How to build a relational program?
Today, your client needs recognition. Before being a consumer, the customer is first and foremost a person and must be considered as such throughout the relationship with the brand. Different strategies can then be put in place to design lasting relationships with each customer. In other words, personalised and continuous relationships.
To achieve this goal, the company must imagine and develop a certain number of actions in order to set up a relationship programme. This customer loyalty strategy, also known as a relationship marketing programme, represents all the actions aimed at maintaining an exceptional and long-term relationship with each of its clients in order to build loyalty and to accompany them.
IDENTIFY, KNOW AND UNDERSTAND THEIR CUSTOMERS
In order to know its clients, the company must collect information on their needs and expectations. The main objective is to gather and create personalised and adequate data. The quality of an effective relationship programme depends on access to a reliable database.
It is therefore very interesting, at this stage, to map the customer journey in order to identify the contact points, scenario the different possible paths, and finally to better understand the way in which customers interact with the brand. This mapping allows the company to identify the different stages, channels and contact points on which it should deploy its programmes.
All this customer data gives the possibility to personalise the different contact opportunities but also the content of your campaigns, the offers proposed, the choice of channels and to adjust the marketing campaigns. The aim is to achieve absolute knowledge of your customers and an appreciation of their experiences with your brand.
PERSONALISE THE COMMUNICATIONS OF THEIR RELATIONSHIP PROGRAMME
These programmes aim to establish an ongoing relationship with each customer to build loyalty. The first step is to segment your audience. By creating segments in email software, CRM or other digital tools, communications can be personalised to meet their expectations. It is at this precise moment that you must be attentive. Monitoring detailed statistics will allow you to present qualitative content. The consumer wants a different experience and an authentic exchange with the company.
Once the segmentation is complete, it is necessary to adapt the offers according to the different segments defined, to be present on the distribution channels where your audience is waiting for you and to offer them personalised content in line with their expectations and their history.
A good relational program therefore contains:
- Communication campaigns
- One or more objectives
- KPIs to measure the success rate of the campaigns
- A target audience
- A relevant database
THE KEY TO A COMPANY'S SUCCESS IS CUSTOMER LOYALTY AND RELATIONSHIP MANAGEMENT
It is important to show your clients that you know them, understand them and thank them for their loyalty. It is therefore essential to create a climate of empathy, understanding and listening. This involves exclusive services or special offers (personalised advice, proposals for appropriate solutions, proposals for benefits, with loyalty cards or programmes, promotional offers, practical advice, vouchers, etc.) and guarantees the successful development of your new scheme.
Many companies use relationship programmes to create a close relationship with their customers and to build loyalty. It is important to provide them with new and different experiences from your competitors.
81% of consumers are willing to pay more for a better customer experience.