vital marketing

Sometimes, it’s just simple personal expressions that make a difference in creating meaningful relationships.

This from a net promoter blog on the success of AIG and CEM. It illustrates how baby steps can have a giant impact:

“One of their [AIG's] big points of focus in terms of experience design is to really focus on the main moments of truth, and to make specific changes to reflect what they know about personal events happening in the customer’s life. Such as special communications and offers that are linked to events like birthdays, family changes, moving house, or other things that are, actually, a pretty big deal in peoples’ lives! And when they get personalized communications, it’s a great way to make them know that your company cares about them personally. These types of programs and changes, have allowed them to double revenues in some cases.”

And this:

“I thought he summarized all of this nicely by highlighting the fact that they have focused on moving from a “push” model, that is about marketing and selling to clients, to a “pull” model where excellent customer experience generates a natural positive image and word-of-mouth to bring in new customers. And ultimately, this all comes down to demonstrating every day to their clients that they are listening. The act of listening, and responding to the client, is right at the center of developing deeper relationships.”

So keep it personal….and listen closely…..