One of the Hip Shots in Monday’s post, Customer Experience – Another Way to Differentiate Your Brand, was, “Use Customer Experience Marketing as an opportunity to deliver on the Customer Relationship Marketing Principles.”
OK, so what does that mean exactly? How can I use the relationship marketing principles and customer experience marketing together?
Here are the Relationship Marketing Principles with an example or two that demonstrate how you can use them to improve your Customer Experience Marketing efforts.
- Attract the right customers for the right reasons.
- Plan your retail environment or landing page based on the needs of category heavy users. Don’t spend time and money telling them what they already know. Create an environment that makes it easy and enjoyable for them to shop.
- The most crucial time is the beginning.
- Make your entry area open and spacious. Make navigation intuitive and simple for shoppers and first-time buyers/visitors.
- You only get one shot at making a good first impression.
- In established relationships continually reinforce the decision
to buy.
- Give Best Customers their own customer service line with specialists trained to understand their unique needs.
- Good customers expect to be rewarded.
- Make new products and services available to Best Customers first. Schedule preview days when you close the store and host invitation only events. Give them early access to hot products and no charge shipping.
- The second most crucial time is when the relationship is at risk.
- Train your staff to elevate Best Customers’ issues to a manager, immediately and without question. Resolve their problem quickly and effectively, and follow up to be sure the problem is resolved. Do it in person. These are Best Customers. Don’t rely on form letters.
Can you think of more examples. Leave them in the comments.
@steveolenski provided assistance with this post. Follow him for some great insights into marketing and branding.
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