By Gina Rau | Posted on August 05, 2013
Personal and customer relationships are more alike than you think. When two people first meet, there’s a handshake and introductions. First name exchanges and the conversation that follows lead to opinions as to whether a future date is likely to occur.
Each interaction reveals more information that eventually builds to a clear picture of the person you’re engaging in conversation with. Along the way there are points of commitment based on trust, intimacy and shared interests.
The relationship continues to build as dreams and hopes are shared under a starry sky. These aspirations may be hidden to others and only revealed by connecting important dots. The ultimate pinnacle in the relationship is the ability to anticipate the other’s needs and wants before they do, and being right there to offer it.
Brands who court their customers and develop relationships by fully knowing their interests, wants and needs, can authentically engage with them in two-way conversations that earn a life-long, loyal advocate. This is the holy grail for marketers and it’s never been as obtainable and real as it is today.
Marketers now have access to multiple sources of data that can be gathered together to build comprehensive profiles on the individuals who engage with their site, brand or products. We can now better understand who site visitors are, what they do and what they like. These deep insights are there, within reach, and consumers are willing to share this personal information. 76% of people will share their data with brands they trust in exchange for a better experience.
The more you know about your customer, the deeper the relationship and the more relevant conversations become. This is path to happily ever after.
We explore this very topic and what it means for marketers in our new ebook: The Greatest Love Story Ever Told, starring Your Brand and Your Customer. Every relationship starts with getting to know each other and I hope that you’ll find value with some of the tips, analogies and lessons we’ve included here to get you started.
Check it out. And think about how you’re developing relationships with your audience.
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