You Have to Recognize Your Consumer

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We often talk about various channels available to the consumer, your physical location, self service device (ATM or Kiosk), email, call center, printed catalogs or statements, mobile devices and all things internet. Each of these channels offer multiple opportunities for the consumer to touch you, but as a company it’s not as easy to connect with them – you need their information, their habits and preferences to quickly leverage into a targeted message.

This empowerment shift means that a simple email offer isn’t going to cut it any more, to compete, Marketers need to concentrate on three areas:

1) Consumer Engagement – Social networks, mobile technology (and the emerging confluence of these channels) is putting the consumer in charge. Customers now have the ability to quickly find offers, eliminate vendors and learn more than some of your reps before even venturing out of their homes. Creating/ sponsoring social media outlets is a great way to accept User Generated Content and invite consumers to your site… not doing this may result in it being created for you.

2) Cross-Channel Offer Optimization – The consumer is expecting to be recognized, not only for who they are but as an interested party who wants you to guide them through their interactions. Engage them in a dialogue so they can continue to collect their preferences; optimize the time and offer by creating a conversation – don’t throw everything over to them, send three to five distinct offer components to test responses and facilitate conversation.

3) Educate the Frontline – CSRs, Sales Reps etc. are often THE impression for your company; keeping your team informed is the best chance you have to be prepared for the inquiries from customers/ prospects. Send your team the offers, emails and associated details to make sure your employee is the expert in the conversation.

The marketing game is changing; by staying current on the evolutions you’ll garner customer respect and hopefully their market share.