Receiving relevant communications can be an important step towards loyalty, but the excessive volume tends to pursue consumers
Be called with the name. Win a discount coupon or toast to become a faithful customer of a brand. Realize that a particular site knows your interests well, to the point of suggesting the elements you need. If well used, the data provided at the time of purchase are useful for companies to customize the service and win customers. However, the same resources, if used in excess, can also be a very annoying source.
For Marcos Bentando, teacher at the hub of digital channels a Higher School of Advertising and Marketing (ESPM)This customization is expected and even desired by many consumers. “Nowadays, it is possible to make a humanized service on a scale; therefore, what happens is that, since you have this service in some services, this raises the sovereign of the market and everyone starts to desire this same treatment, even in places where this is not yet available”, observes.
For example, he recalls a consultancy work that has given to a construction company. At a certain point, the way the progress of the work was criticized, with a relationship made by an engineer.
“There were complaints and we tried to understand the reason for the problem. [Alguns clientes] They were thinking absurd that they were able to follow where their food on IFOOD was located, because you have a GPS on Motoboy, in a better way than they could follow a job that cost about $ 50 million, “he says.
‘Qualified access’
For a customization that is relevant to consumers, Blessed highlights the importance of the quantity and quality of the information collected. But, according to him, even when there is a rich database on customers, there are still many irrelevant expeditions. “It is a process that companies still make because they have a cost of access to you that is close to scratches. How much does the sending of another and -mail costs? But then they lose great possibilities of having qualified access to people. To hit 150,000 people, I shot 15 million and annoyed 14 million and 850,000.”
The fact of receiving only content requested is what makes communication, research and documentation Carolina Guastaferro, 41 years old, is satisfied with the care it receives from a health network that brings together various workshops. She, who is pregnant, constantly uses the application of the company to mark your routine exams.
“They warn, from the channel you choose, that the exams have been approved by the agreement, that the results have already come out, what the preparation instructions are,” he says. “They are much less invasive than other workshops, who always send and -mail by calling to make random exams, which I have never done in life.”
New profile
In the marketing area, the concept of public target has always been widely used, which consists in classifying a person by gender, age, income range. Today, the most important thing is to identify the person, which includes understanding their habits and lifestyle. “Personalization is to understand the customer, his consumer behavior, the reason why he must choose you and not me. The personalized offer implies this understanding, which must be very, very studied,” says Guilherme he, company consultant at the support service for small Brazilian companies (Sebrae-Sp).
For him, the best communication tool with customers is today the WhatsAppSomething accessible also for small and medium -sized enterprises. “You just need a telephone number, a device and a person to respond all day,” he says. “But you must also change the mentality of what you ask the customer. The customer registration data should be the data necessary to make new sales, new calls, not RG and CPF,” observes.
Creator of a marketing platform specialized in food, Fernando Nogarini repeated that the understanding of the consumer profile is also fundamental to avoid “gaffe”. “Nothing worse than offering a beef burger to a vegan,” exemplifies.
The main functionality of your startup is a management of customers with customers (CRM or, in Portuguese, management of customer relations). “We integrate with the restaurant or delivery system, draw information and seek understanding of customer behavior, such as favorite products, cycles and purchase frequency. This allows [o estabelecimento] It can perform more creative marketing campaigns, “he explains.
‘Affective rewards’
For Henrique Machado, CEO of Di Matteo Acai, who uses the CRM platform repeated in all his franchises, “emotional prizes” are also a good way to make the consumer unique. For example, he recalls a campaign in which he chose only one customer, the most faithful of his shop in Jales, inside San Paolo – where the network was born – to have access to an exclusive recipe from a fruit cream, which was not on the menu.
“Many people think they have to give only financial reward, discounts, coupons, but sometimes giving exclusivity to some customers who are already a fan of the brand is much more assertive,” says Machado.
Source: Terra
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