From Uber and Google to Starbucks and Spotify, when it comes to strategic partnerships, these brands have built robust partner ecosystems.
Paul Hagen, senior principal of customer experience at West Monroe Partners, points to the Lyft Ecosystem, a program created by the ride-hailing company, as an example of an effective partnership for employees, customers, and partners. The Lyft Ecosystem includes an agreement with Starbucks that gives Lyft customers incentives to earn perks through Starbucks' loyalty program. Lyft drivers can enroll in the reward program and earn loyalty points through the partnership as well. Passengers can also tip their drivers with Starbucks points, or "stars," from the Lyft app. Additionally, Lyft formed partnerships with Shell and Hertz to help drivers get access to cars and pay for gas. The Lyft Ecosystem "worked because Lyft benefitted an entire ecosystem – employees, customers, and partners," Hagen says.
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