Lisa's approach to Customer Advocacy
In this episode we spoke with Lisa Erickson. Lisa is a former customer relationship director turned advocacy consultant with over 20 years industry experience with companies including Best Buy, Target and Sleep Number Corp.
Lisa discussed why customer value goes beyond how much they’re spending and the success she had in implementing a model which recognized the additional revenue being driven through advocacy.
During our chat, Lisa shared some examples of campaigns she's run to help turn her customers into loyal brand fans.
About Lisa
I am a thought leader focusing on accelerating business growth through engagement utilizing loyalty, advocacy, referral, and lifecycle marketing. My deep retail experience working for Target Corp, Best Buy and Sleep Number gives me great depth in these areas. At Sleep Number I led the CRM and Loyalty teams, which included the development, execution, and management of Sleep Numbers Loyalty program, as well as all customer communications via direct mail, email and SMS. I was responsible for the overall success and ongoing growth and management of repeat and referral sales
which represented over 51% of the total company sales. This included the Sleep Number Rewards Program member engagement, segmentation, and program profitability. I leverage my deep experience in retail, holding positions in merchandising, finance, strategic and promotional planning, and marketing. I am known for activating new initiatives quickly and successfully. I am an innovator and am constantly striving to take the programs and customer communications to the next level of engagement. Prior to joining Sleep Number, I held management positions at Best Buy and the Department
Store Division of Target Corporation.
I am a born and bred Minnesotan, living there all my life, and earned my Bachelor of Science degree from the University of Minnesota in Retail Merchandising and Business.
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