The Inner Circle’s Chief Operating Officer Talks Approachable Brands

The Inner Circle’s COO Michael Krayenhoff has interviewed with Engage Customer on how the app is building a trust-based relationship with its users and taking a personable approach to customer service.

His thoughts appeared in the publication’s Customer Engagement Transformation Industry Report.

Krayenhoff explained that apps, particularly dating apps, can be very disposable, so it’s important to build a strong connection with consumers to keep them coming back.

For The Inner Circle, this connection comes from live singles events, which allow users to meet in person and see whether they have offline chemistry before committing to a first date.

The events also serve as an opportunity for the whole of The Inner Circle’s team to meet members and talk about their experiences. 

Krayenhoff told Engage Customer: “Events are a great opportunity for us as a team to meet our members, and for our members to meet our team and see that we’re real people really genuinely trying to help them meet ‘the one’.”

All employees have their own user accounts, so this approachable brand face remains consistent in the online sphere. This helps when soliciting feedback, and provides a contact point for users who are having trouble.

The selective dating app also has a brand ambassador programme that rewards its most active users with free memberships and tickets to events. Ambassadors can host their own singles events, and bring groups of fellow members together in an authentic way.

Read the full interview here.

Dominic Whitlock

Dominic is the Editor for Global Dating Insights. Originally from Devon, England he achieved a BA in English Language & Linguistics from The University of Reading. He enjoys a variety of sports and has a further passion for film and music.

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