Your relationship with your customers is paramount! Discover the four principles of good customer relationship management.
Customer relationship management involves collecting, processing, and analyzing customer information and establishing personalized communication with customers to build customer loyalty and generate more sales.
Knowing your customers and establishing a personalized relationship with each of them is essential to better meet their expectations and thus increase their life, their purchases, and their satisfaction.
In this article, you will find four essential principles to establish a good customer relationship :
Move from Mass communication to individualized and calibrated communication for each customer through marketing automation.
As much as possible, try to personalize communication with each customer by taking advantage of the personal information you have about them as well as the tracking of their actions.
For example, adding your clients ‘ first names to your emails will allow you to increase your conversion rates. But more importantly, an email sent at the right time and responding to a specific customer action will be much more effective than a mass emailing campaign.
To better adapt your communications with your customers, the best solution is to set up marketing automation scenarios.
Marketing automation consists of automating communications according to pre-defined conditions that take into account the behavior of the recipient.
For example, a client who has just registered on your site will receive tips to complete their profile and a presentation of the various services offered, a client whose birthday it is will receive a special promotion, etc.
Your messages are more time because they are targeted to each user based on their progress in the customer journey.
Gather the right information and track down the right indicators to adapt your communications to each client’s journey.
Your customers are all different. They differ in their consumption patterns, in the way they behave on your site, in the way their attention is called – also, to differ as humans!
Analyzing the data you have at your disposal on your customers allows you to be more effective in your marketing.
A good way to know how interested your customers are in your offers and how far they are in the buying process is to set up a lead scoring system: this involves automatically assigning a score to each customer based on their behavior on your site and their interactions with your marketing campaigns.
Qualifying your customers in this way will allow you to contact them with a more relevant message, but also to prioritize your efforts on those that offer the most potential.
Reassure your customers by adopting a consistent message and graphic identity on the various communication channels.
In order not to lose the customer relationship, it is important to work on the identity of your company: it must be immediately recognizable in your communications, regardless of the channel used.
Let’s take an example: you sell handcrafted jewelry with semi-precious stones, which have influences from Brittany. The words “artisanal”, “semi-precious stone” and “Brittany” must always come back in your speeches – website, business card, social networks, newsletter…
By deciding on wording for your company, you communicate its identity simply and remain consistent. Your customers will remember these keywords when thinking about your brand.
But the coherence of the customer relationship across the different channels must not be limited to the message of your brand: it is the entire experience that must be homogenized.
For example, it is important that your newsletter has the same graphic identity as your site, even that it includes navigation to its different categories.
To do this, you can create email templates in your brand’s colors to gain consistency and save time!
Your customers are plagued every day with hundreds of low value-added information. In order for your customer messages not to be perceived as parasitic, you need to get out of the box with content that is really useful to them!
Any relationship is of interest to both parties. Providing interesting content for your audience will help you maintain their interest.
Blog posts (Cuckoo), white papers, newsletters – but also webinars, Instagram stories, and Facebook Lives are all support that will allow you to bring your customers the information they are looking for or entertain them with original content.
The media used depends on your products, your customers and what you prefer to use. Anyway: communicating on topics around your business will show not only that you know what you’re talking about – but also that you really want to help your audience.
Take an example: you sell bespoke skirts online. Providing your customers with a guide that helps them take action at home will help them with their orders as well as in their future lives.
You can also create content around fashion-interviews with creators, articles on upcoming trends, photos of a complete outfit – that will interest and inform them.
This is called a content strategy, or inbound marketing. Your client then comes back to you for the value you share with them, not because you bullied them with aggressive campaigns.