is the celebrated author of three influential books on loyalty and relationship marketing: Measured Marketing: A Tool to Shape Food Store Strategy; Customer Specific Marketing; and Loyalty Marketing: The Second Act. As noted in the press release, Brian will help to develop and deliver original content for a new series of loyalty marketing workshops. He will also be a keynote speaker at the CSN Loyalty Conference, on November 18, 2015 in Fort Lauderdale, Florida.
With this big announcement as a backdrop, I thought it would be an good time to explain a bit more about why the CSN logo is on our website at Lassu, who is CSN, why it is important that Lassu is a partner member, and what that delivers for our clients.
What is CSN?
CSN is a global network of partners (now seventeen of us), all specialized in customer loyalty and relationship marketing. Despite the strong common denominator of loyalty, our partners actually have a very diverse array of core competencies. One partner is highly specialized in airline programs; one is highly specialized in non-profits; several have deep experience with coalition programs; several have deep experience with B2B programs; several have deep experience with retail; two have deep experience with payment systems; several have expertise with software development for loyalty, and so forth.
What follows from this is that CSN partners are able to organize into project work-groups, in order to match skills and experience to the requirements of specific customer projects. To illustrate how this works, I recently had an exploratory conversation with WWF (World Wildlife Fund) Philippines. The local branch was interested in exploring ways to improve its approach to acquisition and especially, to retention of donors. The CSN partner with the deepest domain experience in non-profit is Richard Dutton, who is breaking new ground in loyalty in the non-profit sector in the UK. So naturally, I called Richard who helped me to develop the framework for a very interesting discussion with WWF about how they might improve their efforts – a presentation which was very well received. I cite this example to give an insight into how the partners of CSN are able to interact with each other, in order to better achieve the objectives of clients. I could cite numerous examples like this one. In fact, on most of my project proposals, the name and face of at least one other partner appears, listed on the lineup for the project team. Simply said, we get better results by collaborating together and fine-tuning each other’s ideas prior to turning in recommendations to clients.
With the latest announcement, CSN is now composed of seventeen partners, strategically located in twelve key markets around the globe. So, without further ado, here’s a look at the people who make up CSN today.
That’s an insider’s look at who we are, where we are, and what we do. So next time, if you get a loyalty project proposal from Lassu, look for one of these faces on the proposal document. You’ll quickly see the link between the background of that member and the problem you want us to help you address.
Jim Griffin is the Managing Director of Lassu and the ASEAN Partner of Customer Strategy Network.