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Remember, in a high-tech world, it’s still about people
By David L. Rawle
Marketing Matters
I know. I know. We live in a high-tech world of communications and marketing, and we all tend to become obsessed with the power and possibilities of technology.
Our firm regularly develops and implements complex high-tech marketing strategies for our clients. And they work.
But let us never lose sight of the most important component of communications: people. More than just the people themselves, it’s people connecting with people and building relationships. After all, successful marketing is all about causing people to feel a certain way or to take a certain action. It all goes back to people.
Recently I received an acknowledgement of what I viewed as a significant contribution to a locally based nonprofit. The letter came from someone I’ve known for decades, I see all the time and would consider a friend. Yet the salutation was “Dear Mr. Rawle” and the signature was his complete name: first, last and even middle initial.
Was he so busy that he never took the time to look at his list of contributors and send them an appropriately personal acknowledgement? Did it make me feel as though my contribution really mattered?
On the other hand, in the same batch of mail, I received a solicitation brochure from another local nonprofit. Inside was a star-shaped post-it with a hand-written message: “David—Your sponsorship would mean the world to us. Thank you! Patty.” Her enthusiastic and personal note was a great encouragement to be positively responsive.
Later that day, I stopped by Piggly Wiggly to buy groceries for dinner. It was that busy time when there are typically lines at every open checkout counter. I watched as the Smile Manager—a very successful customer service program at the Pig—opened an additional checkout counter and gracefully handled the overflow. He was making his customers feel good about shopping there. That’s something Wal-Mart seems to have no idea about.
Customer service. It’s at the core of every marketing relationship. And, even in our high-tech world, we all need to maximize our one-on-one relationships with customers.
How you maximize the attention you give to your customers depends, of course, upon the dynamics of your individual business. But I think there’s a common sense approach that always applies, regardless of your business or industry. A few thoughts to consider:
Start by treating your customers as you would like to be treated. How basic is that? Moreover, how rare is that?
Learn as much as you can about your customers. That means listening to them. It also means gathering and analyzing data on them and their buying patterns.
Treat all customers as individuals, but also recognize how customers can be categorized into a series of clusters, each of which merits distinct marketing and communications initiatives.
Interact with your customers as much as possible. Provide them with numerous ways to provide you with constructive feedback.
Use what you learn to continuously improve your marketing and communications.
And, finally, something I think is really important, but is so rarely practiced: Surprise the customer, by always exceeding expectations.
I was ready to stand in line at the Pig, but the Smile Manager surprised me. He opened up a new line, and presto, I was going out the door. I felt that I had gotten away with something. And I had. I had gotten away from a wait with a great feeling.
David L. Rawle is chairman of Charleston-based Rawle-Murdy Associates Inc., a marketing, advertising and public relations firm. E-mail him at drawle@rawlemurdy.com or visit his blog at http://davidrawle.blogspot.com/.
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