Make Use Of Direct Marketing To Enhance The Customer Experience
What exactly is customer experience? It is the perceived value of your services and organisation as a whole in the mind of the customer
. A rich customer experience constitutes:
* How the customer is being treated when trying to approach your organization and in general?
* How worthy do you consider his response?
Direct marketing is a tool in the hands of organisations to gain an insight into the minds and ultimately judge the responses of the customers. It is directed at customers as mails, letters or calls and the frame of mind of the customer is gauged through his or her response. Direct marketing carries more significance with online businesses where there is no face to face interaction between the customers and the organisation. In such a scenario, the organization is left with nothing to know about its revenue generators.
Online businesses make more use of e-mails to generate responses and follow the customers because it is a cost effective and speedy medium of communication. Generally, thousands of mails are forwarded at a time and even if some hundreds are replied back, it means the organisation has a good image in the minds of its customers.
Being direct with a targeted audience, it is free from the costs and vagaries of intermediaries and chances of manipulations in the final result. Moreover, it is more focused upon gathering the positive responses from a bulk database.
The success of any direct marketing tool depends upon the ability of the people handling the process. Since it aims to maintain communication with the customers, standard business and general etiquette have to be followed. Proper follow-up of the responses is equally essential to arrive at some concrete results.
Direct marketing can be exercised by any organisation and at any point of time. In fact, it should be employed as a continual business method to make its customers feel that they are thinking of them and their response and feedback is important to them. Obtaining positive customer experience from time to time is beneficial for the organization both ways in increasing their customer base and enhancing their reputation in the market.