As communications and marketing have moved further and further into the digital world and client communications have entered the “computer says no” realm, personalisation has been lost. However, living in an increasingly competitive market environment calls on this very thing, in order to stand out from the crowd.
If you ask yourself nothing else this year, let it be this: how are you getting personal with your clients?
We have helped clients to implement customer relationship management tools and strategies which allow for a personal approach on mass scale. This is the gold dust–it’s manageable, time-efficient and will see return on investment. So, how is it done?
1. Think about it…
List out all the ways in which you can personalise your experience, sending out birthday cards or emails, relationship anniversaries, how long have you worked with them? Then decide which ones are the most relevant and effective to keep clients engaged and feeling like a VIP.
2. Tools are everything
Every business that deals with clients or customers of any sort should have a Customer Relationship Management system (CRM). Choosing the right one can be tricky and it’s always best to seek advice from a marketing consultant who has experience of this beforehand. Much of the resource cost of a CRM is the initial time taken to set it up, so ensuring you choose right is vital.
3. Actually do it
Every time you and your employees meet a business connection, pop it into the CRM. Add all the essential details too! Every time you meet, speak or email these connections, just update your CRM. Many CRM systems will allow you to connect your email inbox to the system which means emails are automatically linked. This small (and what often feels trivial) regular activity will allow you build more meaningful relationships with clients and potentials clients. Simple things like, which football team they support or details about an upcoming holiday create opportunities for you to reconnect and offer that VIP feeling.
Finally, reap the rewards
Most brands that personalise, see a much higher conversion rate. Half of consumers are more loyal to brands that use personalisation. Much personalisation can be automated via CRM systems, it’s a no brainer!
To find out more about how we can help you on your personalisation journey, get in touch.