Reconnecting with your customers
Is it important or valuable to reconnect with your customers?
Have you ever stopped to think about customers?
No, not customers who are your customers, but customers in general.
Have you thought about why they are customers, what they are looking for when they become customers of your company? Of course not. But if you did stop and think about it, how hard would it be to go back to the drawing board and rethink all your marketing communication with your customers?
It wouldn’t be easy would it? To go through everything that is out in the open with regard to communication between you and your customers — whether it’s information on billboards or flyers or advertisements or campaigns-and really think about how much sense all this makes. If you want more customers then yes, it makes very good sense to market your products and services. But if customers are customers because they have reached a point where it’s the only option left, then there is a very good chance that what you will offer through this marketing communication isn’t going to be all that attractive or engaging for customers. This is especially true if customers already have a history of receiving generic messages from you, sending customers running in the other direction, choosing to use a competitor instead.
Old habits die hard so when customers see the same messages coming at them time and time again-the messages becoming increasingly less personalized — it’s not uncommon for customers to become increasingly less interested in business communications with companies. But how does this happen? How can customers find themselves disconnected from businesses?
The answer is simple: businesses choose to stop communicating with customers. And the reason they do this? Because customers have stopped talking back. In other words, customers have stopped responding — customers aren’t actively engaging businesses and that’s all it takes for companies to feel like customers are no longer an important part of their business strategy.
Of course customers still want and need information from companies and it would be foolish (and inefficient) for a business not to continue to offer them products and services through communication channels such as websites or social media platforms or newsletters or press releases or mobile apps; but only if these communication channels provide personalization and engagement opportunities-opportunities where customers can actively engage with business communications than passively receive communications (passive customers are customers who can easily disconnect from businesses) — opportunities where customers feel like they are being heard by the company.
The reality is customers don’t want to be shouted at anymore-they don’t want companies to tell them things that don’t matter or that they already know — customers these days want interaction, customization, uniqueness, personalization and most importantly value for their money. We all have a very short span of attention when it comes to marketing messages so if you want customers to not only hear your messages but also internalize them then make sure you are offering customers something unique in exchange
A perfect example of what customers look for in terms of communication between themselves and businesses is the Uber app on’s smart phones.
On a customers’ end, customers can skip the line, customers get a lower fare price and customers don’t have to talk to anyone who isn’t their friend.
On Uber’s end customers get more money from every ride because customers use a credit card stored in the app for payment purposes-customers don’t have to wait in line or carry cash and customers get a better rider rating (which is an important feature for riders seeking to make sure their drivers are mindful of safety while driving). So there’s clearly value on both ends with this customer/business interaction.
While it may be true that most customers will not actively seek out opportunities where they can engage businesses, it does happen on occasion so if you really want your business strategies to stand out then customers recommend that you seek out customers where customers are.
You can always contact us for guidance in anything related to Marketing, Investor Relations (IR), and Public Relations (PR). We are an award-winning firm and have been featured in the media as well, so surely we are experts in all these fields. Don’t worry, we will have solutions to all of your marketing problems.
Patricia Baronowski-Schneider
President
Pristine Advisers
Tel: 631–756–2486 | Fax: 646–933–0177
E-mail: pbaronowski@pristineadvisers.com
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