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How to Build Customer Relationships (Not Just Profiles)

In digital marketing, there’s a propensity to inadvertently strip your leads down to just numbers and profiles. Rather than getting to know them, you just record their information and move on to the next person. Instead of seeing them as people, you see them as characteristics to be used in your next marketing campaign.

At its core, this strategy isn’t entirely wrong; you do need that information if you want to succeed. The problem is that it’s short-sighted and can dehumanize the process, preventing you from developing real relationships with your customers. Today, we’ll teach you how to get that human aspect back.

Use a CRM

If you’re still recording leads and profiles on traditional spreadsheet software (or worse yet, Outlook contact lists), it’s time for a change. Customer Relationship Management software is one of the best tools for building relationships without sacrificing your need for data along the way. Most newer CRMs let you access critical characteristics data while also tracking the customer’s interactions and relationship to your business from the moment of introduction to remarketing.

Track, Track, Track

In order to develop relationships, you need to know how, when, and where people are interacting with you along the sales funnel. This goes beyond just jotting down a note like, “customer called 9/10/2017” and verges more into multi-channel tracking with detailed event notes.

For example, let’s say Customer X visits your Facebook page on a Friday, and makes a friendly “cool products” post. On Saturday, he orders a product. The following Thursday, he telephones in because he still hasn’t received the product and wants to find out what’s wrong.

Ideally, you (or your support reps, if you have them) should be able to see all instances of communication up until that point – including what was said and who Customer X spoke to.

When the representative can take cues from past interactions, saying, “I see you ordered on Saturday after visiting our Facebook page,” customers feel appreciated and supported. Conversely, saying something like “I see your order date is Saturday” has a much different feel. It’s about really listening to what the customer is saying and valuing their past interactions no matter who’s doing the talking.

Be Contactable on All Platforms

You’re on Facebook, Instagram, Twitter, your website, and SnapChat. Your social media campaigns are winning you a lot of attention, and now, your audience has questions. Are you answering them or simply driving them to a telephone support number?

Today’s consumers are incredibly savvy. When they have questions and see your business on social media sites, they expect to be answered. It isn’t logical to them to be refused and sent somewhere else (especially if the “somewhere else” takes more effort or time).

Instead, you should make it possible for your social media managers and posters to answer questions right on the page when it’s feasible to do so. Don’t be afraid to interact with your customers and get to know them. Social media managers should be encouraged to sign off each post with their name (or a nickname) so people can get to know them, too.

Ultimately, building relationships is about being human and relatable as a business. The more human and approachable you feel, the more information people will share with you and the more you’ll learn about your audience.

Need help managing your social media pages or building relationships? Contact Go Digital WSI.