Relationship with the customer has undergone changes with the evolution of marketing technology. The market is increasingly demanding and competitive, leading companies to seek innovative ways to attract the attention of potential and current customers
There is no way to use the same marketing and sales tactics used during acquisition. It is necessary to know who these customers are, their particularities, where they are, what their needs and desires are, as the way a company deals with its current customers influences their loyalty to your product and brand.
The reputation of a business is also defined through the relationship with the customer. You can have the best product ever invented and be the best in your type of service, but you will not reach great heights if you do not have a good relationship with the customer.
Of course, saying that every company should have a good relationship with someone is easy, but it is difficult to define exactly how to do it. Therefore, when we talk about customer relationship strategies, we must understand their objectives.
These goals in a company are:
- Make the customer maintain a long-term relationship with your company;
- Make the customer buy more times from your company;
- Make the customer buy higher values with each purchase;
- Make the customer a brand fan, recommending your company and attracting new customers.
Customer marketing: Managing Your Relationship with Current Customers
A customer service methodology can be a differentiator so customers feel special in the way the company treats them. This methodology should unite sales, marketing, onboarding, support and account management.
For this “Relationship Marketing” plan to be a success, it is essential that the company’s collaborators are trained based on the company’s culture and the marketing plans that have been drawn up and, therefore, it is of great importance that the company presents to the your collaborators your strategies and how each one is important for the good relationship between the company and the customer.
Quick tips for successful customer marketing
Segment, customize and be systematic
What you need to do here is segment your customers according to relevant criteria and then create customized approaches for each segment. For example, education and government companies buy at certain times of the year, for example when budgets are approved for the next school year. Being in contact with the customer before this stage is essential for him to remember you at the right time. Or, of course, a targeted campaign for when a new customer need arises.
Relationship marketing only bears fruit when its development is solid and systematic. In addition, it is based on the long term. It is not enough to satisfy the customer at the moment and then forget that they exist.
Campaigns need to be frequent and contact needs to be continuous. Otherwise, you will have a low loyalty rate and will always need to acquire new customers (and it is worth remembering that this is more laborious and expensive).
For this, a good tip is to establish a schedule, defining the details and deadlines of each action – such as sending emails on special dates, for example. The schedule allows you to plan, visualize and control the development of relationship marketing over a period.
Know your customers: accounts and contacts
This is a job that many companies underestimate, but an incomplete or outdated database can affect communication with the customer: The first tip is to take every opportunity to check the most important registration data. This can be done quickly after each purchase, for example.
Another tip is to send opinion polls to customers on a regular basis. To ensure that the majority will respond, associate this survey with a benefit (such as a gift or participation in a sweepstakes). In B2B, this satisfaction survey is generally sent after support interactions: Net Promoter Score (NPS) satisfaction surveys.
In addition, many customers spontaneously present their evaluations during service. You can train the team, especially support staff to record the opinions, suggestions and criticisms received verbally in the customer’s history.
Create actions that encourage return
The actions that encourage the return establish a cycle in which it is easier to develop the relationship with the customer, in the long term.
The most classic example are loyalty programs. In these programs, with each purchase, the customer gains benefits to come back and buy again. A cycle is formed that allows your company to not only sell more, but also get new chances to better understand the customer, interact and captivate them.
Another example of action that encourages return is satisfaction surveys associated with a gift on the next visit. This ‘is a little more difficult in B2B because unlike a restaurant, the customer doesn’t visit a specific location or acquire a physical need. One way to gift the customer is to associate another service for free, such as free hardware, or free professional services in case of product purchase.