Talk amongst yourselves: Make sure that your sales and marketing teams are in alignment. This means that they should be communicating regularly to make sure that they are presenting a united front to current and potential clients. Additionally, be keeping these two arms of your company in conversation, they can share data, information and insight with each other regarding the current and aspirational client base. By connecting these two teams both will understand who they are targeting and what traits make for an ideal customer. In addition to face to face meetings, there are a number of digital services and systems that can be incorporated into company infrastructure to facilitate these sorts of interior dialogues across departments.
Social media: Go to the customers. Create conversations relevant to your company and your customers. The easiest place to engage with your customers is on social media platforms. Come up with ways to engage with them there. Not only does this create a great forum for feedback, but your customers will feel actively engaged with your company, its services and products. Consider using tools that help identify trends when creating content on these platforms so that your content is au courant.
In addition to creating a dialogue with your customers through social media platforms, consider incorporating a live chat element onto your company website, and make sure that you have dedicated staff that will respond to customer inquiries promptly. Live chat can provide a quicker alternative to traditional phone-based customer service, immediate customer solutions, and potential leads for the sales department.
Take surveys: Although this shouldn’t be done so frequently that it becomes a deterrent or dis-incentivizes potential customers from engaging on your platform, surveys can be an excellent tool for showing that the opinions of your customers matter.
Positive reinforcement: Find ways to reward customers. Reward those that repeatedly show their loyalty and/or engage heavily with the company. Offer incentives, discount codes and more. Anything that encourages the customers to continue utilizing your services.
The Human Touch: Though this can be challenging at scale, try to find ways to connect with your customers in ways that remind them that there are people behind the company and its services who care about building relationships with the customers as well as addressing their needs. Get creative about how to do this at scale if you are a larger company, and see how regional divisions can help with this as well.
When considering implementing any of these new measures intended to help connect with your customer base, there is one more thing that’s very important to keep in mind. And that is transparency. Today consumers expect transparency, and companies are lucky in that there are so many tools to implement this. And when considering the objectives of your company, take care to align them with the needs of the client. Why is your company and its services or products beneficial to them? And be clear about this. Transparency will take customer building to a whole new level.