Customer relationship is at the heart of a company’s marketing strategy. Today, the multiplicity of offers and products on the market has led to a change in customer expectations and the transformation of traditional marketing.
Indeed, companies that have been focused on their products for a long time, are now forced to change their priorities by focusing on the needs and expectations of their customers: the need for a human contact filled with listening, understanding, empathy and understanding. account of its singularity … And if the new name of the customer relationship was human relationship ?
Enrich the human relationship through digital
In the age of the “all digital”, companies are confronted with a double challenge: humanize the digital relationship and enrich the human relationship through digital . Today, we see that IT investments are taking place on “technologies that are not intended to replace the consumer-consultant relationship but to enrich it,” as Dominique Mahe, CEO of MAIF, points out.
It is not because a company initiates its digital transition that it must forget the human aspect of the customer relationship. On the contrary: it is by keeping a good dose of “real” that she will manage to find the right balance between dematerialization and proximity.
This is how social networking is born, the emergence of a new customer relationship that allows more responsiveness and a greater proximity of the brand vis-à-vis consumers. Thus, many major retailers have opened accounts dedicated to customer relations or after-sales service on Twitter as Orange Conseil, the SNCF.
More than relational, the customer relationship is now emotional!
More than just understanding the demand, the consumer expects a personalized exchange , a tailor-made response and real empathy from the advisor. Depending on the consumer profiles (age, activity, regular purchases …), the counselor must adapt his speech to his interlocutor. For example, an Orchestra counselor must know how to talk to young mothers or dads, taking care to ask the right questions about children. A senior just introduced to the use of new technologies will appreciate an educational and empathic guidance from the advisor on a question of password renewal for example. “Today, the counselor must know how to touch the emotional sphere even in a purely technical subject.
The empathy created during an exchange is a real added value: it inspires but also conquers the hearts of new consumers . Today, we know that emotions allow, or at least help memorize a message, a moment.
The capacity of rationalization of the consumer is called into question: it acts in a more intuitive, more instinctual way. So, good advice, at the right time on the right tone to the right person can make all the difference!
Emotion to differentiate
The challenge for brands is to stand out from the crowd by offering a unique and memorable experience that will create emotion. Because the emotion is engaging: an e-mail object containing the first name, a text of thank you, a service reachable on a large amplitude will always retain a little more attention.
The so-called rich content then has a real interest: images, emojis, a link can provoke this emotional response and thus create a relationship, a climate of trust.
But then, how?
This relational approach requires a real commitment of the employee to the values of the company. It is appropriate to the customer and the brand image to be conveyed during each interaction with a customer.
To do this, joint work must be done with each collaborator. The latter can even be associated with the co-writing of the brand’s speech in order to appropriate it with their own words and their personality.
Thus, companies no longer hesitate to integrate their employees, true ambassadors of the brand, to their internal incentive events or to invite them to immerse themselves in the physical sales areas: boutiques, agencies … to share their culture with them. company, the commitments and values of the brand.