Orbitz.com, Capital One, and Seminole Gaming Prove Customer Loyalty Pays Off

By: Clarabridge Team

July 7, 2015

Tags:
CEM Programs
customer experience

Loyal customers are willing to spend more, pay a higher price, and go out of their way to be loyal to a brand. But according to Gartner research, over one-third of loyalty program participants across retail sectors report never using the programs in which they are enrolled.

There are three customer experience leaders who are setting new standards in creating customer loyalty. Orbitz.com, Capital One, and Seminole Gaming are focusing on customer centricity in order to improve the overall customer experience that they deliver. These leaders were also amongst the 11 who were honored as Customer Experience Champion (CXC) Award Winners at C3, our annual customer experience conference.

Orbitz.com: Restructured their entire customer loyalty program

A winner of the CXC Innovation award, Orbitz.com is focused on differentiating themselves through an innovative customer loyalty program. They redesigned the entire user experience by integrating feedback into their new rewards program. Customers told them that their ideal loyalty programs needs to be simple to understand, flexible in how to earn and redeem points, and fast to earn rewards. These are also things that keep customers engaged in the program. If it is too complex, limited in scope, or takes too long to earn rewards you risk losing their attention and interest. This is a program that recently reached 4 million members! American Customer Satisfaction Index even named Orbitz.com the #1 travel website in 2014 in overall customer satisfaction, and Orbitz Rewards as the #1 travel rewards program in 2014.

Capital One:  Focused on passionate ambassadors

At Capital One, “the customer” is front and center in the Bank’s management and operations. As a winner of the CXC Luminary Award, Capital One has made a corporate shift to elevate customer experience to a top-tier business strategy. Through their CX program, Capital One aspires to create experiences that turn customers into passionate ambassadors; satisfaction is just not good enough. In the past 12 months, they have seen double-digit improvements in both overall and touch-point NPS scores.

Seminole Gaming: Revamped business strategy to improve guest loyalty

By analyzing customer feedback surveys, Seminole Gaming changed their business strategy to improve guest retention and loyalty. They focused on tailored training programs, employee empowerment and marketing campaigns. A winner of the CXC Revvie Award, they have seen a proven return on investment and bottom line revenue impact. The overall excellence in delivering the ultimate customer experience has played a big part in the 4.3% revenue growth in FY2014.

As Orbitz.com, Seminole Gaming, and Capital One prove, focusing on customer loyalty is a key business differentiator across all industries. By gaining a better understanding of customers, businesses are able to improve strategies for customer retention, and in turn deliver an improved customer experience.


Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani

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