Chapter 3
COMMUNICATE WITH AND BECOME A FAN OF YOUR CUSTOMERS
We ask our customers to buy our products, join our loyalty programs, even “Like” us on Facebook. We strive to inspire “raving fans.” But are we fans of our customers? Fan-ship should be a two-way street. To get there, companies need to build relationships with their customers over time, doing little things on an on-going basis to build trust and loyalty. It all starts with customer-focused communications. How, where, and how often you communicate with your existing customers can make a world of difference in this effort. The goal is to create conversational marketing that enhances the relationship.
Think about it: Can you get to know a new person you meet without having some kind of conversation? Whether it's in person, via e-mail, or on a Facebook wall, there has to be some type of interaction to move the relationship forward. Customer relationships are no different! In order to connect, marketers need to be willing to communicate the way their customers prefer, initiate a conversation, then keep it going—and just spend time getting to know them.
