1. Technology & Innovation

Inside ExxonMobil’s Agile Approach to Loyalty CX, Powered by Comarch

This episode was recorded live at CRMC 2022 in Chicago.

In episode 363 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Yan Cote, director of consumer marketing at ExxonMobil, the world’s largest publicly traded international oil and gas company, and Jerry Filipiak, CEO of North America and director of research and development at Comarch, a global provider of IT business solutions. Cote and Filipiak discuss their roles and companies (0:59), key points from their presentation on data and loyalty at CRMC 2022 (2:14), and the top consumer trends that retail marketers should be watching today (3:24). Cote shares how ExxonMobil drives targeted acquisition for its Exxon Mobil Rewards loyalty program (4:10), and Filipiak provides examples of how Comarch enables ExxonMobil to enhance experiences for its rewards members (5:02).

In addition, Cote details why Comarch was the right partner for ExxonMobil (6:30), and the business benefits the company has realized from the partnership (7:30). The two share their takeaways from attending CRMC 2022 (8:45), including the rapid advancement of technology and consumers’ adoption of these new tools, and what they each believe will have the biggest impact on customer loyalty heading into 2023 (11:55). Lastly, Cote provides insight into how ExxonMobil stays agile to quickly pivot marketing messaging and strategy as unpredictable external factors influence the business and consumer behavior (15:12).

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