You spend all of this time, effort and money on marketing to get new prospects, to get new clients and to get people to listen to you, but how much time and effort do you spend on being engaging with your community. If you don’t have customer experience management plan then you are potentially leaving thousands of dollars on the table.
The smart businesses know that it is about the relationship you keep with your community and not that constant bombardment of marketing.
Over the past 5 years businesses have been told build a database, market to that database and through sheer numbers you will make sales. Send out newsletters, send out sales pitches and make offers and sure enough people will buy from you.
The only problem with that approach is society has changed! People have had enough of the noise, of the constant bombardment of emails, social media postings, direct mail leaflets and constants advertising on TV, Radio, Newspapers and anywhere they can put it.
The smart businesses know that it is about the relationship you keep with your community and not that constant bombardment of marketing. I’ve always said look at what the big listed businesses are doing and take the good ideas and model it to fit your business.
The Commonwealth Bank were the first to be happy to pay someone a full time salary just to stand at the door and welcome you into the bank, make sure you knew where to go and asked who you needed to see. Why? It gave back the personal relationship, it made you feel welcome walking into a bank and it allowed you to build a relationship with a name and face. I remember going back to the same branch just to say hello to my door welcomer, this was the effect it was mean to have.
Then they created the cricket club over the summer to bring families and children who loved cricket into their community. They offered prizes, tips, profiles of their hero’s and chances to win tickets to games. They again showed that they wanted to offer value to their community.
They understood the importance of building a community of people and being engaging with them.
So how do you create a customer experience management plan?
The first thing you need to is change your database into a community. You need to change having names and emails and start having personal relationships, you need an engagement plan!
A customer experience management plan outlines how you are going to engage with your community and answers these questions:
- How are you going to keep relationships with each person in your community?
- In which way (what sort of touch point)?
- How often?
- How are you going to add value?
- How are you going to bring them together to meet one another?
- How are you going to get them to be walking billboards for you?
Businesses that just concentrate on the next prospect and the next client are wasting thousands of dollars more on marketing than what they need to. You already have a community of people that know you, like you and trust you, it is just up to you to start engaging with them and getting them to promote you to their network.
This customer experience management article was written by Michael Griffiths, founder of the Partnership Club. You can get a free pass to the Partnership Club from here