All I Really Want
What do your customers want for the holidays? Don't know? Well... have you ever thought of asking? Even Santa needs a little help this time of year.
What do your customers want for the holidays? Don't know? Well... have you ever thought of asking? Even Santa needs a little help this time of year.
“Santa’s not a mind reader,” my mom would say to all us kids a few weeks before Thanksgiving.
She would pester us to write letters to the great “red and white one,” detailing everything we wanted under the tree. I remember paging through the Sears Wish Book for hours, having minor anxiety attacks about what I wanted. Most times, I would walk away from these shopping sessions bewildered and confused.
Mom was Santa’s agent during my times of distress. She would sit me down at the kitchen table and ask me all kinds of questions. She would turn pages with me and suggest a truck or car, baseball equipment, or a new sled.
Moms seem to know exactly what to say — maternal instincts can unveil our deepest thoughts and desires. Over the years, we build inseparable relationships with our moms. They know us so well, and still the questions continue: What size are the kids? What do they like? How are they doing in college? What’s their favorite music group? All are attempts to retain a relationship with a “customer.” There were times Mom would seem to know my next need as if she had a sixth sense. In fact, she had an elaborate database in her brain containing quantities of information on her children and grandchildren. When the appropriate time to send us a message or help us out arrived, she applied this knowledge.
As we move into the holiday season, there’s more sensitivity to the quality of relationships. Recent tragic events have drawn families and loved ones closer together. There is greater understanding of the fragility of the human condition. Communication between people around the world is at a new high. We are in search of meaning and understanding in every relationship we conduct.
The way in which marketers communicate with customers evolves on an almost-daily basis. With the economy limping along, marketing, promotion, and communications budgets are under intense pressure to demonstrate cost-effective achievement of aggressive sales and profit goals. The calculation of return on investment (ROI) has become an even greater focus for companies large and small. There’s a growing realization of the relative costs of acquiring and retaining customers.
How do you create an effective retention strategy? What are the steps in the process? How do you communicate with your customers? How do you protect your customers from the onslaught of competitors’ acquisition efforts? Have you really built a relationship with your customers? Do they even want to have a relationship with you? Have you thought about asking them these questions? If Santa’s not a mind reader, no one expects you to be one, either. Here are a couple of ideas to help answer these questions and better understand your customer relationships:
If you haven’t taken the time to ask your customers what they want, it will be harder to reach your goals and build relationships over time. Be creative and find ways to ask questions that can help you and your customers. You will create a level of communication that can assure you both get what you want this holiday season. It certainly helped improve the “relationship” between Santa and me. (Thanks, Mom).