Relationship: The best way to win customers in 2017

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A pause here so I can show you exactly what Analytics report I viewed that day.

The conversation I transcribed took place in mid-March and early April. The client was receiving contacts far above the average of the last few months, but for some reason she told Thaís, the customer service representative at Buscar, that she was not receiving the leads .

I, of course, ran to test the website's contact form and it worked. So what could be going on?

The next day, I asked Thaís to ask the client about the arrival of leads via email and I sent a printout of the Analytics report .

Then they explained it better and said that the leads were not closing contracts with the company . Now, everything started to make more sense.

We met with the sales team here at usa mobile database Buscar and decided to do a mystery shopper and assess what was possibly happening. Let me pause again to show you a small part of the report we presented to the client after the mystery shopper was done.

With mystery shopping we were able to diagnose the company's customer service deficiencies. Together, we proposed solutions that could be applied to improve customer service throughout the entire purchasing journey .

mystery shopper result 1 Relationship: The best way to win customers in 2017
This whole story is just a real introduction to how companies are losing customers simply because they are failing to engage and create personalized experiences with them.

Relationship marketing and its aspects
The Internet has become one of the major players in today's world : connectivity is driving most of our activities in the physical world, including our social relationships.

This phenomenon of the digital age is changing the way companies are interacting with consumers and whoever falls behind will be losing customers.

The protagonism of the individual
Tip 1: Know your consumer and follow the communities they are part of.

The new relationship marketing is guided by a single element: the consumer. And now your communication strategies must be focused especially on them and their causes.

It turns out that social networks have driven the formation of virtual communities that have allowed users to establish relationships based on similar interests. Pierre Lévy stated that virtual communities create a process of cooperation and exchange and this phenomenon has allowed individuals to increasingly unite.

And what impact does this have? The truth is that there is no advertising more effective than the famous “word of mouth” and, with the rise of virtual communities, individuals are closer than ever. Now they increasingly seek the opinion of others before making a purchase decision, according to research published by Dunnhumby .

In other words, if you please an individual, the likelihood of the community being influenced is much greater. That is why it is important to know your consumer, beyond basic information such as age range, gender and social class. The more you know, the more you will be able to please. To do this, investing in personas is essential.

Personalized marketing
Tip 2: Make your customer feel unique.

What 21st century consumers expect is that the personalization and experience that new technologies are providing also happens in the physical world.

Waking up every week with a personalized playlist on Spotify with your “Discoveries of the Week” or accessing Netflix and having a list of series recommended to you based on your recent viewing. This is fantastic , this is personalized marketing !

Make your customer feel unique in the physical world and online. In the online universe, create relevant content, send personalized email marketing , offer experiences that impact and strengthen the bond between your company and your consumer.

In the physical world, use data to your advantage. According to a survey conducted by Forrester Consulting and Persado in 2016, 67% of marketers in the United States and Western Europe use consumer behavior data to gain insights , and this is the new formula for success in creating personalized marketing for consumers.

Experience Marketing
Tip 3: Don’t settle. Provide unique experiences for your customers

Ah… experiential marketing. ♥

Technological advances have allowed a large number of innovative businesses to emerge in the market in recent years. Companies such as Uber, Netflix, and Nubank are giving traditional companies that have dominated the market a hard time.

Nubank, for example, has established itself in Brazil by offering advantages that no other card offers, such as low interest rates and exemption from other fees. In a recent survey conducted by the consultancy CVA Solutions, Nubank was elected by those interviewed as the best credit card with the best cost-benefit ratio in Brazil.