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CUSTOMER RELATIONS

Treat your customers with the utmost respect

 

People are also deluged with information and opportunities. The products and services of companies they select and build relationships with are those who treat them as reasonable, intelligent people and nothing short of that. If you want these people as your customers, your Customer Relations Managment strategy must reflect this.


Your Customer Doesn't Want to be Seen as (or See Him/Herself as) Weird
Many customers want to think of themselves as normal. Some might be tasteful but normal. Others might consider themselves selective but normal. A few wish to be outrageous, but not so outrageous that they won't be able to identify with their friends and peers. In other words, no matter what they are looking for, they are seeking something that affirms their identity in a positive way.

Your target audience will almost certainly wish to assert its place in society. Make sure your advertising reminds people that it is a good contribution to their interests, lifestyle, and so on.

Please keep in mind that there are some exceptions to this general rule. If your target audience wishes to be so set apart from others that they actively reject everything outside their subculture, then you should respect that.

Testing a Customer's Patience and Loyalty: Example
How much does it take before a customer gives up, switches products, or decides to avoid a brand? Here is another example of something that can contribute to customers' decisions.

The arrival of a strong competitor. Some companies coast along and do not worry about their established rivals attempting new tactics or campaigns. However, in many businesses, change can arrive quickly.

It often takes time before a new company can establish itself. However, with a large budget and a lineup of good products, a company can sometimes buy its own way into a top competing position. It may not be ethical, but it can happen.

Inflated expectations. Too much hype can sink a company. A competent one that promises too much will never seem good enough.

While most companies hope their promotional efforts will be distinct and appealing enough to bring in customers, too much hype can even turn some people away.


The Audience May Exist, but Do They Know about You?

Just because your site has an established audience does not mean that audience knows your site exists. Ask yourself if you have made enough efforts to promote your site and attract the right types of customers.

Furthermore, make sure people can comprehend your site immediately. A customer who does not understand a site will probably leave quickly.

If You Create a Survey
If you decide to create a survey in which you ask customers for input about future products, what could happen? Will your results be spammed? Will they send reminder after nagging reminder about past failures? Will no one respond at all?

Yes, these things and more could go wrong. But there are a few things that could go right. If a large slice of customers reply, you will get a range of opinions that represents how wide the range of your customers' views is. If customers take the time to consider their replies (especially if you urge them to be honest and careful), then you will hear how they think about your company's performance. If a few customers are pushing a particular idea or product, you may see their advocacy efforts in a number of responses.

A well-advertised survey may succeed. Just be careful, and don't expect the world of it.

 

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