No matter the market, the size of the company and the many realities: the impact of reputation and customer loyalty yield larger and better sales, in the same way as value addition in premium products and services targeted at the most loyal segment of brands and companies
A company that wants to have loyal customers, Loyalty must be understood internally from top to bottom. – Even by the doorman who receives a visit with cordiality. Reputational benefits extend loyalty to all audiences, clients, suppliers, credit and investment institutions, press, resellers, service providers and so on.
That loyal customers are more profitable no one doubts
In the first place, They exempt companies and brands from the enormous recruitment effort to attract those who are not yet committed to their products and services.. Secondly, Because they have the potential to consume more and better than others., increasing results in volume and profitability
Everyone knows this too: loyal customers often become true ambassadors, expanding the scope of disclosure about brands and companies in an organic and qualified way – Especially in times of social media primacy., where the recommendation or good grade is essential for consumers to make a purchase decision
Then comes the famous reputation
Companies with a good reputation sell more, They make better deals., They're more likely to succeed in negotiations.. Salespeople from well-established companies spend less time in waiting rooms, They are greeted with more attention and it is easier for them to talk to the various people they, one way or another, may play an important role at some point in the sales process, receipt of documents or settlement of pending cases
No one chooses a brand, product or service whose reputation is compromised
The point is, to have a good reputation, you have to be capricious in many territories., since she, the reputation, It's built throughout life., piece by piece, like a giant puzzle in which one of them – Perhaps the most subtle. – reflects the quality of the relationship with customers and other audiences
Imagine a customer very satisfied with his purchase.. Pre-acquisition research showed a legion of worshippers. The sales and payment process he found was fluid., Often with nice people, educated and prestigious professionals along the way. Delivery on time added an extra point of satisfaction. The use of the product, however, left some doubt and the customer was led to get in touch, let's say, with technical assistance, where he encountered grumpy or impatient attendants; Ready: reason enough to impact your appreciation of the transaction
There's no point in the seller being skilled in relationships., If at the other end the customer finds a dry service, cold, insensitive. How all these lawsuits have a reputational impact, Just one tip fall to the mark, product, service or company lose points and may be disregarded in an upcoming acquisition
This also occurs internally with employees, exposed to an endless number of relationships. Buyers, Funders and so many other audiences go through the same roadmap.. The tone of the relationship should come from above., from the corporate top, and go down the slope to the porter who receives a visit with cordiality
Packages ready – magical solutions
When we talk about relationship marketing, there are often magical proposals for solutions expressed in programs, many of them inspired by, maybe, in the old pizzeria model., Buy ten and get one for free.
When this type of program was new this model until it could work, But there was a brutal evolution and such programs became a business in themselves.. The segment of companies specialising in the provision and exchange of points (or miles) accumulated per product purchase, air services and tickets, gathered under the Brazilian Association of Fidelization Market Companies (ABEMF), showed that his turnover reached R$ 5,2 billion in the first quarter of this year, 7,6% higher than in the same period of the previous year
The point is that while programs of this type fall like a glove for companies with tens of millions of customers, as airlines and cards (from which many of the companies specialising in the segment were born), are inevitably not suitable for those enterprises with different characteristics, especially in the b-to-b area
Each case is a unique one., there are no identical companies with identical realities, That's why relationship programs should be tailor-made.. A pharmaceutical industry has market characteristics that have little to do with a pole factory or a hinge factory.
Personalization
Without personalization, there is no such thing as relationship marketing., whose practical application is not limited to good ball games., But it depends on extensive planning and a lot of discipline and contributing to the company as a whole being well-regarded and, with that, collaborate for the relationship do your part in building the reputation
The infinite resources provided by information technology provide numerous alternatives for programs in which personalization is present and impact is guaranteed.. But the use of these resources is not always necessary or appropriate.
An interesting example is that of a labour hiring consultancy which, among other very well-studied activities, used the reading of the newspapers of the day to catch facts relating to his clients or the market of the defendant whose. That 's done ., a personal note was sent greeting the director of the client company. Other, a luxury car dealer, who sent a simple pencil – this, a good quality pencil, But in any case a simple pencil – for high-income buyers with a remark along the lines of "let's write beautiful stories together with your new Porsche".
Of course, in the digital age,, where there's a lot of customer data., today, Many of the technological cost barriers have been broken down., There's practically no reason not to use them to personalize the relationship., in addition to good shopping recommendations
Practice good relationships and encourage loyalty as one of the pillars of reputation. The company's results will thank
