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 During the heyday of the Internet, email response rates soared and those companies that did things correctly built formidable databases of prospective buyers of their services. Since there was no benchmark for how to use this data effectively, many companies — and many more media people made mistakes. Today our approach for customer retention follows some basic guidelines:
Educating your customers requires listening to their responses. Let prospects and customers know from the start what they can expect, but do not force-feed them information that will be counter productive to their goals and your business. Do not wait until a prospect becomes a customer before qualifying his or her needs. Surprises are neither beneficial to your customers nor to your business. Profile Your Database Learning how to profile your database of users, your extranet, will save you money and customers - not all of your customers want the same thing. Find out how to segment your extranet from an expert. Measure and Analyze Analysis mandates procedure. Don't guess what your customer wants, listen carefully to their requests and respond quickly and consistently. There are many tools to use to manage this procedure and NetHawk Interactive — the Extranet Architects — will help you select the tools best suited to your business and your customer base. |
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