Promo Magazine, a publication that encourages its readers to use promotional strategies as part of their marketing mix, recently published a story about how to become more focused on your customers.
Here are some of the highlights featured in the magazine, as written by author Joel R. Evans:
- Be your own customer. Interact with salespeople. Visit all your facilities. “Think like a customer.”
- Encourage employee empowerment. A number of firms have cut back on employee flexibility in “bending the rules” for fear of hurting profitability. Yet, research shows that customers are more loyal when they feel the company listens to them.
- Every firm should offer a meaningful loyalty program. There's no better way to be customer centric than to reward continued patronage.
- Run promotions throughout the year that are NOT price-oriented. Too often, firms view promotions only as “sales,” and run them frequently. However, promotions do not have to just focus on price. (Such tactics typically encourage customers to wait for the inevitable sale and not buy on full price).
- Encourage employees to be more customer centric. All those who personally interact with customers should have name tags — from the sales staff to senior executives. Every person who answers the phone (or makes calls) should state his or her name. Employee photos should be prominently placed. Recognition of good employee performance should be posted.
