Outbound marketing should also be integrated with customer relationship management (CRM) once a customer has purchased a product from the company. Continuous updates on product upgrades and new products should be part of the CRM process, in addition to customer service and support. The total CRM process involves all employees of the company as part of a team that identifies future potential customer needs and recommends upgrades and new product to the customer. This plays a more prominent role especially since trade magazines, trade shows and telemarketing have declined in popularity and effectiveness with the move towards the internet and social media.
Outbound marketing should be fine tuned so that when they provide actual value and solution to the customer, instead of being just an interuption of the customers time. This requires fostering a long term relationship with the customer so that the company has an in depth understanding of the customers' needs and requirements.
Is there ever a downside to a long term relationship with a customer?
ReplyDeleteYes, in certain industries, there are customers that are not investing for the future so there is really very limited opportunities for generating future revenue from them. At a certain point, a company may decide not to bother with maintaining a long term relationship with such customers given the tradeoff between cost and benefits.
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