My June birthday was an exciting one highlighted by good company, deliciously prepared food, fantastic presents, and glorious Pacific Northwest weather. To my surprise, I also received many birthday greetings via email and post. Not from friends or family, but from businesses I’ve either registered with or visited in the last 2 years. I can recall receiving 1-2 birthday notices from businesses in the past, but this year, I had 9 businesses wish me a very happy birthday. A post card with a 10% birthday discount at my local naturopathic clinic was my favorite.
In a data driven world, this emergent marketing strategy helps businesses connect with their consumers and/or customers. Remembering a client’s birthday (even if it is technologically automated), produces feelings of gratitude and shifts the business to a position of prominence. This realization resulted in contemplating how a business can strategically increase their customer satisfaction through organic marketing efforts. Often times, mass emails, obvious automated messages, and over-the-top communicative expressions don’t connect with the customer in an effective way.
Most people are fully capable in detecting whether or not a person is, what I coined, authentically certified. It’s unfortunate that some businesses/institutions I’ve walked into have viewed me as a breathing, monetary additive. Don’t get me wrong, I understand every business operates by some sort of revenue/monetary model – that’s expected. However, the customer doesn’t need to blatantly be treated as a contributory asset to the businesses’ financial model. So how does a business proceed in this matter?
As a business owner, ask yourself one question when developing a marketing strategy, campaign, or tool: Would YOU want to be communicated to in this way?
Our external perceptions are often reflective of our own expectations. When a business owner consistently asks this question in regards to the company’s marketing approach, the probability of successfully connecting with your client and/or customer increases. Humanity is more analogous in these social matters than we come to believe.
How has your business managed customer loyalty, satisfaction, and connectivity? Knowledge is power – share below!