The absence of personal selling has effectively been addressed by new technology. Customer retention is the journey towards sustenance and market share. The main consideration before choosing the appropriate channel for remarketing communications include target market demographics, time and cost.

Customer Retention Management by Phone

Hand-held devices have become the constant travelling companions of the millennial generation. It is easier and more effective to reach people by phone for quick customer retention management. Customers like businesses that keep in regular touch with them and then become more accustomed to a brand.

Pros

  • There is immediacy of response, provided the customer takes your call.
  • You can ascertain the mood and verbal behaviour of the customer and can make real-time adjustments to your tone and conversation.
  • You can keep your customers engaged through lengthy query resolution or on-boarding. By nature, humans are more effective as listeners than readers.
  • Apologizing over the phone is more effective for mending strained relationships.

Cons

  • There is no record of a phone conversation for customers . Only call centres usually record calls.
  • Calls at the wrong time can disturb customers.
  • There may be disturbances leading to loss in the quality of calls.

Application:

  • When you need immediate response.
  • When you need to discuss something personal.
  • When you need to pacify a dissatisfied or angry client.

Customer Retention Management Through Email

Emails are effective ways of communicating with the your customers. Email messages drafted with care can better reflect the businesses culture. Things are clearer when written down. The effort taken to write a mail is appreciated by your clients.

Pros

  • You need not worry about disrupting the workflow of the recipient. People can choose to read your mail at their convenience.
  • There is record of the conversation; both for customers and the business. Phone logs are stored for shorter durations, whereas emails get automatically stored, unless you delete them.
  • You can send multiple emails at the single click of a button.
  • Emails ids are easier to remember than a random collection of digits in the phone number.
  • Writing and sending emails are quicker than making calls, waiting for the person to pick up. There is no IVRS that keeps you waiting.
  • Emails can get to the point with a single welcome phrase, whereas conventional niceties in a phone call can beat about the bush longer.

Cons

  • The waiting time. You have to wait patiently for the recipient to read and reply.
  • There is the danger of emails getting caught in the spam folder.
  • Emails are easier to ignore than phone calls.
  • It is not possible to assess the emotional intelligence of customers as in the case of phone calls.
  • It is easy to misinterpret written communication since there is no real-time interaction to ensure that you are on the same page.

Application:

  • When you do not want your customers to think that you are over-aggressive or pushy. Give them the time to think and respond at their leisure.
  • Immediate responses aren’t always the best responses. Emails elicit well-thought and balanced responses unlike phone calls.
  • When you must explain a series of steps that may need to be retrieved in the near future. Emails result in safe documentation.

Customer Retention Management Through Social Media

Social media brings the missing element of human interaction in the virtual world. Customers are more comfortable chatting to people over social media than the impersonal modes of communication over mails and messages.

Pros

  • Your conversations are made on public forum. It can reach out to millions of people and your fan or follower base can increase dramatically.
  • It is a boost to your brand credibility. When you solve customer queries over social media, your working model becomes transparent.
  • When people share information about your business on social media, user generated content increases. It’s great for your SEO.
  • Social media is popular for its viral effect in publicizing information. Referral marketing and word-of-mouth publicity are its greatest advantages.
  • When customers from diverse backgrounds come together on social media, it leads to the creation of valuable online communities for your business.
  • Finally it is easier and quicker to post on social media, when compared to both writing mails and making calls

Cons

  • Reach out is poor in social media. Having a huge fan base does not mean that the fans will read your every social media post.
  • Statistics reveal that social media posts have poor click-through-rates when compared to emails.
  • Conversion rates through calls and emails are better than through social media.
  • It is not possible to profile customers and deploy differentiation in the reach-out strategy
  • With so many distractions in the form of newsfeeds, comments, ads and notifications, it is not possible to get the undivided attention of customers.

Application:

  • When you want a huge reach out. Social media posts can access millions of users.
  • When you want to keep your audience live and entertain them with catchy and engaging content.
  • When you need to build a greater and more consistent¬† engagement rate.
  • When you rely on the viral effect of social media in popularizing your brand.
  • When you wish to maintain regular, daily contact with followers and engage them in casual conversation.
  • When you want your promotional literature to get instant mileage, it is great to opt for social media ads.
  • When you want to drive diverse and organic traffic to your website, social media interaction comes of great use.

What follows the discussion is that a one-size-fits-all customer retention management approach is not realistic in this regard. In tune with the available budget, time frame and target market attributes, every business can choose one or some of the above channels. In most cases a combination strategy works best for building brand loyalty. By following these simple tips, it is definitely possible to make the right kind of progress when it comes to retaining customers and further enhancing your business prospects.

Posted by IT Pathwwway