The Personalization Strategy Behind Starbucks Relationship Marketing Efforts

Starbucks has built an incredibly loyal customer base by taking a more human approach to its brand experience. Their relationship marketing strategy is rooted deeply in personalizing every touchpoint, and across all 4 stages of the relationship marketing cycle. With over 60% of all Starbucks orders being completely custom, they have mastered personalization at scale and customer engagement both in-store and online.

Barbara Spiering explains why your brand’s purpose must be driven by both the head and the heart, and why your technology should be seen simply as a tool that helps make every interaction with your audience more human. She’ll also discuss how important it is to personalize everything you do, and how critical clean data and a strong platform are to executing successfully.

We also discuss the importance of zero-party data, privacy and the future of women in technology.