Making Actions Speaking Louder than Words

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Three things help you build stronger, service-based relationships and position your organization as a valuable resource -

1 - Significance: Did you contact your consumer for something unusual or significant? If you over-contact without significance you run the risk of getting the consumer to ignore your important messages.

2 - Relevance: Did you deliver a message that is highly personalized and relevant to your consumer? Generic messages or offers that have no relevance slowly start alienating your consumer.

3 - Timeliness: Were you able to deliver the offer automatically & quickly? If you don't respond within 48 hours you could rue missed opportunities and significantly increase the probability of acceptance.

A cell phone company reaches to a consumer proactively after the consumer has exceeded their monthly rate plan 2 - 3 months in a row. The consumer should appreciate this and might renew at the higher rate plan. This could mean a longer contract with the consumer and if done correctly, the cell phone company could even up sell the consumer on new phone.

If a hotel guest checks out earlier than expected, corporate marketing reaches out later in the day to find out why the consumer checked out. It is quite likely that the consumer had a bad experience. If the experience was bad the consumer can be accommodated with better service, & perhaps an offer. If the consumer did not have any issues, the hotel chain can leverage it into showing concern.

Financial institutions could proactively contact families before younger account holders turn 18. These families could be offered transition accounts for the young adult - giving them a peek into credit cards, insurance, & getting started with their own account.

There are numerous instances where an organization could leverage an event to follow up with a consumer. It should be done across channel - and the organization should learn to listen (and observe) consumer behaviour across channels.

We will be sharing practical tips and anecodotes of what works & what doesn't as you put together the perfect CRM. The call will be hosted on BrightTALK.