KEY ONE
Marketing the way a customer wants to see it.
In the past, marketing has focused on how companies can get their messages out to as many customers as possible in order to generate leads for sales or to get people to come into a retail store or visit a Web site. However, much of that marketing is now falling on deaf ears as customers are inundated with messaging nearly everywhere they go. In addition, most marketing budgets have historically been spent on acquisition; little, if any, of the budgets have been spent on retaining, delighting, and growing existing customers.
Today's marketing organization needs to take a different approach if they want to win the hearts and minds of their customers.
“Customers Rock!” companies focus on their existing customers as a key to their future success in business. They nurture their customers. They thank them. And they listen to them, then sell what best meets each customer's needs (rather than selling to reduce inventory or make commissions).
How we communicate with our customers is critical to how they view our company. Whether the communication is written or verbal, brand impressions are made at each interaction. It isn't about social media, “user-generated content,” cool videos, or flashy Web sites. It is about relevant marketing that speaks to the needs of our customers.
How can we achieve this type of marketing? We have to get out, ...
