Most companies don’t know what to do with their customers once the transaction is done. The only thing they know to keep in touch with their customers is to spam them with selfish advertising, new offers, sales, like:
“We’re having a huge sale! There’s tons of stuff we want you to buy! Come in now! Drop everything you’re doing! We don’t know what you’re doing, but it surely not as important as BUYING STUFF FROM US!”
These companies understand that it’s necessary to keep in touch with customers, but do it in a very bad way.
Spaming customers with selfish advertising, new offers and sales is not meaningful ways to keep in contact with your customers. Customers don’t want to hear pitches anymore. They don’t want to know how great your company is, how fantastic your product is, or what you’re selling this week at 10% off.
There is a second group of companies who understands the need to keep in touch with customers but don’t know what to tell them after the transaction. The usual question they will ask me is “What to tell them? I don’t know what to tell them.”
Keep in touch with consumers is the most critical function of marketing in the new economy. It helps you stay in front of clients and new prospects on a regular basis. For example, a contact in your database with whom you don’t keep in touch in meaningful way during the las t 3 or 6 months is a dead contact. Your database is becoming slowly a debris.
Survival of any business today depends on its continual advertising capability. Continual advertising is about your capacity to keep your business in your present customers mind and attract enough new customers to fill customers turnover.
Continual advertising is like the constant oxygenation we all need to survive. Without continual visibility on the marketplace, business survival is problematic.
If you keep in touch with your Customers in way that add value to their life, they will keep in touch with you in a way that create value for you.
So how to keep in touch in a meaningful way?
Adopt IRaaS marketing approach. IRaaS baseline is: “Send your customers to other businesses for free and See your business flourish”
Professionals and Companies that adopt IRaaS commit to actively paying attention to their customers’ needs and interests for products and services other than their own. They also commit to actively seeking the necessary information and connections to help their customers achieve personal and professional goals.
For each member company, joining an IRaaS network is an opportunity to gain influence by becoming a trusted source of information and connection for customers and clients.
You become known as a powerful resource for others—and when you have the reputation for being a strong resource, people start turning to you for suggestions, ideas, names of other people, connections, etc. This keeps you visible and your business top-of-mind when people need your products and services. This, in turn, will greatly increase the number of referrals your customers will send to your business.
The IRaaS network is a technology-powered group of companies and professionals that collaboratively filter vast amount of information, verify it, put their “stamp of approval” on it, and deliver it to consumers based on their stated or unstated needs. Through IRaaS, you can fulfill your customers’ needs for contextual, relevant, trustworthy, and timely information.
We call it “Information as a Gift ™”. It’s delivered with the clear intention to please, help and create a meaningful experience for the receiver, the customer. It’s the best incentive and loyalty system, hugely loved by customers.
“The businesses that understand this stay in touch, They call, they write, they ask for your input. They are in communication when you’re not at the register or don’t have your credit card in hand. For that level of communication and loyalty the relationship will last. In addition, customers will sing their praises to others and that beats any marketing plan hands down.Great business relationships happen in between the transaction.” Tim Andren