What does it take to build a connection between you and your customer? Forget the talk, look at what businesses are actually doing. What are they doing? On what are the folks spending money and effort?
If you’ve come here looking for the latest thinking on virtual reality, drones and autonomous driving—you’ve come to the wrong place. Marketers are an interesting bunch—we pride ourselves on “being in the know”, with some good reason… Part of our jobs are to stay one step ahead of the game so we are better prepared for the changes that inevitably effect the business of our industry. But in the pursuit of staying ahead of future trends—we often overlook massive shifts that need to be operationalized over the next five years, if not decade.
Is it possible to know your customers simply through ‘at a distant’ listening methods like NPS, post transaction surveys, social media, text mining customer call records etc? I get that many of you are convinced that you do know your customers. You are that you know what matters to your customers. You are that your VoC listening programmes provide you with insight into your customers.
There’s been lots written about customers who deserve to be fired. “Bad” customers call customer service constantly, return products willy-nilly, and otherwise misuse the gifts that corporations bestow on them with their products and services.
Auto-renewals of long-term contracts have a lot to like about them, at least for the seller of a product. If the customer doesn’t have the bandwidth or energy to reopen negotiations, a contract rolls over for another period–one year, three years or more. The supplier wipes his brow and relaxes, with that client’s business in the books.