Customer Relationships

I've read many times - people want high-tech and high-touch.

Some companies send out messages from their CEOs. We know these messages may have been written by others who do it for the CEOs, but what's important is the effort to reach out to people.

If customers are more apt to identify with somebody else (other than the CEO), then a person who is like them ought to chosen to communicate with them - a spokesperson.

The messages may not elicit warm and fuzzy feelings though they may be written in an informal, friendly way. However, they still show an effort is made to have a relationship.

In a relationship, each party involved has to "own" it. As owners, they're able to change it. So, a company doing what I propose should be flexible. A rigid agenda will probably lead to failure.

A facilitator, like a moderator, will have to "drive" the project but still open to directions from the customers. As a facilitator, s/he may have to stir things up at times by introducing new subjects.

Each part of a business has to be like this to thrive. Too many business owners are watching competitors too much and listening to customers too little.

The internet, with e-mail, gives businesses quick access to customers. Businesses should be open to quick access from prospects and customers.

The internet is too powerful to be used only for advertising.

A possible way to get people to opt-in to receiving messages is to show the company has opted-in - is set - to receive messages from customers who have concerns.

To do this effectively, the company must have real people that customers can contact (burt@abc.com instead of info@abc.com).

I know this can cause problems when people like "Burt" quit or are downsized. It may leave customers feeling abandoned. It may be worth the risk.

Somebody else can be assigned to replace "Burt" or whomever leaves.

Thank you for using my blog. Please let me know if I should clarify anything.

Copyright 2016 Dennis S. Vogel All rights reserved.
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