Can you believe the iPhone is already ten years old? In just one decade, we’ve moved from doing business at our desks to working on smart devices from anywhere in the world. We get support from chatbots instead of customer service representatives. And we expect brands to deliver personalised customer experience instead of one-size-fits-all campaigns.The world has changed. Has your organisation kept up? Brands that rely on traditional marketing approaches may not be doing enough to nurture customer intimacy.
So how do you know if your organisation’s customer intimacy is under threat, and what can you do to get it back?
1. You focus on outbound marketing
Here’s an uncomfortable truth: in today’s digital and customer-centric world, outbound marketing is as dated as your old cassette player.
Sending a message to a mass audience and hoping it snags a few customers doesn’t build long-term relationships. Consumers are flooded with thousands of advertisements every day, and they’reskilledat blocking them out.
Therefore, effective relationship building requires creative approaches that leverage one-to-one marketing techniques. Rather than investing in screen time, billboards and radio ads, for example, marketers can recapture customer intimacy by investing in personalised content, delivered to individuals at their convenience. Inbound marketing is one such approach.
Inbound marketing is up toten times better at converting lead than outbound marketing. Because it is more targeted than outbound marketing (and often automated to boot), inbound marketing leads cost61 percent les.
Instead of fighting for attention, inbound marketing helps prospective customers find you. With a focus on problem-solving (as opposed to selling), it also builds stronger customer relationships over the long term.
2. You can’t solve customer problems on the go
Think back to the last time you researched health insurance or home loans online. Did you feel frustrated that insurers or banks weren’t available to answer your questions immediately?
Chances are your customers feel the same way. People want their problems solved on-the-go, which means brands need to be available for one-on-one interactions at any time.
Organisations that fail to do so risk diminishing customer intimacy. Or worse, losing long-time customers to a competitor.
That’s why leading brands are using technologies like real-time messaging and chatbots to solve customer problems at the time of need. Many are even capturing data from these social sources in CRM platforms in order to predict future needs. Given tha50 percent of consumer would consider switching brands if a company did not anticipate their needs, this goes a long way towards nurturing intimacy
3. You aren’t sure how customers interact with your bran
They say knowledge is power. But do you know which touchpoints are most popular with your customers? Are you monitoring conversations on the right social media platforms? Is your CRM a data dumping ground instead of a go-to source for relevant insights
If you don’t know how customers interact with your organisation, you can’t improve - and customer intimacy stagnates.
To prevent this, consider:
Mapping out where you are collecting data across the customer lifecycl
Checking that this data is being used to inform marketing activities
Identifying new sources from which to gather data (i.e. keyword search, email clicks, website visits, and social media behaviour
These activities are key to harnessing data to optimise the customer experience and strengthen relationships.
The way forward
Recapturing lost customer intimacy can be a real challenge. The good news is that the right tools can make a big difference to customer intimacy outcomes.
A well-maintained and up-to-date CRM platform, for example, can:
Automate personalised inbound marketing campaigns based on customer preferences and behaviour
Equip sales and customer service teams with real-time data that supports rapid response time
Provide a central database for all core customer informatio
To find out more about the benefits of implementing an industry-leading CRM platform such as Salesforce, contact RXP today. Or, download our latest white paper:Digital platform trends 2017: Harnessing data to build customer intimacy