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 is a publisher, German Top20 blogger and HR communication consultant. Profile

Happy customers: how are customers satisfied?

Overview

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.

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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!

Overview

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

When I made my mark on the application for the Chamber of Commerce and Industry at "We are allowed to pass on your information for the initiation of business", I had no idea what it was that got in my way. Exactly: advertising! In fact, every other member of the Chamber of Commerce and Industry can now ask for my company name and contact details as well as my field of activity if it wants to initiate business.

Bad advertising: standard slogans, wanted over-friendly

Overview

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.

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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

Overview

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 they do not need that ..." "No," I said in a friendly tone and hung up.

At least she understood right away that it was really embarrassing. It does not make much sense just to dial through an address list. And it's not exactly good customer service if I do not know a bit about potential customers in advance - what is Google, after all?

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Trends and developments in marketing

Overview

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

Overview

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!

Overview

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

Overview

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 "sorry" in the subject provided. "Yikes, that's why" I thought and clicked on it. Then I read:

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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 ...

Just a click - and what happens then?

Overview

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's been scientifically proven that customers tend to access the word discount. And exactly this effect was used here as well. Whereas the "nice" apology made me think that eMail read through to the end and not like the many spam advertisingeMails, leave unopened in the junk folder disappear.

What Marketeers Can Learn

Overview

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.

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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

    Being "nice" is more like "It's worth your kidding". You can not seriously recommend this to someone for imitation.

    The more advertising someone sends to me, the more unsympathetic he becomes to me. Suppliers whom I can address when I need them are my favorite. Once a year for an occasion a reminder "hello, we are also still", you can be so pleased.

    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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