Giving the Unexpected to Your Customers

In a relationship marketing platform, creating lasting relationships with customers is integral to a successful marketing plan. Creating strong affiliations and contacts through superior customer service is the first step towards a successful relationship marketing platform, but it is also important to develop ways to give the customer more than other companies are providing and

In a relationship marketing platform, creating lasting relationships with customers is integral to a successful marketing plan. Creating strong affiliations and contacts through superior customer service is the first step towards a successful relationship marketing platform, but it is also important to develop ways to give the customer more than other companies are providing and more than the customer expects.

What can you give customers that they cannot get elsewhere?

If you are operating in somewhat of a niche market, chances are you are already offering something that it is difficult for customers to find elsewhere. But, in a competitive marketplace, what can you do to distinguish your business by giving your customers something that they don’t typically get from other companies?

A few common ideas that are not universally implemented are free samples and discount coupons with each order. Another good idea that is only implemented in a handful of places is birthday recognition, either just via an email or a card, or by offering special discounts or free samples to customer during their birthday month. People love to get something for free and a high percentage of people who are given a coupon for a free item never actually redeem it, but the feeling of goodwill and loyalty is planted.

What can you give customers that is totally unexpected?

This is in somewhat of the same vein as the above suggestions, but with a slightly different slant. Doing something for your customers that is really unexpected and out of the ordinary will distinguish you to your clients, and may lead to word of mouth referrals.

How about a follow up email after an order to be sure that the customer is happy with their products? Instead of a free birthday coupon that the customer can redeem, how about just sending a small sample with a birthday greeting? What about automatic re-order email reminders? Email reminders are popular for products like contact lenses, but how about for coffee or skin care supplies?

Thanking potential customers who don’t make a purchase

What can you do to implement a platform to thank customers who don’t end up buying from your site? This may sound a bit odd, but if you have reached out to a new client, yet they don’t make a purchase, it is still a good idea to than this person for their time and consideration. This is not a widespread practice, we typically only thank people who make a purchase. The idea here is that just because this person did not make a purchase at this juncture does not mean that they never will. If they are thanked in an elegant way, even though they have not made a purchase, this will distinguish your company to them, and cause them to think of your for possible future purposes.

All of these strategies are suggestions of ways to help you strengthen the relationship marketing platform for your business.

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