Given its unique market position—in addition to its sheer scope of products—Thermo Fisher Scientific faces a very specific set of challenges in creating brand loyalty. Namely, the brand has encountered hurdles in moving customers from product loyalty to brand loyalty. A customer may swear by Lipofectamine 3000, but lack awareness of the larger line of other Thermo Fisher products. To combat this, the brand leaned into VoC data to find what customers were buying, and what kind of loyalty came as a result. From there, building cross product awareness was a matter of looking beyond the transactional relationship and finding ways to connect with consumers, 60% of whom had previously not been interacting with the brand directly.
In her upcoming session at Customer Expo session, Thermo Fisher Senior Director of Customer Loyalty Doreen Pippen will explain how the company approached the task of building customer loyalty not only for certain product lines, but across the full spectrum of products offered.
Key Takeaways
- - Embracing loyalty from an emotional perspective, rather than purely transactional
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- - Best practices surrounding the cultivation of brand loyalty, rather than product loyalty; avoiding a “siloed” consumer perspective
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- - The role of internal alignment in creating and maintaining a “brand story”