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The Use Of Customer Communication In Finding And Keeping Customers

The Use Of Customer Communication In Finding And Keeping
Customers

By Jesse Davis..

In the past many companies concentrated their marketing efforts on customer acquisition. Over time, however, it became clear that in the long run it's much cheaper to sell to an existing customer than to find a new one. Customer retention has become the new buzz word. To reach a high customer retention ratio, customer communication is very important.

One can define communication as a two-way avenue in which information flows to and from the customer. To start off with you want clear and helpful information about your services and products to flow to the client at the right time. You also want information about the client to flow back to you, so you can modify your marketing efforts when needed.

This two-way information flow can take many forms. Messages can be conveyed to the consumer by utilizing radio, television, newspaper, Internet and direct mail advertisements. Email campaigns and press released are other options. Getting info back from the customers are more difficult. Opinion polls, feedback forms, surveys and market research are a couple of methods to employ.

Personal contact remains your best way of building a positive rapport with your customers. No sales hype in the world will counteract a bad experience a customer had with a rude clerk in your sales department or with someone in customer support who was unhelpful and abrupt. All your staff members should be trained in how to deal with customers.

At some stage or another most customers are going to communicate with your business by phone. This is why you should train all your staff members in telephone etiquette. Even sounding frustrated or bored over the phone could put a customer off permanently. Both your tone of voice and your choice of words are of paramount importance when dealing with customers.

Professional customer communication will make sure no misunderstandings arise. It will create a relationship based on trust between your company and the customer over time. This is the cheapest and most effective way of building customer loyalty.