Sunday, July 22, 2007

Customer Relationship Management (CRM) - Don't overlook it's importance!

The following are efforts that can be used for bonding or conversion. For bonding, it can help build relationship and add to LTV (lifetime value) of customer:

--An effort doesn't need to lead to a sale or inquiry to be considered effective
--"Passive" communications, such as a birthday card, a thank you note or a "just because" card assist in CRM efforts
--Freemiums all add value (i.e. eBook, a .pdf of valuable editorial content or white paper emailed to leads and/or subs)
--If all of your communications with someone are about getting something from them, they will tend to tune them out and not be as responsive. But if peppered in that communication you have a genuine peer-to-peer relationship message, they will more open to other messages, and will feel like you are building and investing in a genuine relationship. (
--During rough times, don't bury your head in the sand, use this opportunity to communicate with your clients. Send a personalized email, audio email (with recording), schedule outbound calls (either live or voice reach), or schedule a teleseminar. You can't control external factors, but you can control how you communicate and reinforce your commitment to your clients.
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