We
have loyalty programs. Then there’s lead nurturing. Along with the many
variations of permission marketing. And not to mention, the growing number of
social media and app media that is a location -based service. Trying to enhance
the customer relationship is not a new idea.
The problem
with how we as marketers, advertisers, businesses and brands approach the
customer is the fact that our goal and only goal is to get the sale. In the
majority of cases, that’s it. That’s the truth to our pursuits. The be all and
end all to our primary objective. Don’t get me wrong , I’m a believer in
business. However, we are
constantly and continually pursuing a system of acquisition and reacquisition
rather than focusing on retention and personal customer growth. For
some this is fine. But so much opportunity is left on the table.
In a
world of growing competition and at a period that’s becoming increasingly known
as the age of the customer, we have to rethink our business models. We
have to rethink how we approach, value, enhance and provide a mutually
beneficial relationship for both the seller and the buyer. The customer will always make purchases. So why simply settle
for the sale? Why not go beyond that one single event? Why not settle for
continued sales from the returning customer instead?
Cultivating
your customer is by no means an easy process. Like any relationship, it takes
some work to make something great. It has to go beyond the mass emails,
check-ins, barcode scans and loyalty points programs. It has
to be real and it has to be human. It has to be authentic and it has to be
meaningful.
Although
social media attempts to create and solve the issue of enhanced relationships,
it’s thinking and logic takes on a very traditional approach in more instances
than it should. It’s essence is often removed as a result. Leaving the customer
to be felt as if they were removed themselves.
Yes, we’re all interested in
great “deals” and promotions that spike our interest. And that will always work
to an extent. But we would always enjoy the personal touch versus being part
of the known mass audience. Luckily, technology is making
this easier with there being no better time than now to differentiate and make
this about you, the customer.
Great
customer service has evangelized many brands and businesses. But great customer
service is only concerned up to the point of the sale and maybe some assistance
after. Who says the relationship has to end there? Regardless of which category
and perceived lifetime value a product or service receives. We’ve
been led to believe nothing exists beyond the purchase. Though,
I’m hardly suggesting a courtesy call. Does the this vicious cycle merely end
here? Considering you won’t purchase said item again, right.
Great
customer service has had the ability to profoundly impact how we choose where
we decide to spend our dollar. So much so that is has become a significant
factor in many of the purchasing decisions we make. Now,
think of the opportunities that exist should you expand that mentality to the
point of the next purchase. After all, many of us will
most certainly purchase more than one pair of shoes, continue to be a part of a
growing services environment and endlessly entertain our interests.
Customer
cultivation could most definitely be interpreted as methods that currently
exist.
That sense and understanding would be flawed. This is not about sending
or providing the customer with something in order to prompt another sale. This
is about saying thank you. This is about
confidently giving the customer something to enjoy with no recourse other than
for that something to be enjoyed by the customer.This is about going above and beyond all existing buyer and
seller experiences and perceptions. This is about creating a real relationship and a storyboard.
Cultivate the customer, your customer. Deliver the happiness
they deserve. And watch everything grow.
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