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Building Customer Loyalty Using the Internet
By Joe Schubert
As 1999 kicks off with new ideas, new budgets, and new opportunities, almost every B2B marketer is evaluating the ups and downs of 1998. Full of fruitcake and optimism, eyes are focusing on the bottom line.
Fact: Business-to-business (B2B) marketing is rooted in one principle – generate sales. Another Fact: One of the easiest and best place places to look for sales is among your existing customers. Unfortunate Fact: Your customers are continuously tempted with your competition’s poisonous apple. To keep them buying from you, you must keep them loyal. Nurture your relationship with them so they won’t stray when faced with alternative choices. Keep the lines of communication open and make it a pleasure to work with you. An exciting and affordable medium is the Internet. And, it lends itself well to building customer loyalty. "How?" I’m so glad you asked…
From the big guys to the small fries, companies across various industries take advantage of the Internet’s expansiveness, ease-of-use, and affordability. Informing your customers of your capabilities, presenting details on current and new products and services, offering an online sales arm, or providing technical support are excellent ways to maintain ongoing communications and build customer loyalty using the Web – it’s a Win-Win situation.
The Web can make it easy for customers to do business with you
Your Web site is hardly going to replace your sales team. You still need the interpersonal skills and face-to-face communication available with sales reps to close the orders and host those golf outings - but effective use of the Internet can help support their efforts and promote customer loyalty. Here’s a batch of technology offerings you could provide on your company’s Web site
to strengthen customer relationships. They can be used individually as deemed appropriate for your company, or collectively to make your site a one-stop-shop for customers seeking information.
ß Offer access to secured databases of information to enable customers with appropriate encrypted passwords to examine their ordering, shipping, and tracking data. The service is comparable to having a 24-hour bank card that enables you to access your account information via telephone. This data is on your computer system anyway… why not give access (restricted, of course) to valued customers. By providing simple account information online, they will know that you respect their business and their time.
ß Online newsletters/E-zines can be used to communicate company information and activities. It is also a branding tool that can add credibility by providing articles about industry trends and research, new technologies or manufacturing methods, etc. By packing an online newsletter with a wealth of information, customers will see your company as a knowledgeable resource and a respected authority.
ß Provide a technical support area where customers can download important materials such as engineer specifications, brochures & datasheets, regulation/safety sheets, multimedia presentations for sales reps, and more. Additionally, the site can be made multilingual for global B2B customers by using software that provides instantaneous translation.
ß Offer a guestbook where customers can "sign in" to receive communication via e-mail – such as product press releases, notifications when your site is updated or when specific information or research is available. The information they request is delivered directly to their "mailbox."
ß By providing virtual training videos online, customers can save the time and money of physically running a training program in each department or at various locations. The videos can also be used as a supplement to an on-site training program.
ß Using e-commerce technologies, you can set up an online product catalog where customers can point-and-click to order replacement parts, learn special purchasing deals and discounts, and more – again, making it simple to do business with you.
ß "Web cookie" technology allows you to greet your customers with a unique welcome and personalized interface as they browse your site.
The technologies and offerings are varied, but all of these services will help support your customer loyalty initiative. If the idea of incorporating these ideas into your site is overwhelming, start from scratch. Step into the shoes of your customer and visit your site, asking yourself, "Is it easy to find the latest news and product information? Would it help if buying action were supported online? Why would my customers want to come here and keep coming back here? Is it easy and worthwhile to be a customer of (Your Name Here) Company?"
It’s important to remember that building customer loyalty is only one aspect of the total marketing mix and needs to complement the rest of the B2B marcom program. Take into consideration your overall goals and methods and use your Web site’s broad potential reach to promote your brand, differentiate your advantages, solve customer problems, and make a positive impression on visitors.
Joe Schubert is President of Schubert Communications, Inc. in Downingtown. He can be reached at 610-269-2100 or by e-mail at jschubert@schubert.com
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