Your brand develops its in-depth understanding of customers by building process around conversations that listen and educate, build rapport and trust and foster loyalty and positive word of mouth. The customer relationship is central to delivering on your brand promise and strongly correlated to higher retention and increased life-time value.
To stay competitive, your brand must do more to acknowledge its customers, reward them for using your product, care for them when unmet needs arise and retain them by maintaining high levels of satisfaction. Stronger customer relationships result from planned conversations designed to maintain frequent contact with customers, keeping them engaged, cared for and primed for future purchases. Add to that a friendly referral program that makes it easy for your customers to refer your brand to their circle of family, friends and colleagues, and you have a win-win sales funnel that directly impacts both satisfaction and sales.
Asking customers how they felt about a recent experience with your brand allows you to act on timely feedback and either take immediate action to rectify an issue of dissatisfaction or collect data to use to change inefficient processes. It also defends against reputation-damaging reviews and negative social commentary. Satisfaction Snapshots are quick and efficient and allow brands to stay on top of the pulse of customer experiences.
Sales is a "people business," even online, and your brand is a reflection of the rapport built and relationship fostered with every customer. Through onboarding and development, your people should be "in the know" of your brand's marketing messaging and goals, overall sales process, style of customer service and your brand's promise to develop meaningful conversations and deliver on-brand experiences.
Consumers view content through an expanding mix of both digital and traditional channels (smartphone, tablet and computer displays, tv and movie screens, printed pages, audible). By deploying a marketing channel mix of both an in-bound and out-bound marketing strategy, your brand can gain exposure with targeted messages and relevant call-to-action to maximize ROI.
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