The concept of “Relationship Marketing” is a powerful way to build lasting relationships with your customers. Unlike many marketing strategies that focus almost entirely on the sale, relationship marketing is a philosophy that is focused on building long-term customer relationships. While traditional marketing approaches are primarily transactional in nature, relationship marketing is relational.

How can you build more lasting and profitable customer relationships? One way is with our own Customer Communication Center, a next-generation software solution that helps businesses effectively engage with customers and manage these relationships. But making the most of everyday documents requires a strategic approach. Customers today want their information delivered their way. Don’t worry, with Adaptive HTML, your transactional documents can be delivered to smart phones, tablets, PCs or traditional mail. Here are a few things to consider.

  1. Relevant

Relationship management goes beyond intrusive advertising and demographic data-driven sales promotions. Let’s face it; nobody likes to be spammed with offers they’re not interested in. Targeting tailored and personal messages at customers according to what they are interested in is an essential tenant of effective relationship management. Check out this short video on how to do it with Customer Communications Center.

  1. Give loyal customers preferential treatment

Why not make the most of your best customers… the ones you already have? After all, it costs five times more to land a new customer than it does to keep a current one. So it is important to identify customers that have been loyal to your business and reward them for their continued support. Give them special offers, let them know about new products first, and invite them to special events.

  1. Move from transactions to relationships

Old-style marketing mostly focuses on sales transactions; relationship marketing focuses on creating and maintaining a more personalized and lasting customer experience. In order to do that you must make an effort to get more involved in your customer’s world. Work to understand their habits, activities, needs and objectives. From there you are in position to become more than just a supplier and instead be regarded as a partner.

  1. Take your time

Relationship management takes time. Don’t expect to build the necessary level of trust with your customers overnight. Relevant content, thoughtful communications and consistent value are the keys to unlocking customer loyalty. Be careful not to come across as fake or insincere. With DocOrigin, companies have a reliable technical foundation from which to make the most of relationship management over time.

Moving Forward

In our increasingly socially-connected business world, one important differentiator is simple: Be thoughtful about your customer communications. After all, what you say and how you say it can have a great influence on how customers perceive your company and your brand. The more effort you put into your communications, the more effective you will be in engendering a perception of integrity and trust with your customers that will lead to long and profitable relationships.

DocOrigin lets you manage all of your customer communications with relevant, meaningful and authentic content. Contact us today to learn how.

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