Retention Practice for a Personalized Customer Experience
If you’ve read any business self-help books, the chances are that you’ve come across the Dale Carnegie classic, How to Win Friends and Influence People. Did you know that there is a recent adaptation called How to Win Friends and Influence People in the Digital Age? It’s a great read.
In this adaptation, the authors share why many of the original teachings of relationship building are now more important than ever. We’re living in a time of hyper frequent communication and interaction, and, at this pace, we can’t afford to overlook some of these basic relationship building skills.
As businesses, we have far greater reach than our business-owning grandparents ever did. We have access to people we’ve never met; in places we’ve never been. And while we may get their ear and attention for a moment, this book is a great reminder of some of the relationship marketing practices we need to rediscover if we’re going to maintain success.
Learn how creating a retention practice creates a personalized customer experience that will lead to incredible business growth!
Retaining a Personal Touch is Key for Business Growth
One of the things that the book makes clear early on is that dealing with people is more complex than ever before. In this digital world, there are countless mediums for communicating with customers. New social platforms and apps launch every time we turn around. Each of these new platforms for customer communications promises greater ease and speed than the next. But when we move this fast and try to make our messages so simple that they apply to the masses, we’re bound to start leaving too many of our connections feeling like we’re just more noise in their feeds.
According to MarTech, One of the components of a good customer experience that creates customer loyalty is a personalized experience. All these fast-moving, digital communications have taken most of the personalization out of our relationship building. Customers really want to believe you’re talking right to them, and that you know something about them. They are craving a more personalized experience in their interactions with a brand, and if we aren’t listening, they have plenty of options to replace us.
Take Advantage of Opportunities for Personalized Relationship Building
To retain a more personal touch in your relationship-building efforts, you’ll have to bring your focus back down from the masses. By focusing on a few relationships at a time, you’re leaving more of your contacts better off, feeling far more engaged, and loyal to your brand. And yes, that seems overwhelming and maybe like it can’t possibly be worth the time. But trust us, it is! According to Invesp, When these customers repeat, they’re going to spend upwards of 31% more. Do the math, is it worth your time?
One area of your relationship marketing strategies where you can apply this personal touch is with a retention practice. According to a recent Referral Rock article, a Gallup poll recently identified that only about 38% of a brand’s customer database is actually engaged. There is a lot of room for improvement and potential for increased spend when they purchase.
To begin a retention practice, you simply need to identify a certain number of relationships per month that you will engage with on a more personal level. At The Expressory, we always recommend that you next determine what you will write. Template as much as possible but leave room for that important personalization. This is often one of the reasons our clients avoid executing any of their relationship marketing tactics – Because they can’t decide what to write.
Once you have a message mapped out, you are more likely to sit down and execute that communication on a consistent basis. We recommend when possible, make it a handwritten, physical message. According to a recent study by Temple University, physical mail pieces trigger activity in the area of the brain (ventral striatum) that is responsible for creating desirability. And ultimately, that desirability is what creates the long-term retention.
Create a Retention Practice for Small Business Growth
This may seem like a very old-school, obvious practice, but the reality is that our digital age has forced many businesses away from the basics. Connecting with your customers on a personal level and building that relationship will help your business grow to new heights. The sooner you can recreate this best practice habit, the faster your business will benefit.
If you’re having trouble with the messaging, we’re always happy to help! Feel free to schedule a conversation by emailing: info@TheExpressory.com