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How can you personalize your customer communication to build long-term relationships?

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Personalizing your customer communication is not just a nice-to-have, but a must-have in today's competitive market. Customers expect to be treated as individuals, not as numbers or segments. They want to feel valued, understood, and respected by the brands they interact with. How can you achieve this level of personalization and build long-term relationships with your customers? Here are some tips to help you.

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霍布斯亚历克斯

欧洲、中东和非洲地区总监 | 为您的团队提供指定目标（而非拨号器）的按需销售对话 |免费试用 |交钥匙收入系统：> 境内外业务开发管道

1 Know your customer

The first step to personalizing your communication is to know your customer. This means collecting and analyzing data about their behavior, preferences, needs, challenges, and goals. You can use various tools and methods to gather this information, such as surveys, feedback forms, CRM systems, social media, web analytics, and more. The more you know about your customer, the more you can tailor your messages and offers to their specific situation and interests.

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霍布斯亚历克斯

欧洲、中东和非洲地区总监 | 为您的团队提供指定目标（而非拨号器）的按需销售对话 |免费试用 |交钥匙收入系统：> 境内外业务开发管道
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The best way to KYC / Know Your Customer is to speak to them in 1-2-1 in a live conversation. Tap into 'Voice of the Customer' and get unique proprietary insights & competitive advantage by actually speaking to them regularly. What is more personal than a live conversation? You can test out the assumptions from all your research, Don’t manually over-research it is not the best use of your time: diminishing returns, generic buyer persona mapping is not the territory, which should largely be done by AI summarisation. You want to maximise active engagement time with your client, prospect to have unique feedback loops.

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María "(Ventas directas)" Vilán

?Directora de Proyecto de Ventas | Ventas y Negociación Nominada a "Closer del a?o 2021".
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Está demostrado que, aquellas empresas que ofrecen una atención personalizada, tienen un mayor porcentaje de éxito cuando se trata de conseguir que sus clientes vuelvan a adquirir su productos o servicios una y otra vez. Lo hacen, no solo porque estén conformes con la calidad de lo adquirido, sino también porque les gusta la atención que reciben. Esto hace que aumente la fidelidad de los clientes, aumentando las ventas por partida doble,produciendose la recomendación entre empresas. La comunicación personalizada puede ayudar a las empresas a llegar a sus objetivos con mayor facilidad.

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2 Segment your customer

The second step to personalizing your communication is to segment your customer. This means grouping them into smaller categories based on their similarities and differences. You can use different criteria to segment your customer, such as demographics, location, industry, company size, role, stage in the buyer's journey, purchase history, loyalty, and more. The more you segment your customer, the more you can target your communication and deliver relevant and timely value.

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霍布斯亚历克斯

欧洲、中东和非洲地区总监 | 为您的团队提供指定目标（而非拨号器）的按需销售对话 |免费试用 |交钥匙收入系统：> 境内外业务开发管道
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As a seller you are an expert in buying what you sell and should be able to provide advice and resources appropriate to prospects' situations... You can segment at business-level (industry, size) functional-level (job title, geography)... but if the goal is to personalise communication, and honestly I'd say relevance is more important for sales effectveness than personalisation, then psychologically assessing yourself and your prospects and pairing up those that are "compatible" seems to work well... I truly believe if you want to target well you should prioritise speaking to customers, and constantly be refining targeting

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3 Customize your customer

The third step to personalizing your communication is to customize your customer. This means addressing them by their name, using their preferred channel and tone, referencing their specific pain points and goals, and offering them personalized solutions and recommendations. You can use various techniques to customize your customer, such as personalization tokens, dynamic content, email automation, chatbots, video messages, and more. The more you customize your customer, the more you can connect with them on an emotional and human level.

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4 Engage your customer

The fourth step to personalizing your communication is to engage your customer. This means creating and maintaining a two-way dialogue with them, asking for their feedback and opinions, listening to their needs and concerns, and providing them with valuable and helpful content and resources. You can use various channels and formats to engage your customer, such as social media, blogs, podcasts, webinars, ebooks, case studies, and more. The more you engage your customer, the more you can build trust and loyalty.

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霍布斯亚历克斯

欧洲、中东和非洲地区总监 | 为您的团队提供指定目标（而非拨号器）的按需销售对话 |免费试用 |交钥匙收入系统：> 境内外业务开发管道
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Engage meaningfully! Too much time allocated to ineffective channels: illusion of communication. 22% businesses lost sales as a result of poor communication - “State of Business Communication” Telephone is moneyball: real-time, 1-2-1 is where the magic happens. Voice remains a dominant channel... In a digital age, live voice contacts matter even more in providing a high-quality customer experience - McKinsey Our brains are wired for voice. "Voice-only comms elicit > empathy, emotional connection & trust than video call" - Yale > aligned with how the brain is wired to create a buying decision = > success Conversations determine organization’s strategic capacity to create a future through webs of human commitments, born of conversations

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5 Delight your customer

The fifth step to personalizing your communication is to delight your customer. This means exceeding their expectations, surprising them with extra value, rewarding them for their loyalty, and showing them appreciation and gratitude. You can use various strategies and tactics to delight your customer, such as discounts, coupons, free trials, referrals, testimonials, thank-you notes, gifts, and more. The more you delight your customer, the more you can increase their satisfaction and retention.

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6 Measure your customer

The sixth and final step to personalizing your communication is to measure your customer. This means tracking and analyzing the impact of your communication efforts on your customer's behavior, satisfaction, loyalty, and advocacy. You can use various metrics and indicators to measure your customer, such as open rates, click-through rates, conversion rates, retention rates, churn rates, net promoter score, customer lifetime value, and more. The more you measure your customer, the more you can optimize your communication and improve your results.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you personalize your customer communication to build long-term relationships?

1

2

3

4

5

6

7

1 Know your customer

2 Segment your customer

3 Customize your customer

4 Engage your customer

5 Delight your customer

6 Measure your customer

7 Here’s what else to consider

Sales Development

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How can you personalize your customer communication to build long-term relationships?

1

2

3

4

5

6

7

1 Know your customer

2 Segment your customer

3 Customize your customer

4 Engage your customer

5 Delight your customer

6 Measure your customer

7 Here’s what else to consider

Sales Development

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