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Article Title: Tune Into What Customers Really Want
Author: Patsi Krakoff, Psy. D.
Word Count: 540
Article URL: http://www.isnare.com/?aid=51073&ca=Marketing
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Customer relationship marketing is powerful in theory, but
troubled in practice. We need to take time to figure out how
and why we are undermining our own best efforts.
Perhaps we're overlooking the fundamental elements of a good
customer relationship program. With the means to connect with
customers easily, maybe we're rushing to cash in on the
potential rewards, while forgetting the essentials of all
relationships: intimacy and trust.
Close examination reveals that relationships between companies
and consumers are suffering. U.S. satisfaction rates are at an
all-time low. Complaints, boycotts and growing unhappiness with
big corporations are strong indicators that most CRM isn't
working.
Ironically, the very steps marketers are taking to build
relationships with customers are often responsible for
destroying these connections. Companies may delight in learning
more about their customers and providing services to please
them, but customers are fed up. They're tired of irrelevant
survey questions, overwhelming product choices, features
they'll never use in phone plans and cars, and rebate-driven
buyer reward programs.
The New Frontier: Mining the Internet
With the proliferation of online stores that complement
traditional outlets, companies now have a tremendous source of
information about consumers' preferences. Because a traditional
store may not always have a product on its shelves, purchase
results are not always a good measurement of desires. Online
stores can track consumer demand patterns more precisely, as
they offer extensive ranges of products to national and global
customers.
The web is more than a sales channel; it is a powerful means of
collecting data in real time. The Internet is truly the new
frontier in connecting with the customer, offering a huge
opportunity for companies to improve customer relationships.
The New Social Marketing: Buzz and Word of Mouth
Where does marketing enter the mix? Some experts claim the old
days of "push" marketing are over, where a company shoved a
one-way message to customers via print or TV. Corporations are
asking themselves just how much return on investment there
really is from a 30-second Super Bowl commercial.
Consumers are turning away from media and, instead, tuning into
each other. Engagement and word of mouth marketing are the
buzzwords of this new era. Customers are doing their market
research online and listening to each other. Unfortunately,
many marketers continue to look at engagement in a one-sided
way.
Corporate blogs have become an excellent resource for CEOs and
others to connect with customers in a personal manner. In spite
of the possible pitfalls in opening two-way communication
between the public and employees, there is much to be gained by
being personable, accessible, authentic and transparent.
Customers are already communicating with each other online
about products and experiences with your company. If you can
join the conversation in a real way, in real time, you'll have
an advantage over those who remain silent and inaccessible
behind corporate doors.
Now there is finally a way to discover what customers want, and
a way to connect with them authentically. But there are risks
involved in being honest and transparent. Will you and your
company take the risk?
About The Author: Patsi Krakoff, Psy. D. writes articles for
business and executive coaches and consultants. She writes
articles on leadership and executive development, blogging and
Internet marketing. Subscribe to get her ezine Savvy eBiz Tips
for the inside edge to grow your business online.
http://www.savvyebiztips.com
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