April 3, 2012
I’m sure you’ll answer yes, but are you talking with them or at them? We all assume that email or phone calls are the best way to communicate with your customers. I’m surprised when I ask our clients that question that it’s based on their assumptions on how their customers wanted to be contacted.
It’s interesting that we all want to build relationships and engage our customers, but if you think about it, you’re doing it on your terms not necessarily on theirs.
Here’s what I’d suggest. Have your customer service department contact your customer base and ask them how they want to be contacted (most of this can be done on regular inbound calls), for example, regarding new products or new training that’s available. You may be surprised at their answers.
For new products, they may want a one-on-one with their salesman, and for training, they may want to be contacted by email. They should touch most of your customers in a normal period of a month or so, and for those that are reached from inbound calls, start an outbound campaign to those that haven’t purchased for some time. It will give your customer service people a reason to reach out, and who knows, they might even sell something!
I’m assuming you’re working with some sort of CRM system that can be updated, and when new things come up that need to be shared, you have a better chance of getting that message out if you deliver it the preferred way the customer wants.
Give it a try and let me know how it works for you.