Building an "Always On" relationship with your customers occurrs in 5 relationship stages:
We’ve been talking a lot at SIGMA Marketing Group recently about the end benefit we deliver to our clients. For years, we’ve described what we do as a means to improve the marketing ROI of our clients. As our clients juggle new channels, new technology and new media, we realize that their relationships with their customers and prospects have to be 24/7 and “always on.” How we help them with analytics, strategy and marketing technology today really goes beyond just the marketing process, helping them deliver a consistent and relevant brand experience across the entire consumer relationship. Our paradigm has shifted from acquisition and retention.
Today we need to think about every stage of the customer relationship and how we can coordinate and optimize each to improve the overall value of the customer.
The methodology is the same- analyze the customer, use insights to fine tune strategy and then use technology to automate and streamline the interactions any way we can. We just have to cover off on more stages in the relationship. A little simplification certainly helps- while there are unlimited steps in each individual customer’s multichannel interactions with your brand, moving five stages in your planning makes this “always on” relationship a bit more manageable. Below are some questions you’ll want answers to as you build out that 24/7 relationship.