I recently re-read a great article on customer relationships, written by Andrew O’Connell of Harvard Business Review. The article highlights several types of customer relationships and explains how to determine the value of these various relationships, both positive and negative. It made me think of how most companies approach customer relationship – trying to turn every prospect into a paying customer with premium large-value calculation life to start – like a marriage partner. Any customer who does not seem ready and willing to have that kind of relationship is immediately devalued even considered a waste of time. The relationship that brands have with their customers are like real relationships. First few dates getting into something serious – even permanent – while others are not going anywhere. Some flings taper off, some relationships develop in strong marriages as a rock – and there much who are somewhere in between. Like any relationship, forging these connections is never a linear progression. – And no two are ever identical
Before diving head first into the deep end and decide your relationships “ need significant for weddings, it is essential to understand the circumstances that lend organically everyone – and beyond, which makes the most sense for your brand, your organization, your immediate goals and the customers you serve. Weddings Make / customers are great but not for all every time. Sometimes a relationship is nothing more than a brief affair -. And everyone always goes home happy
So who should propose
Weddings – Adobe and marketing solutions are excellent examples. Customers are investing heavily in their relations with us, and we do the same thing with them. We are in the business relationship, and the vast majority of customers we serve are just that -. Long-term, ongoing partners
The marriages tend to work in the specific business models. In this example, we focus on providing high quality level products company brands and companies will need these solutions never . In the B2C space, this type of relationship is usually about products and services that customers need or want with a degree of repetition and ongoing service products.
If they are going to be consumed repeatedly the product or service, a proposal may be in your future. In these cases, most marriages better. For example, Amazon, FreshDirect, and Expedia all thrive on customers to return their purchase platforms, order, and reserve. More marriages – based on confidence in the brand – unless they have to ensure their customers coming back repeatedly. Marketing costs down to the average values rise, skyrockets and defense of trademark rights.
In these cases, it is essential that you approach the consumer a long-term relationship on the mind. Do not assume; instead, focus on the relationship builders who really mean something – customer service and support, training, loyalty programs and special offers, for example. Our team never approaches client relationships as flings. If we just made sales and past, our divorce rate is through the roof. Customers would buy products, everybody feel good, and we would all go. Maybe some would come back because they realized the value of their own – but many would not. The long-term commitment to the success of the mutual organization is not quite there, and we would lose the love and loyalty as a result. Similarly, customers would be less invested, leading to missed opportunities on both sides -. Not ideal for anyone
And who is more of a Fling
This is fine, however, if your business model turns into more the fling area – or even a night -Stand waters. If your product or service is intended to be temporary or a unique experience, then the marriage model is not for you. And it will. Maybe you’re a travel company that offers a once in a lifetime vacation packages – sell, and you satisfied with both the organization and objectives of consumption. But from day one, everyone is on the same page as this scenario is one-and-done. Or, maybe you are a funeral home – with respect, you only need once, right? An agreement, purchase, well, the relationship ends.
And you can not forget the blind dates!
This anonymous visitors are visiting your site, and you must immediately determine what to do with them. It is essential to understand what both parties want to come in – that person is just here to download a trial of Photoshop, or is there an Adobe Marketing Cloud candidate? That’s a huge difference – which, if error, we would certainly miss! Leading up to the date, it is all about collecting data from multiple channels to understand what the client probably wants -. What expectations are
When the blind date takes place, each side brings some details to the table on the other. The customer has visited your site before, and you know it visiting San Francisco. The blind date lets you know better, to learn more about one another. Maybe, she spends a little time on your site, taking advantage of its experience, allowing you to gain a little more insight. You start to put the pieces together by tapping into Adobe Analytics and Adobe Audience Manager. Now you understand channel preferences, behaviors and trends and end up with a good view of this person. And, most of it to the credit of blind date – the opportunity to see her interact with you and a different environment, allowing you to determine what the relationship will evolve, if anything. You understand his motives – the why of it -. Giving you the confidence to be moving forward with a second date, spend, or completely re-evaluate your dating strategy
Are you ready to evolve with the relationship
There not forget – relations are not content to remain in stasis. They progress or regression. As you learn new behaviors, motivations and goals around your customers, you should not only take into account those, but also re-evaluate the relationship as a whole quite often. behavior or newer features are more important than older -. even if your whole love story is built on these historical transactions
But this does not mean all hope is lost if things start to look a little different – or even risky. If you feel a change in the relationship, you must act quickly. If a customer wants to fling the wedding, it will change the investment you need to do -. A change that must occur immediately If, however, you have a strong marriage and there is no exchange or interaction in a few weeks, you might find yourself on the outputs if you do not jump into quickly.
Many of these progressions exist in virtually all sectors. Banks, for example, have many flings to marriages that occur all the time. Say, a client opens a credit card account at an event; Perhaps it opened just to get a free gift. The customer was not particularly invested, but the transaction happened yet. Fast forward a few months, and the new owner has had a very positive experience with the bank, and now he needs a car loan. Thus, he calls, and now he has a credit card and a car loan – all with the same bank. A relationship is growing, strengthened by a mortgage, checking account, and investment – and like that, he is in love and most likely here to stay. If a bank can get a customer hooked on three or more products, their attrition is virtually nonexistent.
What relationship is good for you
So what should you steer customers to: marriage or adventure? It really depends on your business. Not everyone or every company is marriage material. Weddings are more expensive but can give more long-term value. Flings come with significant acquisition costs – but few current investments. Ask yourself what types of relationships you have, what relationships you should have, and what the meaning of relationships for your brand and your customers. From there, watching things change. This blind date could be filed with the love of your life.