Customizing your Real Message & Finding a CRM Voice?
As I mentioned in the prior post, I believe that the consumer world is in the midst of a true paradigm shift. In these dire economic times, there is a huge likelihood that the ongoing increase in the share of time and mind of the Internet is going to accelerate. The consumer will turn to the Internet even more because it offers useful new tools and services that cater specifically to the needs of people living in harder times. (Read here for more about why the crisis will push up Internet use).
The question now becomes how brands and companies want to take advantage of this. What posture will companies take to reach out to the consumer who is decidedly cautious, if not nervous about his or her future? The company that speaks to me in a way that makes sense is a good starting point. For example, if a company (ex Harrods) checks out my doppler and see that I am going to travel to London on such and such a date, then drops me a pertinent offer for that date, would that not be a great idea? The chances are that I would be more than willing to view their mail (if they only they could make their creative a little more classy, too).
There has been much written about CRM (for basics, see marketingteacher.com), as in Customer Relationship Management. But, except for a couple of rare exceptions, I as a consumer have not been “feeling the love” from any particular brand or companies. It is not like I am not present on the Internet, or do not own any loyalty cards, or do not shop frequently at certain stores. There is certainly plenty of data on me out there to mine. At this point, for most companies, the mining has been, at best, superficial. There are some companies who have cottoned on to the idea of email campaigns as a cheap way to bolster traffic — to the web site if not the store. But that’s about it. But, I am looking for more. Companies need to tap into the data (which I volunteer) and capture my attention by knowing more about who I am.
Once companies have mastered dynamic customer knowledge (i.e. created a way to keep an up to date database), the question will then become to what extent (quantity and quality) the brand is communicating with its customers? There is a real risk that a deluge of irrelevant email campaigns will completely shut down the effectiveness of the email channel — broadening the definition of spam, increasing people’s intolerance to emails and making them opt out systematically or just delete with increasing revulsion on reception. If the average rate of opening an email drops down below the 2% level — a barometer for so many formerly traditional media campaigns — you may end up pissing more customers off in the process. While companies are still saving on the postal cost and on the CO2 with emails, they will be shooting themselves in the foot if they overdo it.
There is a golden opportunity to use the ‘net as a marketing tool. There are two important points. First, don’t abuse the opportunity out of laziness. Pouring out unpersonalized, non-customized emails is not the right answer; like cutting down rainforests, it is a very short-sighted approach. Second, mind the data (think “Mind the Gap” as they say in London’s tube stations). What is needed is to craft meaningful messages (in line with the brand’s values), with a customization that reflects some of the unique elements of the receiver.
This all leads me to the main point: Brands endeavouring on CRM programs need to reflect carefully to find their CRM VOICE. There are three core ingredients to creating a CRM Voice. (1) A CRM Voice first means being getting in touch with the brand’s DNA, its core values. How is each communication refurbishing the identity of the brand and reinforcing the customer’s affinity with the brand. (2) It means knowing how to create messages that are relevant to the brand and to the receiving client. Does the brand have an interest in me? Does it know me (without the overtones of Big Brother). Does it know how to surprise me? To wow me? (3) Finally, it means getting the frequency right, knowing how often that person needs or wants to be contacted — including all the different channels of communication (TV included). A well-adapted, customized message becomes part of a well-oiled service.
In summary, brands need to find their CRM Voice: a Customized Real Message that is aligned with the brand’s core values. Brands that are high in love (lovemarks *****) and respect have a potentially greater starting point. But, every customer is looking for meaning and, in today’s difficult economic times, they will be more than likely spending more time online. I will be keen to see which brands or companies come through this vortex smelling like roses — for the times they are a changing, and I believe a paradigm shift is well underway. Which companies are going to capitalize intelligently on the accelerated shift in time on online that is bound to accompany this worldwide crisis? If you do what you always did, you may no longer get what you always got.