The following was excerpted from an article by Customer Communications Group. With the exploding adoption of client engagement as a marketing tool these days, I found this article worth repeating.
Why use customer communications? Customer communications CAN impact your bottom line. The case to use customer communications mirrors in many ways the case to invest in relationship marketing. A customer communications strategy may be for you if your objectives are to:
- Enhance your relationships with your customers
- Upsell and cross-sell products and services
- Retain customers (especially best customers)
- Build loyalty and advocacy among customers
Build Credibility Newsletters allow you to build your company’s credibility as an expert by providing customers with educative information.
Convey Information Got a lot to say? Have plenty of information to share? Customer communications work well if you need to convey complex information about your products or services on an ongoing basis.
Break Through the Clutter Customer communications can be an excellent tool to break through junk-mail clutter. If it offers valuable information to the customer, rather than just trying to sell products, a newsletter can become something that the customer anticipates, especially when sent frequently and regularly.
Deciding Whether to Seek Help or Go Out of House. Don’t have the resources in-house? Consider taking your project to an agency. Being consistent is the key.Published by Customer Communications Group, Inc., a full-service agency specializing in relationship marketing and customer communications. Our comprehensive, turnkey services include data analysis, customer segmentation, strategic consulting, account management, creative execution, print production and multimedia solutions. © 2002 Customer Communications Group, Inc.