With the business world becoming
more and more connected everyday, and customers looking for brand touch points
online more frequently it becomes harder for companies to provide constant and
meaningful information. With the constant pressure to keep customers engaged
while also constantly providing meaningful information a delicate trade off
arises. Should a company create the best
and most standardized communication possible and then simply automate the
process, or should a company focus on personal communication?
Well, the simple answer is that a
mix of both will get you the furthest, but a much stronger focus on
personalized communication will pay dividends over and above an automated
process. When developing a client communication
campaign you have to keep many things in mind, such as: your companies goals
and objectives, what you are trying to accomplish from this campaign, can we
measure the results of this communication campaign, and lastly, what exactly do
your customers respond to. At BluRoot we always make it a priority to learn the
culture of the company that we work with as well as the customers that our
clients serve. Without a thorough understanding of your customer base you cannot
effectively communicate with them.
Another very important thing to
remember is not all of your customers are the same, and because of this you
have to learn how to segregate your clients internally based on different
demographic, economic, and personal traits. Once the clients are segregated you
can get a better feel for how they appreciate to be communicated to, and will
be able to learn about their reactions much easier. For example, if a client
lives in a certain demographic area, the likelihood of them being similar in
terms of local interests to others in the area is very high. As well if the
client has a similar economic standing based on the mortgage details they will
most likely react to a certain type of email campaign as compared to a client
from a different demographic.
It is important to always keep in mind
that although you have segregated these clients based on certain
characteristics you still have to be weary of your social offering. You must
keep in mind that clients go to different sites for different information;
Facebook is more of an information source with a personal touch, whereas email
campaigns are normally purely kept for informative purposes pertaining to the
product or service you supply. Whereas Twitter can be used for up to the minute
information for the client, no client will want to see a constant twitter feed
of your Facebook posts, it simply looks like automation.
Whenever we talk to a new client we
ask them to remember that we want this communication to resemble a face to face
conversation, and because of this one always must keep in mind the personal
touch, and not be drawn into the mass automated methods.
CRM or customer relationship
management is an ongoing endeavor that forces companies to learn more about its
customers and for customers to feel more comfortable with the company. Together
it is a very powerful tool and one that should not be ignored. At BluRoot we
specialize in creating CRM solutions for our clients that allow them to bridge
the gap between themselves and their clients. Let us help you!
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