In our virtual world of extensive technology and telecommunication channels, streamlined to make communicating crystal clear, what’s the missing link in reopening and retaining the channels with the customer?
Answer: creativity in communication with the customer and using the multiple channels effectively.
It’s not a case of investing in even more technology, nor is it a matter of reinventing the wheel. Rather, it’s a matter of taking a deeper look at the channels already in place and using them more creatively and effectively. At the heart of this process is, of course, the customer. Understanding and regular contact with customers, new and existing, must be a constant and creative process, and it must be easily accessible in the customer’s world where everything is available at the “touch of a keypad”–if they want it.
Companies can no longer afford to allow their marketing and IT departments to strategize and implement processes independently. Getting the mix and balance right, and continuous across all channels of communication is of paramount importance.
It’s fair to say that most companies that sell some sort of product or service already operate multiple channels–a Website, stores, a call center, a sale force. But many businesses struggle to use these multiple channels to optimum effect so that they are operating proactively with customers, rather than reactively.
For example, let’s say a bsuiness-to-business marketer wanted to understand why a number of its customers hasn’t made a purchase in more than a year. It could mail them a print catalog to reestablish contact, then use its call center staff to survey the customers. This process could help the business determine what, if anything, it needs to change regarding its media so that it could reach customers and prospects in the manner in which they prefer to be contacted.
Consider also the concept of “icon marketing.” Imagine communicating with customers with the latest news, products, services and special offers that is most relevant to their needs, for example, an electrician receiving this latest information on their PDA while working and entice the order there and then or visit to the store?
Contrary to what the naysayers may tell you, retailing is not in demise. The arena is moving to a new agenda – recognising that customers are using the multiple channels available to them. The challenge is to embrace this change and dynamically reshape your environment to reenergize your relationship with the customer.
Tim Arnold is joint managing consultant with Applied Expertise, a multichanel marketing consultancy in Newbury, UK.
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