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So
the aim of your company’s marketing communications programme should be to
define your brand, identify new markets, generate leads, secure and increase
sales and of course, build great customer relationships. How do you build lasting relationships with
the new kind of customer who is smart, in-tuned with technology and who has the
power to share their opinions any and everywhere? Well, the emphasis must be placed
on creating customers rather than just making a sale.
The
fact is that today’s businesses are built on customer loyalty. A satisfied customer is one of the best
assets to your business. That customer
is not afraid to share his positive experience with other potential customers
as well as provide you with suggestions as to how you can make the customer
experience even greater.
As
a startup, you must recognize that consumers are more discerning in their
tastes and more importantly they now have access to multiple channels through
which they can access the same products and services at much better prices from
other companies that are willing to go above and beyond to satisfy their needs.
It
therefore follows that in order for your business to survive in today’s market;
it must be customer-centred. A customer
centred business will identify what the customer wants, find a way to get it to
them at the cost that they’re willing to pay and provide that product in a
timely manner.
This
is a persistent challenge for online businesses in particular as they have to
constantly keep ahead of the curve in order to meet customer needs. Features such as 24/7 live customer service
contact and the offer free two-way shipping are just two of the ways that these
businesses keep their customers fully engaged.
Likewise
offline businesses engage in activities such as customer rewards programmes,
loyalty discounts and customer referral programmes to get and keep
clients. Companies also utilize other
elements of their marketing programme such as their corporate social
responsibility initiatives and sponsorships to endear customers to them.
So
while the most important reason for starting a business is to make money;
building lasting customer relationships will ensure that continuously increasing
revenue is a constant in the business.
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