Most companies have a Newsletter, operate a Facebook or other Social Media channel or even communicate via Chatbot. It is very important to integrate these digital channels into the customer dialogue. However, operating is not enough. Digital customer dialogue only has an impact if customers open the Newsletter, read the Social media postings and act upon the information given in a Chatbot. Unfortunately, offering content that is relevant to the customer is a huge challenge. iq! provides the key prerequisites necessary in order to create a customer dialogue that matters.
Four prerequisites for relevant customer dialogue
Source: iq! Managementberatung
Customer dialogue Step 1: Identify and Track
Every customer is different and has a specific history with a company. Therefore it is crucial to recognize the customer, no matter which contact point to the company is used. In the Blog article of last week – we discussed how difficult it is to manage a growing number of channels and to match their appearances and contents. Additionally, it is necessary to identify each customer using a distict contact point and saving information about this singular interaction. Different tracking options have to combined in order to achieve this: Registration and log-in, tracking mechanisms on digital sites, unique customer IDs, etc. etc. Only then it is possible to obtain a customer profile filled with valuable information that is able to enhance the customer dialogue considerably.
Customer dialogue Step 2: Regular impulse
Staying in contact with the customer is the base for longlasting success in customer dialogue. Newsletters or Social Media channels are suitable means for accomplishing this job. However, it is not easy to activate the customer to participate in the dialogue. Only every fifth German Newsletter recipient opens it and less than 1% actually click on some link . So companies have to create very appealing content in order to create a response. In other channels, it is not easier. For relevant content, customer profiles and preferences have to be analyzed thoroughly as well as click behaviour and opening rates. Nevertheless it is important to remind the customer on a regular basis, that there is a relationship with the company.
Customer dialogue Step 3: Relevant moments
Before, during and after a purchase, customers pass through a chain of moments. These moments may occur at different contact points, e.g. on the Website, in the store or in a chatbot. And these moments decide if a customers is going to buy or buy again. Providing as much support as possible within these moments and enhacing the customer experience to the max is crucial. Companies have to understand the purchase cycle and the customer lifecycle in detail for being able to address the customer on the right time with the necessary input.
Customer dialogue Step 4: Personal content
Companies have many opportunities to get a better understanding of each customer: they buy, click through digital media, call or interact in another dozen ways. The important thing is to record the different interactions in the customer profile and to learn from them. Your Amazon start page is filled with recommendations deducted from past behaviour. For some customers it is too much and they do not want to be that „transparent“. But for the majority of customers it is helpful to get support in finding the right product. And the more companies operate like that, the more it becomes a standard in the eyes of the customer.
Most companies interact digitally with their customers. But to really generate a (positive) response from the customer is hard. And it is hard work. Each customer has to be identified and understood. This understanding must be translated into content that matters to the client. Personalized and relevant content available in the decisive moments of the customer relationship is a huge investment in IT and Marketing efforts. The reward are loyal customers who buy on a regular basis.