Building High Value Customer Engagement

This event is over.

This session is available as a member-benefit to full ANA members only. Seats are limited and confirmation of attendance will be required in advance of the session.


Download the full benefits here 


  • Setting the Stage (20 min)
  • The Difference Between Loyalty & Engagement (20 min)
  • Exercise (25 min)
  • Why Loyalty Programs Are Not the Answer (10 min)
  • Break (15 min)
  • Principle #1: Deeply Understand Your Customers (40 min)
  • Principle #2: Cultivate Your Highest Value Customers (25 min)
  • Lunch (45 min)
  • Principle #3: Building Automaticity into Your Experience (20 min)
  • Exercise (20 min)
  • Principle #4: Create Unexpected Delighters (Lagniappe) (35 min)
  • Break (15 min)
  • Principle #5: Connect Beyond the Purchase Cycle (30 min)
  • Priciple #6: Innovate & Involve Customers In the Process (30 min)
  • Break (10 min)
  • Building Your Engagement Action Plan (75 min)
  • Closing (20 min)



Laura Bates

Laura Bates is Founder and Principal of Brand Verve, a consulting firm that helps organizations grow their brand value through strategic positioning, engaging customer experiences and innovative products and services. Drawing on her experience as a brand executive at Procter & Gamble, Marriott International, and Domino’s Pizza, as well as a decade of consulting to Fortune 500 companies in hospitality, insurance, health care, banking, education and consumer products, she offers a wealth of knowledge on how to create and sustain a successful brand.

Laura’s roots lie in the American South.  She earned a bachelor’s degree in Communications at Tulane University and an MBA from the Fuqua School of Business at Duke University where she was a Unilever U.S. Scholarship recipient. Home for her and for Brand Verve is now in the Washington, D.C., area.