Customer Satisfaction as a Foundation of Business Growth

The strongest argument for investing in the customer relationship is the return of the customer for life. It is much cheaper to sell additional products or services to existing customers than to buy and close a new one. When you treat a customer well, you gain confidence and outpace your competition. Satisfied customers also encourage new businesses by informing their colleagues.
You should already know who your most profitable customers are, how to reach them, and what their purchasing preferences are. If you can't collect and manage this information about your customers (and more), your business needs a customer relationship management strategy, and fast! In an ideal world, merchants and retailers have the time and resources to connect with all customers in a very personal way, building a near-perfect relationship by offering the right product or service to the customer and contacting them at the right time. . The client recognizes the need. In marketing, the term "at once" characterizes this ideal relationship: exceptional loyalty between your company and the buyer, intended to meet the needs of each customer, as closely as possible to their priorities and expectations.
“Knowing your customers is a basic rule of running a successful business,” says Nina Smith, chief marketing officer at Sage Software. “There are many ways to get to know your customers: we get around 30,000 calls a day, each one helping us understand what's important to our customers. The key is to listen, gather information and receive that information. improve customer service."
Don Peppers and Martha Rogers, pioneers of individual customer relationship theory, have developed a range of best practices to help companies focus on what matters most to their customers, creating the ideal environment for customer growth. business and competitive advantage. Traditionally, companies have failed to find cost-effective ways to create personalized and relational communications with their customers. But today, Peppers and Rogers say that automated customer relationship management (CRM) software and fast, flexible marketing channels (such as email and the web) enable companies to build strong relationships and interactive with customers.

Let's take a look at the four main steps Peppers and Rogers have taken to build customer loyalty:

1. Determine
Your best customers: those who continue to buy from you.
2. Separate
From your potential customers to the most profitable
which is hard to buy. What are the common priorities shared by your most important customers? What properties
Are forecasts good indicators that people won't buy from you? Know that some customers are more valuable to your business than others.
3.Interaction
with your customers. Don't tell them about your marketing, just start a conversation. Know (and underline) their priorities and motivations. Interacting with customers will help you expand your knowledge and increase your success rate.
4. Personalization
the messages you present to each customer. Instead of
To encourage customers to shop with your business in the easiest way, invite them to shop this way.
very nice for them. Use the information you collect to interact with your customers to attract new customers.