In a time of crisis when circumstances turn the world upside down, your customers aren’t necessarily looking to uninstall your mobile app. Although they will if your brand continues to pump out marketing that’s generic or screams “business as usual.” Nothing is as it was — and your marketing strategy, particularly your language, must reflect this.
No matter which vertical you serve or what category your app is in, your brand has an opportunity to deliver unique value to users. You should speak to their desires and challenges in a different but meaningful way.
This is the essence of customer relationship marketing: communicate with them on a human level.
What customers are looking at mobile phone list for during a period of uncertainty is meaningful engagement. And that can only happen when you take the time to repurpose communication and make it relevant to the situation we’re in.
Building a long-term relationship with a customer requires crucial decision-making not just at the onset of the relationship, but at every encounter and engagement. As a mobile brand, you’re building loyalty by delighting your users and providing them with an unparalleled customer experience at all times — in good times and in bad.
This decision-making is at the core of relationship marketing. And it is the secret to retaining your customers for life.
What is Relationship Marketing?
Relationship marketing is simply forming long-term relationships with customers.
It’s not done by serving up a “clickbait” ad and trying to scam them into buying a ridiculously marked-up item one time and then moving on to the next victim.
Rather, it’s done by providing an exemplary customer experience at every stage of the customer journey — from initial advertising campaigns to your sales cycle, from the quality of your product or service all the way to your after-sales customer support and everything in between. What you receive in return is trust and loyalty from customers so they keep coming back, spending more on your product/service, and driving up customer lifetime value.
Relationship Marketing vs. Transactional Marketing
There is a very clear difference between transactional marketing and relationship marketing.
In transactional marketing, you engage in aggressive marketing tactics to increase the number of individual sales — think: limited-time offers, flash sales, and other types of FOMO marketing. Your success is measured by the number of units moved or number of subscriptions filled. Transactional marketing emphasizes conversion and celebrates the immediate gratification of a won deal.
With customer relationship marketing, you emphasize the long game — optimizing the way you do business in order to maximize the value of your relationship with each customer. It is about connecting and bonding with customers. Eventually this translates to increased revenue and customer lifetime value as your customers build up loyalty with your brand.
So what do you need to put relationship marketing into action during uncertain times?
3 Elements of Customer Relationship Marketing
Remember how I mentioned that building relationships requires commitment? Creating a sustainable relationship marketing strategy requires commitment, too. Not just to serve up a world-class product or service, but also to have systems in place that give customers a valuable and delightful experience.
There are three main requirements to this:
1. EMPATHY: Basic humanity in your approach and messaging
You have to understand the reality that both you and your customers face: they may be struggling with isolation, joblessness, or forced into homeschooling their children as well as remote working for the first time. They may be stressed out by dwindling supplies, contradictory news articles, and staying indoors for long periods of time. If you continue to send them messaging that disregards their reality, your brand runs the risk of appearing opportunistic, tone deaf, or simply callous. Concretely, this may lead to customer churn.
To strengthen relationships with customers, you have to engage with them as humans first. Double check your content and your imagery carefully before campaigns go out. What may have been harmless a month ago could be considered unsympathetic in a time of crisis. Be sensitive to each user’s need for physical safety, provisions, even delivery expectations, and make sure your campaigns communicate how your brand will address these issues.
2. FLOW: Streamlined internal operations that make things run smoothly
You must have optimized operations in place so that you provide excellent service. This means everything from releasing a mobile app that runs smoothly to providing world-class customer support when problems arise.
This also means systems and processes have been set up so that your customers can engage with you on the channels and platforms that they prefer. And you can shepherd them into various nurturing funnels that can strengthen this relationship with the