Keep Your Customers Satisfied: Pair Technology with a Human Touch

Keep Your Customers Satisfied: Pair Technology with a Human Touch

By: Kurt Krake | 5,272 Reads | 34 Shares
Featured in: Multi-Unit Franchisee Magazine: Issue 3, 2019

Keep Your Customers Satisfied: Pair Technology with a Human Touch

%3Cp%3ENew+digital+and+social+technologies+may+tempt+marketers+to+jump+on+the+latest+bandwagon+to+win+new+customers.+Yet+the+greatest+chance+for+success+still+comes+down+to+the+ability+to+build+deeper%2C+more+meaningful+relationships+with+committed+customers.+Here+are+a+few+steps+and+tools+to+help+strengthen+relationships+with+existing+customers%2C+partners%2C+and+stakeholders...+while+leading+to+new+audience+development.%3C%2Fp%3E%0D%0A%3Ch2%3EDo+your+homework%3C%2Fh2%3E%0D%0A%3Cp%3EEmail+databases%2C+web+analytics%2C+and+CRM+performance+can+reveal+more+than+data+about+sales.+They+also+offer+insights+to+inform+marketing+strategies+and%2C+more+importantly%2C+help+you+better+understand+your+customers.%3C%2Fp%3E%0D%0A%3Cp%3EA+good+place+to+start+is+with+website+analytics+tools+like+Google+Analytics.+These+basic+tools+can+help+develop+an+understanding+of+how+audiences+are+finding+your+company%2C+what+pages+get+the+most+attention%2C+and+where+and+when+users+abandon+your+site.+Google+Analytics+can+also+reveal+a+lot+about+customer+engagement%3A+how+frequently+they+visit%2C+what+devices+they+use%2C+and+even+demographic+information+such+as+age%2C+gender%2C+and+location.%3C%2Fp%3E%0D%0A%3Cp%3EInexpensive+heat+maps+and+user+recording+tools+like+Hotjar+can+reveal+a+deeper+perspective+on+website+engagement.+This+tool+shows+where+users+are+clicking+and+how+far+they%27re+scrolling+down+pages.+This+is+especially+relevant+when+considering+where+to+place+specific+calls+to+action.+Newsletter+sign-ups+should+also+be+prominent.+If+they+are+at+the+bottom+of+your+landing+page%2C+many+users+may+not+see+them+at+all.%3C%2Fp%3E%0D%0A%3Ch2%3EInvest+in+loyal+customers%3C%2Fh2%3E%0D%0A%3Cp%3EOne+universal+truth+we+all+know+is+that+it+costs+significantly+more+to+attract+new+customers+than+to+retain+the+ones+you+have.+Reward+your+best+customers+and+they+will+not+only+sing+your+praises%2C+they+will+share+their+experience+with+friends.+That+reward+doesn%27t+always+have+to+be+financial%3B+it+could+be+emotional+or+intellectual.%3C%2Fp%3E%0D%0A%3Cp%3EBuild+a+relationship+with+customers+by+being+approachable%2C+helpful%2C+and+efficient.+This+is+particularly+important+when+communicating+with+Millennial+and+Gen+Z+consumers%2C+who+absorb+information+instantaneously+and+lose+interest+just+as+quickly.+These+audiences+want+a+more+open%2C+authentic+dialogue+with+brands+through+all+forms+of+media.%3C%2Fp%3E%0D%0A%3Cp%3EQuick%2C+on-site+surveys+are+a+great+way+to+allow+your+audience+to+provide+feedback.+Google+Surveys+and+Hotjar+are+good+options+to+provide+short%2C+unobtrusive+polls.+Try+keeping+your+poll+to+one+or+two+questions+to+maximize+responses.%3C%2Fp%3E%0D%0A%3Ch2%3ECommunicate+on+their+level%3C%2Fh2%3E%0D%0A%3Cp%3EThere+is+a+wealth+of+industry+data+available+about+target+audiences+and+respective+media+consumption.+For+example%2C+more+than+90+percent+of+Millennials%2C+77+percent+of+Gen+X%2C+and+48+percent+of+Baby+Boomers+are+active+social+media+users%2C+according+to+eMarketer.%3C%2Fp%3E%0D%0A%3Cp%3EYouTube+and+Facebook+are+the+most+widely+used+social+platforms.+In+fact%2C+YouTube+reaches+more+U.S.+18-+to+34-year-olds+than+any+TV+network.+Remember+that+each+generation+gravitates+to+particular+platforms.%3C%2Fp%3E%0D%0A%3Cp%3EAnd+never+underestimate+the+power+of+peers.+Younger+consumers+are+more+likely+to+explore+content+that+is+%22endorsed%22+by+their+peers.+Based+on+a+study+conducted+by+Collective+Bias%2C+70+percent+of+Millennial+consumers+are+influenced+by+the+recommendations+of+their+peers+in+buying+decisions.+Similarly%2C+78+percent+of+Gen+Z+have+read+a+review+when+buying+a+product+in+the+past+30+days.%3C%2Fp%3E%0D%0A%3Cp%3EChances+are+that+the+first+point+of+contact+with+your+brand+is+a+Google+search.+If+the+user+is+on+a+mobile+device+%28more+than+half+of+searches+are%29%2C+Google+My+Business+listings+will+likely+be+the+first+thing+they+see+about+your+business.+Since+this+is+your+first+chance+to+make+an+impression%2C+these+reviews+must+be+solid.+Take+the+time+to+ask+customers+to+write+a+review+on+Google.%3C%2Fp%3E%0D%0A%3Ch2%3EMake+yourself+easy+to+find%3C%2Fh2%3E%0D%0A%3Cp%3ESocial+media+and+content+marketing+are+ideal+for+keeping+brands+top+of+mind+for+loyal+customers+and+for+boosting+the+chances+new+customers+will+find+you+organically.+If+you+own+a+website%2C+verify+the+site+on+Google+Search+Console+and+see+all+the+keywords+people+are+using+to+find+the+site.+You%27ll+also+see+your+rank+position+from+those+keywords%2C+which+you+can+use+to+prioritize+for+SEO.+For+example%2C+if+the+site+is+not+in+positions+1+to+5+for+the+most+important+keywords%2C+you+may+want+to+build+out+a+content+strategy+to+target+those+keywords+specifically+and+improve+your+ranking+over+time.%3C%2Fp%3E%0D%0A%3Ch2%3EConclusion%3C%2Fh2%3E%0D%0A%3Cp%3ENew+technologies+are+making+it+easier+to+gain+direct+access+to+and+understand+customers.+They+don%27t+replace+personal+interaction.+In+fact%2C+quite+the+opposite+is+true.+Today%2C+tomorrow%2C+and+into+the+future%2C+you+can+use+technology+to+enhance+your+relationship+with+your+customers.%3C%2Fp%3E%0D%0A%3Cp+style%3D%22border-top%3A+1px+solid+%23DDDDDD%3B+padding-top%3A+5px%3B%22%3E%26nbsp%3B%3Cem%3EKurt+Krake+is+president+of+MetricsEdge%2C+a+data-driven+marketing+agency+and+a+joint+venture+with+Riester+Advertising%2C+a+Google+Premier+Partner.+Services+include+data-centric+marketing+analytics+and+strategy%2C+performance+media%2C+conversion+optimization%2C+and+data+activation.+Learn+more+at+metricsedge.com.%3C%2Fem%3E%3C%2Fp%3E
Published: September 5th, 2019

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Multi-Unit Franchisee Magazine: Issue 3, 2019
Multi-Unit Franchisee Magazine: Issue 3, 2019

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