People-to-people marketing changes the approach to customer relationships.
When working with companies serving the aviation industry that are transitioning to people-to-people marketing, I stress that marketing content should be centered around two things: 1) solving customer problems, and 2) the journey through the purchasing process – because these are the two main elements of creating brand preference. Yet many times after this suggestion is made there is resistance to change and a tendency to circle back and do things the way they are most comfortable with. This usually takes the form of reskinning their current website with the latest product iteration.
The tragedy of this is the missed opportunity to connect with customers, improve their brand experience, and influence future purchasing decisions.
Understanding the value that you give
One aspect of people-to-people marketing is knowing what the customer considers valuable. The path to this enlightened place begins by looking at the areas where the customer interacts with your brand.
- Customer Service
Connecting and engaging with the customer as they travel through the four phases gives insight and actionable items to the departments responsible for each of the above areas.
This is a holistic approach that requires each department to share both good and bad experiences. The customer journey is a series of small steps. Good experiences increase brand loyalty, and bad experiences send customers to your competitor.
Developing content that is focused on the customer’s needs, and mechanisms within the marketing channels that invite customer response, shows willingness on the brands part to be open and receptive to change with the goals of providing a better brand experience.
Putting the customer in the middle
Having insight into the customer’s purchasing experience allows you to see your brand through your customer’s eyes. To some the purchase can be influenced by design and functionality of the website. To others is may be speed of delivery, ease of ordering, or return policy. Taking a hard look at the customer purchasing journey will help you identify performance indicators that cross all departments leading to a more profitable and satisfying customer relationship.
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