Seminar to discuss expectation matching

Loyalty 360's fifth annual Loyalty Expo will be held from March 18-20 this year.

Loyalty 360's fifth annual Loyalty Expo will be held from March 18-20 this year. It will feature representatives from top companies such as Sears, Green Mountain Coffee and Sephora explaining their insights and customer retention strategies, according to its website.

CEO Mark Johnson will also speak at the event, and plans to explore the concept of "expectation matching" in his keynote address.

Expectation matching can be defined as when "customer-centric brands create immeasurable brand loyalty and engagement using the behavioral insights from their customers to ensure they match their disparate expectations."

Johnson explains that each brand's customers have similar, although distinct expectations, and the only way to create long-term customer satisfaction and loyalty is to use a "data-centric" marketing strategy to understand their needs.

He adds that people are "inherently irrational" when they provide feedback on review outlets such as Yelp, as their words may not mirror their actual behavior. Johnson believes expectations can be matched via an interactive dialogue process that creates mutually beneficial outcomes for the consumer and the company.

The expo will be an international event, its website adds, as marketing professionals from countries such as Mexico, Italy, Russia and Brazil will be in attendance.