In order for customers to remain loyal you perhaps need product continuity, competitive prices, convenient place and appropriate communication (the 4 Cs?). I’ll start with communication.
SCi Sales Group conducted a survey on LinkedIn about the relationship between marketing channels and the perception of being valued.
Managers outside of marketing were encouraged to participate, and to further avoid any prejudice in their choice we phrased the question in a non-marketing format. Over 600 Managers responded to the following question:
“It’s your birthday. Five friends congratulate you using different
methods. Which friend values you most?”
Simon visits you at home (Field Sales)
Heather gives you a telephone call (Telemarketing)
Peter sends you a birthday card (Direct Mail)
Sally sends you a text message (Mobile Marketing)
Raj sends you an email (Email Marketing)
Channels that use Human Interaction (HI) performed best, while the digital channels of Email and Mobile Marketing were perceived to value people least. It seems that valuing customers is linked to having a two-way, ‘live’ conversation (either face-to-face or over the telephone).
Buying behaviour has changed, the internet has made it easier to source new suppliers and change supplier the minute a better price is offered. To keep customers loyal you need to show how much you appreciate their custom.
We react to different channels in different ways, and using channels with HI has the ability to add value to the relationship. In addition, HI can cement relationships on repeat orders and increase average order value.
Check your marketing schedule and see if Telemarketing or Field Sales could play a bigger role in your plans – after all, it costs 5-10 times more to acquire a new customer than keep an existing one.
A Knowledge Book is available on this subject; please click
‘How to increase customer loyalty by using the right marketing channels’
to view the PDF.