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Customizing your marketing and sales promotions may fall under sales or marketing, but I think it also belongs in service.  Anytime you can increase value and make the buying experience better for a customer, you are delivering a better level of service.  When you customize or personalize the experience, even during the sales process, you are doing just that. Retail giant, Target, now has online promotions that are customized to each customer’s interests. They recognize that customers are bombarded with email advertisements.  They ask their customers to take just a few moments to tell them which information and promotions interest them.  Once they know, Target will only send online promotions that are specific to that customer’s interest.  This can be described in one word: personalization.  And since the customers design their own promotion experience, they are more likely to pay attention to them when they come across their computer screens. Most of the readers of this newsletter aren’t in the online retail business.  Still, this concept works. Some of you already know (specifically) what your customers buy and are interested in.  So, take the time to design a customized promotion.  Call them, mail them, etc.  Just let them know it was a promotion designed just for them.  It’s all about creating value. Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at Connect with Shep on LinkedIn. (Copyright ©MMXI, Shep Hyken)

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