I was recently asked to speak about how to build relationships with clients, in this case for a realtor association. In preparing for the interview, I got to thinking about customer privacy and how important it is to build a mutually beneficial relationship while at the same time respecting the customer.
Customers don’t want to be automatically segmented and followed as they go about the web, viewing different sites. An article on Business2Community by Owen Ray says that
“The tracking cookie is crumbling. Smart cookie-blocking technology led by Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) now block third-party cookies by default, and even Google’s Chrome will soon get controls that let consumers block cookies.”
If you want to understand more on the topic of cookies I highly recommend this two-part article.
Companies that are truly customer centric know that it is important to build a mutually beneficial relationship where there is something for both parties in exchanging information and services. Many businesses ask far too much of their customers, with little if anything in return. I believe this is one of the major reasons that customers today are becoming sensitive to what and to whom they give any information about their interests, habits, needs and wishes. And why cookies are rapidly becoming a thing of the past.
I, therefore, thought it was useful to review the major points to keep in mind, when a business wants to collect information about its customers in order to offer products and services that better meet their wants and desires.
1. Ask Permission to Gather Information
This should be a no-brainer and yet I still find myself on lists to which I didn’t intentionally, if at all, subscribe! You too?
Whether you are connecting with your customers by mail, phone, email or the web, you need to first request permission to ask any questions and to gather the information you are looking for.
Not only should you ask for their consent if you are not in direct personal contact, but when connecting via email or the web, you should also double-check that permission. You have to ensure that the agreement has been given by your customer and that they are still ready to provide the information.
Being attentive to privacy when starting to build a relationship is vital and shows you respect your customers.
This also means asking them to confirm their consent not once, but twice. Double opt-in as it is known, ensures that your customer is correctly identified and that they have indeed themselves agreed to provide or receive information, or to be put on your mailing list.
Far too often I see requests where the permission is encouraged by using colourful buttons to click, or an implied criticism if you don’t, with phrases such as “No, I have enough sales” or “No, I don’t want to save money”.
2. There Must be Mutual Benefit
When your customer has agreed to provide information you need to thank them immediately. This can be as simple as offering coupons for your products, some valuable information not easily available elsewhere, a free guide or e-book on a relevant topic, or special privileges such as club membership or express shipping. Something that shows them that they were right to agree and that you value their information.
Another thing to keep in mind is not to overwhelm them by asking too many questions in one go. Since your objective is to build a long-term relationship with them, keep it simple to start with.
You can complete the information you require through several contacts over time, with the same customer. This also has the added advantage of keeping the conversation more frequent than it might otherwise have been. Ask just enough to be able to identify your priority metrics and then refine your understanding of them as you gather more information.Your objective should be to build a long-term relationship with your customers, so don't gather more information than you can immediately use. #CEX #CRM #CustomerService #CustomerSatisfaction Click To Tweet
With so much choice available to customers today, it is our responsibility to build an engaging and respectful relationship with them. If there is no trust, there may soon be no sales!
What other ways do you show respect for your customers? Please share your best examples below. Of course, if you have come across a bad example that frustrated that, then please share it too. Let’s name and shame!