The Passion Play: Leveraging Empowered Employees for Deeper Engagement

There is a realization that employees should play an integral part in driving unique experiences, rewarding customer engagement, and increasing brand loyalty. Yet how? For as many brands who talk about commitment and focus on employee engagement, and how to effectively leverage a new B2E2C paradigm to drive brand advocacy and loyalty many brands are not truly leveraging the employee as a steward of CX.

In this session, attendees will hear from brands that have changed the employee paradigm within their company to leverage the true power of “passion.” Attendees will learn about brands that are placing an organization focus and increased commitment on their most important asset; their employee. Through unique hiring, training and internal socialization of commitment to cultural change is reinforced from senior executives down to front line employees. 

Employee focus through programs, procedures and active engagement to listen to / understand the feedback from the employee so that brands can more effectively understand their customer, as they have unique insights that need to be understood. These brand put a focus on treating the employees like a customer, encouraging them to participate in the brand loyalty and CX programs and harness their feedback as a front line advocate to enhance the “customer journey” from a unique vantage point.

Key Takeaways:

1. How organizations build and manage teams to put employees at the center of the business decisions in a way that achieves CX success

2. How effective employee engagement strategies can impact the overall business


Andy Moore, Director of Communications, Hwy 55

Andy Moore became Director of Communications at Hwy 55 — a fast-growing, 130-unit restaurant chain — in May of 2014. With a background in digital media, Moore expanded Hwy 55’s digital marketing efforts to include extensive, targeted advertising on Facebook, Google, and other digital media platforms, while also growing the Hwy 55 loyalty program and email list by over 400% and 100%, respectively.
Moore has responsibility for Hwy 55’s national PR efforts. He also created and currently oversees the Hwy 55 Daily Email, Hwy 55's primary communication tool to increase franchisee and team member involvement in new processes and marketing initiatives. Moore holds a B.A. from Duke University.

Linh Peters, Sr. Director of Loyalty Marketing & Strategy, Ulta Beauty

Linh Peters has been the Senior Director of Loyalty Marketing and Strategy at Ulta Beauty since 2016. Linh has responsibility for a loyalty portfolio that includes the Ultamate Rewards program, Gift Cards and the Ultamate Rewards credit card. Prior to joining Ulta Beauty, Linh served as the Vice President of Marketing at SpartanNash, an $8B grocery retailer and wholesaler in Grand Rapids, MI. Prior to 2010, Linh served in various marketing and strategy roles at Target and Best Buy. At Target Corp. Linh oversaw strategy and marketing for the REDcard program in the U.S. and Canada. While at Best Buy, Inc. she held several marketing and strategy roles in the U.S. and China. Overall she has more than 18 years of experience that includes public relations, loyalty and CRM, product marketing, new product development, insights and analytics, digital, and branding. She holds a B.A. degree in Advertising and Public Relations and an M.B.A. degree in Marketing and Strategy from the University of Minnesota.  

Mark Johnson, CEO/CMO, Loyalty360

As CEO & CMO of Loyalty360, Mark is committed to bringing loyalty to the forefront as a critical marketing strategy. To further this goal, he has created an unbiased, market-driven clearinghouse and think tank through which users and loyalty providers can interact and collaborate with. His finger on the pulse of what’s happening in loyalty, Mark is driven to give members the expert insight and guidance they need to develop strategies and implement programs that effectively engage their customers and employees and build stronger relationships with them. Mark has significant experience in selling, designing and administering prepaid, loyalty/CRM programs, as well as data-driven marketing communication programs. He received his start in loyalty program design while at Fifth Third Bank in Cincinnati, OH where he developed the bank’s open (merchant-based gift card) and closed (MasterCard) system stored value programs (Premiere Issue). Following, Mark was Vice President of Product Development at Stored Value Systems. Through efforts, SVS designed the gift card mall product and wrote its first comprehensive market evaluation on loyalty. He was also responsible for the recommendation to acquire the assets of DataMark Technologies and their loyalty processing clients. At Size Technologies, Mark sold loyalty and CRM programs to Alliance Data Systems (Dynamic Value), Carlson Marketing Group (Gold Points Replacement), National Processing Company/Bank of America, Blackhawk Marketing/Safeway and First Data Resources. Mark has his undergraduate degree in mass communications (media management) from Miami University, an M.B.A from the University of Cincinnati, and is currently pursuing an M.B.A. in Business Information - Statistics from Xavier University. A recognized thought leader in loyalty marketing, Mark shares his expert insights with media worldwide. He is a regular contributor to Hotel Executive and 21st Century Business and has been featured in FoxBusiness, NBC News, ABC News, New York Times, Washington Post, 1to1 Magazine, MarketingSherpa, CRM Magazine and The PrePaid Press. 


Agenda Overview

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