Attract & Engage
Convert & Retain
Deliver & Delight
Build & Manage Relationships
Relationships start with conversations, for that you need to create a connect with your target audience.
You need to listen with care and empathy to get their issues, concerns, needs and requirements on board. Then analyse the context, the pathways to delivery, barriers if any, to identify key priorities and draw up an action plan.
You respond based on the above analysis, for which you’ve listened carefully, while having ongoing conversations with your target audience. Now you’ve begun to close the loop.
Your audience is now ready to listen to you. And you’re ready to promote your brand, your initiatives, your relationship model and your business goals.
You ask for feedback to assess the impact and make course corrections wherever necessary, to keep the relationship on track. And you continue to listen…
A Strategic Approach
Customer Profiling/ Segmentation
Know your customer, define your target audience, identify their basic characteristics.
You can use demographic variables like age, gender, ethnicity to understand who is your customer. You can segment them by usage behaviour or attitudinal characteristics. This helps you tailor your offering and customise your messaging for best results.
Customer Profiling/ Segmentation
Know your customer, define your target audience, identify their basic characteristics.
You can use demographic variables like age, gender, ethnicity to understand who is your customer. You can segment them by usage behaviour or attitudinal characteristics. This helps you tailor your offering and customise your messaging for best results.
Customer Journey Mapping
Where is the starting point of your interaction with the customer, which is the point of fulfillment and how do you close the feedback loop.
From visibility through advertising to merchandising at a retail point, from ordering online to getting in touch with telephone customer service, the customer has many opportunities to get exposed to your brand and experience your product/ service delivery. If you wish to influence the customer, convert her to your brand and retain her with a competitive offering, you need to know where. Thus mapping.
A/B Testing & UX Research
After knowing who is your customer, where does she interact and how, you need to know what.
What works for her, what doesn’t. Knowing her preferences, A or B or maybe a yet to be offered C. Optimising your product/ service delivery requires testing the options and assessing their respective performances. Your decision-making depends on testing and your business depends on your decision-making.
Competitive Analysis
But you’re not alone, you’re in a market with many competitors vying for a share of customers, share of business.
You need to assess competitive offerings as much as you do your own. You need to benchmark, you need to set your targets so that your brand has an edge over competition. Thus performance analysis for your initiatives needs to be conducted not just in absolute terms, but also relative to competition.
Tracking Studies
In a dynamic environment, especially in today’s uncertain markets, you need to know now and you need to know often. Thus tracking.
Tracking your brand, tracking your competitors, tracking the overall market lets you prepare for the ups and downs. Your inventory, your spends, your staffing, your fund-raising, all depends on advance planning. And the trends will not be visible unless you capture multiple datapoints sequentially and in a comparable format.
A Lens On Relationship Management
