Identify Communication Preferences
Finally, in the challenge of capturing and maintaining your customers’ attention, it’s equally imperative to identify their communication preferences, because ultimately appealing to their preferences will foster a higher response rate. Whether it’s a catalog, a phone call or the Internet, each communication medium has its own strengths and merits, but customer needs and opportunities must be the driving force for your media decisions.
Mr. Higgins’ Web site is offering a convenient way for people who have visited his store to check on new items and request information. We can all take a lesson from Mr. Higgins. If you’re interested, visit his Web site at www.antiquewicker.com. Enjoy!
Tim Swigor is vice president for Epsilon. Swigor is an author and frequent speaker on the topic of customer relationship management. Additionally, he was a founder of two catalogs where he was responsible for their entire operation. His diverse exposure has allowed him to assist many organizations in successfully implementing CRM technologies and strategies. He can be reached at firstname.lastname@example.org.