Make Your Creative Work Smarter by Using Dialogue & Data
Your follow-up communications can include detailed information on specific products or services in which your customers are interested, cross-sell messaging, news updates (e.g., upcoming sales on preferred items) and even coupons. Just be sure the information you give back is relevant and shows that you've paid attention to what the customer told you.
The Under-used D: Data
Dialogue can take you only so far. As much as we all would like to engage customers in an on-going conversation, some customers don't want to spend the time or don't have the inclination to engage with us. And some marketers simply won't pay the incremental costs to collect the necessary data.
But you may know a good deal about your customers from data you already have. While you must always respect a customer's privacy, you can carefully use this information to personalize your communications in ways that are unobtrusive and invisible to the customer.
By leveraging these data, you can create communications that are compelling and personally relevant to your customers and their needs. Following are just a few of the things you can do with the data you may already have:
• Identify customers by name, business or geographic region.
• Recognize customers based on past buying behavior, enabling you to promote the products and services they want and need.
• Identify high-value "best" customers, and offer them special benefits and treatment.
Not sure where to find the relevant data? Talk with the data or analysis employees in your company. You may discover these folks have more information about your customer base than you ever imagined.
Make It Real
When can you begin offering customers more relevant, compelling, effective communications? Today. No matter where a customer may be in the product life cycle, begin this two-way conversation, and start developing a stronger company-customer relationship. Start by looking at each new project and business opportunity as the chance to begin a dialogue with customers, as well as a chance to leverage the data you may already have. You'll not only lift response rates, change customer behavior and increase the profitability of your client's brands, you'll also be offering a smarter, more unique creative product that truly sets you apart from your competitors.