Hyper-connected, resourceful and well informed, customers are also highly solicited. To set themselves apart, brands need to create a long-lasting bond with its customers, encourage dialogue and engage them emotionally.
An emotional connection is a strong bond between two entities. A business must be able to create this long-lasting, authentic and profitable bond with its customers. Why? Because the consumer is more volatile and the competition is fiercer than ever.
What is Commitment?
Commitment is what makes a customer go back to your place of business, for you. Marketing should therefore rest on an acute understanding of the target and its specific expectations.
There are several contact points possible to establish emotional connections with the public such as your website, social media, advertising, sales force and, obviously, your call centre. As Jean-Luc Geha, guest professor at HEC Montreal, refers to agents working in your call center, they are your business’ ambassadors. They are often the only link customers have with your organisation.
The elements that build this commitment are simple. As Mario Loubier clearly explains through his website, the brand must:
- Inspire consumer confidence, by speaking truthfully, keeping promises, showing guidance and not distorting reality.
- Showing transparency by providing its customers with all of the information possible and by displaying clear values.
- Respecting its customers by demonstrating interest and consideration in their communications for example.
- Nurture the relationship established with the public by communicating and targeting messages.
At a time when scandals are tainting the reputation of several companies, displaying authenticity and transparency is critical.
Confidence has become the ‘magic word’ to gain customer loyalty and engage consumers: Don’t neglect this critical element. Nowadays, it is consumers who either make or break your reputation.
Customer data, marketing customization tool
Collecting and analyzing your business’ data, especially those recovered from your call centre, are still the best ways to get to know your customers and make ad hoc marketing decisions.
However, in 2016, we need to mine deeper. As the experts from the loyalty.com website explain, “it is each of one of your customers, individually, that you must get to know, analyze and decrypt.”
Big data, of course! But also think about Small Data, which is consists of observing customers on-site and studying their habits — like Ikea, Nestlé, Lego, Mailchimp…
Build on Proximity
Although social network interactions have doubled between 2013 and 2015 (Étude Markess International 2014), never neglect the physical proximity of your clientele.
An emotional bond and commitment are created when your customers enjoy a sensory experience with your products and/or services. More and more boutiques are transforming into living spaces where a person not only enters to make a purchase but to spend time, as if visiting a friend.
Never forget that your customers are your best ambassadors and that a successful customer experience often translates into a recommendation.
If you want to know more about our outstanding customer service solutions,
Micheline Durocher,
President, Groupe Marketing International
