The Personal Touch

09/06/2015 13:35:08

The Personal Touch

In the quest to secure repeat business, nothing makes your company more alluring to customers than a well-considered, personalised approach. Making your customer feel special is an art form – but it can be done.  

Adding a personal touch should become an important part of your marketing strategy. You can do it literally, by addressing your customers by name across your marketing material, or more subtly, by doing things to show you care.

So how do you successfully reach customers with bespoke messages to keep them from forgetting who you are?  

1. Consider how you deliver your message

Communication is important, not only in our day-to-day lives but through the different aspects of business. The rise of the internet and social media mean that there are now more ways than ever to talk to your customer. Though often forgotten, email is one of the most effective ways of marketing your business as 95% of online consumers check this at least once a day. Ask yourself what your message is, and which is the best channel to deliver it? Where possible, tailor your message to your consumers. Your customer database should give you some insight to what they’ve bought previously, so could help adapt your email marketing strategy.

On one of your very first encounters with a customer, try handing them something they can take away, which will help keep your brand name at the forefront of their minds. A business card or flyer is perfect for this, since customers can stow it away and revisit it once the need for your product or service arises.

Keep in contact

Once you’ve got their attention, it’s time to keep that relationship going by building a deeper level of brand awareness. Sending your customers a newsletter will help keep them informed of your latest activity, keep up their interest in your brand, and also let them know you value and remember them.

However, be careful not to bombard your customers, as the View from the inbox study revealed that 73% of those who unsubscribe from mailing lists do so due to “too many emails”. It’s good to keep yourself in consumers’ minds but don’t overdo it as it could have a negative effect.

Loyalty card or scheme

Customers like to be recognised for their loyalty to your brand and rewarded for giving you their business. Loyalty cards and schemes can be a great way to increase customer retention, and customers on these programmes can become your best advocates. On average, a loyal customer can be worth up to 10 times the cost of their first purchase, making them vital to keep.

Offer an incentive

Keep current and prospective customers intrigued by sending them a promotion once in a while. For best results, tailor your offering to suit the needs of the consumer. This might involve a bit of market research to get it right, but it will speak volumes to your potential customer base. Don’t just stop at the promotion either – consider how your prospect may wish to be contacted. A recent survey showed that 25% preferred to be contacted by email while 9% were more inclined to contact via text, so find out what your customers prefer before sending out your message via the most appropriate channel. Get this right and they may wonder if this really was an offer made just for them.  

Accept feedback

There’s no better way to encourage strong relations between business and customer than the chance to show them you’re listening – so the next time you’re promoting a campaign or product why not send out a feedback form? More than half (52%) of customers said they wouldn’t spend longer than three minutes filling in a questionnaire about a business, so be sure to keep it short and sweet. This way you’ll get to know what your customers love about you and what they’d like to see you change. You could even offer an incentive, such as a gift voucher, to ensure the forms are returned to you.