Looking to connect with your clientele? Digitized transactions between you and your customer have changed the sales process for both business-to-business and business-to-consumer companies.
But the proliferation of technology doesn’t mean that relationships don’t matter. In fact, relationship management is one of the best things you can do to differentiate your company from others.
When many organizations focus on only the numbers, ignoring the human side of the relationship, you know better. Technology advances are a complement to the humans on both sides of the sales funnel. But to be successful when blending tech with free will and independent thought, understanding what tools are available is essential.
1. Show up where your customers are.
You’d never load your bow and release your arrow blind. So why do so many organizations mimic this practice with their tech?
In reality, many companies operate off of a template of assumptions, which leads to misguided pitches and wasted resources. They may have a target, but they’re using the wrong approach to get there.
However, attentive leaders drive results by learning more about their customers’ habits and how to naturally integrate with their lives.
Essential business tools, like WiFi, can unlock key customer data that can drive marketing efforts to the next level. Tools like Plume Workpass serve as an integrated workforce solution that can deliver customer insights that fuel business growth.
On-site WiFi connects you to customer behaviors across browsing habits, app use, and in-store time. Through a simple opt-in, customers agree to share information in exchange for complimentary connectivity.
You can then use your analytics report to understand your customers’ habits to improve their experience. Review their most commonly used apps to focus your efforts on both social media engagement and advertising.
2. Anticipate customer needs with smart solutions and service.
Guessing what your customers want and need is one of the most coveted skills of any business leader. While you can’t acquire the ability to read minds, you can tap into the data that many tech tools provide.
Review your call center reports for the most frequent call reasons and use that information to anticipate customer needs. Deploy chatbots to respond to common questions and you’ll be able to provide a quick resolution to frequent inquiries.
Follow this practice across your social platforms, as many now offer chat features. Instead of shouldering your social media managers with the task, build out a robust bank of responses.
Do more than just answer Yes or No. Strive to improve overall customer care with dynamic responses and additional information. Use links, educational videos, and other assets to provide a rich response with contact information if it’s needed.
The less friction you create between you and your customer, the more valuable your relationship will be.
Assess your sales data to determine if some choices are being made more than others. Skipping over certain offerings could indicate product confusion, disinterest, or lack of need.
In restaurants, too many choices can lead to decision paralysis for customers. Trim your menu options to the highest sellers and fan favorites to boost sales and decrease waste.
3. Use data to do more than sell.
Data can often be self-serving for the companies that acquire and track it. But, when used with compassion, data can expose opportunities to connect with customers individually.
It’s tempting to group customers into personas, identifying key threads between individuals. While this practice is an engagement best practice, it shouldn’t be used exclusively. In fact, close observation of customer data and a willingness to act on it quickly can create a lasting impression.
For example, McDonald’s recently displayed this through a customer experience that used data to not only connect but to care. A customer placed an order for delivery to a hospital room.
While the data element of a delivery location is an essential piece of information, the interpretation is what matters. McDonald’s understood that a hospital room delivery could indicate an illness or life event deserving of compassion. The note offered well wishes for the recipient, while not making assumptions about their condition, and gave them the order for free.
While it’s not always possible to give away meals, goods, or services in exchange for loyalty, the tactic has value. Acknowledging customer data, repeat order milestones, or new product purchases offer chances to connect authentically. These rich experiences build loyalty and offer context for happy customers to share with others.
Use technology to create relationships.
Relationships are the foundation of the most important parts of life.
At work, at home, and during free time, relationships drive customer choice and repeat behaviors. Deploy the right technology to connect your customers with the right information and opportunities, and you’ll increase customer loyalty.
Present sales opportunities to target existing customers based on their engagement, using data to nurture relationships. Moreover, your attention to presenting your target and existing customers with the right pitch will resonate and boost conversions. No one likes to receive misguided sales pitches.
Your mindful use of technology can narrow your focus in a productive way. Data, the right tools, and your mindfulness can help you create authentic relationships that deliver results.