Marketing used to be about making and managing customer touch-points. The more touch-points the better, but a group of touch-points, no matter how large, does not a relationship make. Smart marketers now look at the ongoing relationship that is developed through meaningful interaction (that benefits the customer) over time as the key to maximizing revenues and share of wallet.
Although in-person is, in our opinion, the best channel for meaningful conversation, you simply cannot rely on that channel alone as customers are more likely to spend far more time with your organization digitally. And if you are not there for them digitally, they will find someone else who is and they will bridge the digital relationship with the customer before you do. The digital relationship is often a requirement before there is even an opportunity for an offline relationship.
We can help you win the battle for customer engagement by assessing where you are currently across all channels and helping you craft a plan to best listen to, engage with and help your customers solve their needs with your assistance or the assistance of other customers.
Although you may desire or feel you require your interactions to be of benefit to you or mutually beneficial, putting your customer’s needs first will generate the largest long term returns. When you’re able to meet their needs, and win their trust, ultimately, you build the loyal customer base you need to grow a successful long-term business.