Customer loyalty as a marketing strategy: Only those who are happy, paid!


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Only happy customers are good customers - and bring corresponding sales. This ancient wisdom seems many Company still have not understood when looking at their marketing activities. But how are things getting better?

Customer loyalty as a marketing strategy: Only those who are happy, paid! Customer loyalty as a marketing strategy: Only those who are happy, paid!


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Here writes for you:

Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

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Happy customers: how are customers satisfied?

Only happy customers bring corresponding sales. If customers are happy, then they also like to pay and even send a small Christmas gifts during the Christmas time as in the picture mine Customer Solocom, in which I would like to thank in this way for the excellent cooperation and the nice pre-Christmas present.

But how do you make customers happy? By offering them added value, namely what they want, at a price they are prepared to pay for and are therefore satisfied. It can be really easy.

Customer loyalty - better not!

Unfortunately, many companies do not heed this simple rule. Instead, they operate with all kinds of marketing tricks and strategies. For example, to telephone address lists from the IHK for advertising purposes. It's just not a good marketing strategy. It may also fall under unfair advertising.

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When I checked my box at the Chamber of Industry and Commerce for “We may pass on your information for initiating business”, I had no idea what I was trying to do. Exactly: advertising! Because in fact every other member of the Chamber of Commerce and Industry can now request my company name and my contact details as well as my field of activity if they want to initiate business.

Bad advertising: standard slogans, wanted over-friendly

A Bonn publishing house, which is notorious for such marketing actions, apparently wanted that: I met their business attempt in the form of a telephone call. Wanted overfriendly penetrated me by heart the learned little proverbs of the too nice lady in the sales department in the ear.

What I really hate about such calls: The concealment tactics, which should not let the called customer notice that something should be disclosed to him. Because of, I would like to send something and I would then have the opportunity to relate it ... blblbla .. spooled the lady emphasizes joyfully her proverb. So it took a whopping five minutes to realize I wanted to get started.

If the audience matching is wrong

But the reason for that was that, with the best of my will, I would not have guessed what kind of product one wanted to sell to me: a self-employed letter, an apparently monthly publication for business start-ups. The lady also came to this realization herself when I revealed to her that she had written several books on this subject.

"Oh" she stammered apologetically, apparently completely out of step "Then you probably don't need that ..." "No" I said gently and hung up.

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At least she immediately understood that it was really embarrassing. It doesn't do much Senseto simply call through an address list. And it doesn't exactly testify to good customer service if I don't inform myself a bit about the potential customers - after all, what is Google for?

Trends and developments in marketing

After all, if you're looking for a job, you should not go into the job interview unprepared or send standard applications. In addition, one inevitably asks oneself: what is in the publications, if the marketing strategy of the company is so? Also just crap?

In any case, in the age of Communeties, Social Marketing, Viral Marketing and Artificial Intelligence, this scam is more than antiquated. Because the new developments have some unpleasant side effects. One of them has already happened: Traditional marketing is increasingly on the decline.

Revolution in the minds of customers

Because digitization has sparked a revolution in the minds of potential buyers in terms of marketing: buyers have emancipated themselves. They have networked and are thus increasingly independent of the advertising machinery of the seller.

After all, if you want to buy something, you no longer just have to rely on advertising or perhaps wait for the next product test by Stiftung Warentest. No, if you want to buy something, look in the Web in the numerous product test forums or on relevant blogs in the opinion of other users or makes his own opinion known to others.

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Marketeers: have patience, build trust!

So what do marketing companies need to do to use this development for their own purposes? First of all, be patient. Do not spam customers indiscriminately using the watering can principle with advertising. Because the laws of digital communication can not be used in a schematic way and certainly not transferred to all and every situation.

And then: marketing in moderation. First analyze the target group, then spread the marketing message accordingly. And always keep in mind: Good advertising works above all through trust. And how to win this is shown by the following example:

Being nice to customers pays off

Some time ago I got per eMail an apology from a mail-order company where I had ordered something some time ago. In the end, I almost ordered something: Because the ostensible apology was just a perfectly camouflaged marketing message.

The eMail was simply provided with "apology" in the subject. "Why, why?" I thought and clicked on it. Then I read:

Hello, Due to a technical problem yesterday, not every customer was able to easily order. Therefore, and for the inconvenience caused to you, I would like to apologize to you first of all. Since your satisfaction is most important to me, today I have a very special offer for you as a small indemnity: Article XY for only 7,79 EUR without shipping costs instead of the usual 13,90 EUR. Order now article XY - Only 3 days valid. I hope that I can continue to convince you as a loyal customer of our advantages ...

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Just a click - and what happens then?

What should I say: I was about to press order button. Then the red warning lamp in my head lit up: Attention, advertising, spam, you do not need the article. Of course, a glance at said website shows: There are always such special offers. Nothing special, then.

It has been scientifically proven that customers are more likely to use the word discount. And this is exactly the effect that was felt here. Whereas the "nice" apology made me die eMail read through to the end and not like the many spam advertisingeMails, leave unopened in the junk folder disappear.

What Marketeers Can Learn

With nice being, you keep on getting Best of HR – Berufebilder.de®Author Michael Moeslang wrote, meaning that executives should be nice to their employees. But this theme also applies right here. One apologizes first to the customer, who actually had no damage, and thus creates the feeling of trust.

Then comes the perfectly camouflaged marketing message. Customers, be careful!

But, dear Marketeers, who are trying to convince customers with aggressive methods, you should cut a slice of it. Because being nice and building trust will pay off. Always.

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  1. Holger Prieske

    “To be nice” is more like “It pays to fool your customers”. You can't seriously recommend this to someone to imitate.

    The more advertising someone sends me, the less sympathetic they become to me. Suppliers that I can address when I need him are my favorite. Once a year for a special occasion, “Hello, we still have it”, you can put up with it.

    But if this is based on a one-time purchase before 10 years (something I really have), then it just annoying, and then the receiver pushes sometime on the spam button.
    And if many do, then the sender of the supplier comes straight to the blacklist of preset spam filters, the major e-mail providers.

    • Simone Janson

      Thanks for the constructive reference to the eMail-Providern.

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