The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers

SEND MORE THAN JUST BILLS

Reflect back on the last three communications you received from a company with which you do business. What were they? Most likely, they were marketing pieces that the company deemed important to send, such as an up-sell, a sales offer, or, inevitably, a bill or an invoice. Now think about what you might have preferred to receive from that company: news that's important to you, a thank-you note, acknowledgment of your longevity as a customer, or perhaps an announcement of a special deal on an upcoming promotion for a product that is complementary to one you already own.

The Messages Your Marketing Communications Send

Every “touch” from every department in your organization is marketing, whether or not the communicator has the official title of “marketer.” Each customer interaction that takes place, whether by phone, e-mail, direct mail, social media, or the Web, leaves an impression about your brand. So ask yourself: Are your marketing communications self-serving, or do they serve customer needs?

Not long ago, I came across this lament from a prominent blogger about the communications he received from an electronics retailer:

My reward for spending around $10,000.00 since joining the [loyalty] program . . . and the most recent offer following the holiday season? A Credit Card Offer!! Man, do I feel special. This is a campaign, nothing more. Marketing 1.0. . . . Monetize your list, not build better relationships with your “special” customers.

Consider what ...