name is one of the sweetest sounds to them. As long as it's not
overused, incorporating the person´s name, company, industry, or
interest in your marketing subtly draws that individual in.
and more initial sales research being done through information
and blogs online, the conversations the customer service agent
finally gets to have must provide that personal touch. If there
is no phone-based agent, then email campaigns must allude to the
- This customer is important, and
- We recognise your interest and needs, and are offering
products or solutions to suit.
mass marketing and generic product offerings fall on deaf ears.
(Business Skills Australia, 2014) notes that Australian
companies in business services increasingly look to provide a customer
centric approach across the whole organisation. ´Customer
centricity´ is about satisfying the customer’s needs while
trying to add value to their lives.
a fridge and washer recently, I encountered this approach from a
customer agent. He was personable, helpful, took in my feedback
and remembered it, and reiterated the great deal I was getting.
He also took time to talk me through the delivery process and
make sure I kept the instruction manuals which come in the
This type of
approach could easily be replicated company wide, with the help
of CRM notes or reminders that the agent can see when on the
Personalised Marketing Avenues
businesses already personalise emails with a customer’s first
name. You can also insert any field merge tag in your CRM
account (should you have one) just by adding relevant merge
tags in your email’s content. Of course, you need to be cautious
in placing the merge tags in text, and provide an alternative if
there is no field filled out.
like it when a company uses a CRM field creatively, perhaps as a
promotion but with a fun vibe. Behaviour-based recommendations
are also very common, targeting your interests once you have
selected some books/widgets.
personalised marketing includes offering ‘similar content’
ebooks on the bottom of a blog post--or as a pop-up--that
relates to the page that person is viewing. A web-to-lead form
can offer content to the visitor, which then goes into your CRM
for later campaigns (this is a feature of SalesIQ--Zoho).