The game has changed and, unless your business is able to adjust to the times, you’ll find yourself on the sidelines -- or worse -- out of it. Today’s consumer is more knowledgeable. He or she expects more when it comes to information, service and convenience.
Your marketing must be customer-centric, according to Deloitte , you can achieve this through:
- Multiple Touch Points: The days of single-channel marketing are gone. In order to hit your target, you need a flexible approach that includes everything from email and direct mail to in-person events.
- Marketing Integrated with Other Company Functions: Your marketing can’t exist in a vacuum. For example, every time you hold an event, or even just chat up a customer, you are marketing to them.
- Personalization of the Customer Experience: Some of your marketing should cater to the individual versus the group. For instance, emailing a group of customers with the same product information can be less effective than one email (or phone call), with specific product that has been tailored to that client’s interests and needs.
- Offering Customers a Choice of Channels: Allow your customers to choose the channel they prefer. A younger customer may respond more to email (or interacting through social media), while an older client may prefer in-person or phone contact.
- Managing Customer Data: Without good customer information that is easy to access and use, it is much more difficult to offer things like personalization and choice.
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