|requirements of dialogue|
In terms of communications, that means much more than addressing them by name or personalizing content. When a company gives you its business, they feel that a relationship has been established. Even if you see it as merely an “acquisition” or “transaction.”
If you fail to recognize this perceived connection, then your customer will view the relationship as a weak one, not worthy of their loyalty.
So it becomes incumbent on you to treat customers differently than the general market. Which means treating them individually and personally in the kind of information, emotional incentives and value offers that you make to them. (If you’d like to explore an approach to this idea, check out “Hug your customers” in the Five Ways section of this site.)
Five: Brand reinforcement
Customers and prospects do not spend their days thinking about how they can break away for a few hours to talk with you over the Internet.
In reality, dialogues pop up now and then over time. When they need to. Where there is a need. When it’s of value to customers and prospects. Not necessarily when it’s convenient or efficient for you. But rather when customers and prospects want them to occur. Because they’re in control.
That means two things. Dialogues need to be reinforced. And conversations should revolve around the customers and their relationship to the brand.
The brand’s the thing
And one of the important benefits of awareness- and familiarity-building communications (some people call it brand communications, we don’t) is its ability to reinforce relationships with people who have already bought your product/service offering. In fact, some studies have shown that in many cases, the majority of ad readers are current customers.
Reinforcement of brand image and promises as well as purchase decisions should be part of your dialogue strategy. It reduces “buyer remorse” and ties both customers and prospects closer to the brand to initiate dialogue.
In fact, brand is so important to dialogue communication that you might want to check out “Increase your brandwidth” in the Five Ways section.