All We Need Is A Little Respect
If we were to build the basis of a relationship with a customer, we would start with a concept of respect.
I was reading a blog from Malcolm Auld today and it got me thinking about the many legislative attempts to protect the Australian Consumer against the big bad world of marketing. (Malcolm Auld is one of the legends of the Australian DM Industry and I have always admired his no nonsense approach to Marketing, you can ready his blogs here. Marketing is full of attempts to make people buy stuff…heaven help us! But, his blog got me thinking about the word RESPECT.
The Oxford Dictionary defines the word RESPECT as:
“deferential esteem felt or shown towards a person or quality”.
Now this is a nice place to start. Especially for those of us that use data to drive our marketing communications. With a little respect, I believe we could have stopped much of the legislation, which has become a plague on our efforts. The telemarketing that bombards us, the email that floods us and the advertising that clutters our lives should be better, more targeted, more relevant and much more respectful. Surely, in these days of Big Data we can find a way to control the contact strategy and allow the consumer to be reached with messaging that is of some interest. Would this not only be more effective, but even welcomed by the consumer - imagine the response you could get!
But wait, there is more…
Respect of your customers is probably more than a contact strategy. In many cases brands allow us to be anonymous with no attempt to engage. Think about the number of times you have stayed at a hotel. They capture all sorts of useful information, yet how many ever contact you again? How many make you feel special or privileged, how many even care? For that matter, think of the last car you bought. Did you buy it from a dealer? Ever heard from them again? Where’s the respect in that?
We have an amazing opportunity to change this - NOW.
We have at our disposal all sorts of data that can change the way we engage with customers. We can make this personal (and I mean data elements that are a whole lot more personal than a customer’s name) and we have the privilege of making this more relevant than in any time in our history. Yet, so many marketers find this too much of a challenge.
Respect your customers. Bring them to the core of everything you do. Keep them close. Make it personal.