Building long-lasting customer relationships is more important than products and services as such.
In a world where marketing and supply are so changing, it is necessary that the customer is served in the best way; not only in the service, but in the interrelation that exists between the consumer and a company. We have always dreamed of having a certain product with certain specifications, but we always settle for obtaining a similar product; now the possibility that our suggestions are attended and our tastes known individually, is a reality with one-to-one Marketing.
WHAT IS IT?
We are going to define it as the existing relationship between a company and its customers, through knowledge of their individual tastes, their consumption habits, their frequency of purchase, etc., in order to focus, by the company, all its efforts and strategies, to ensure total consumer loyalty, that is, not only suggestions are listened to but also interacting with the customer individually, creating a climate of greater trust and security that will have greater benefits for a company, such as we will see later.
Identifying the best customers and adapting to their needs is the primary objective in One-to-One Marketing
MARKETING STEPS ONE TO ONE
Know the customer: at this point the most important thing is to create a database of all the customers that a company has. Know not only your name, telephone number or address, but your shopping habits, the frequency with which you do it, the amount of products purchased, your tastes, preferences, inquiries you have made, etc.
All this in order to individually identify each client and make them become a highly valuable target for the company.
One x One Marketing, existing relationship between a company and its clients, through their knowledge, in order to ensure their loyalty
Difference between clients: remember that not all clients are the same. Just as one person buys one CD every month, there is another who buys two or three every week. This is where you have to recognize the customers who generate a greater purchase and profit margin in a company. It is these people who will be given special treatment and will never be neglected, sending them updated information, inviting them to special events, and carrying out endless personalized activities, which will generate a level of trust and loyalty on the part of the client., making it feel important and not changing their buying habits or improving them, thus keeping the best consumers.
Interaction with the customer: this is where the strategy as such of One-to-One Marketing begins. Knowing the customer and differentiating him, he comes into contact with him in a personalized way, generating a communication in which he will know what specific products or services a consumer is looking for.
This in order to follow a sustained growth strategy or continuous process, through feedback with the information that has been obtained.
Customize products or services: in this step, the technological level that a company may have to adapt its products or services to the needs of each client as such is of great importance. For example, if customer X likes to have their product packaged in one way and customer Y in another, the company must have the necessary resources to satisfy the individual requirements of each consumer.
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Stages of implementation |
| Customer insight |
| Customer differentiation |
| Interaction with the client |
| Personalization of products and services |
With all the above, it can be concluded that by implementing a one-to-one Marketing strategy, it is possible to cut expenses in campaigns, promotions, sell faster, abandon business segments that are not profitable, eliminate bureaucratic costs, since there is such an interrelation deep and having reliable databases, everything is known and all customers are satisfied in the best way.
However, it is important to note that just as a company wants loyalty from its customers, there must also be loyalty from a company, seeing this process not as a simple segmentation but as an effective communication that will result in lasting benefits for both parties..
With this, each individual will feel better and may be willing to pay extra money if their most important wishes are satisfied and if they notice that there has been a more special and personalized attention.
