- Category: May - June 2010
Targeting the right prospects from the start is the most promising way of having an effective and successful campaign.The more accurate your customer segmentation, lead qualification and lead scoring, the better the results. It is as simple as that! So try to get to know your customers as much as you can.
Today’s customers, for instance, want service offerings that fit them and expect vendors to be reliable companions that provide a comfortable life. Each customer has its own claim and the demand for the service varies. Whereas, economic, social and cultural living conditions of the customers certainly not only affect the consumer profile and demand preferences, but also the expectations in the service offerings. These, however, are not the only side effects that expose the nature, content and scope of an assessment. The duration and intensity of the customer relationship and the fact when the expectation of the customer concretely manifested, applies specific standards on the service performance and use.
The following categorization of different customer types could therefore be useful:
One-time customers are characterized by very little emotional solidarity to the company. They decide rather spontaneously on a product or a service. This group of customers is often making test or embarrassment purchases. In general, one-time customers buy for the one-time needs only. Therefore, long-term customer loyalty can’t be expected. One-time customers put the range of services in comparison with the auxiliary services of other providers and are looking for the best additional value beyond product, price and availability decisions. They search for the quick persuasion in the service, which is based not only on the attractive promises, but also on reliability.
Occasional customers buy what they like best in a specific moment. They make rather spontaneous decisions on a product or a service and a high commitment to the company generally can’t be assumed. Occasional customers are just as emotional in their expectations for the service as during the concrete act of purchase: the thrill of the moment decides about interest and approval. Special service offers not only abet the decisiveness and spontaneity, but provide positive effects that outlast the moment and bring the interest of occasional customers back. The distinctiveness of the service isn’t their center of attention, but accurate offers that contribute to convenience and comfort in the acquisition is, as it ensures a sustainable experience.
Preference customers have a predilection for the best provider and are characterized by a high level of satisfaction. They base their judgments on experiences with a supplier and the comparison with others. Product features are part of their assessment as well, such as the image of the provider or everyday business experiences. Preferences customer are always looking for the best in the service offer, depending on the peculiarity, excellence and uniqueness in the promise and fulfillment.
Regular customers are very loyal to the company and they examine in general no alternatives, as they have confidence in the company and its products and services. Regular customers are satisfied with the service performance of their vendor, usually based on repeatedly good experiences. A mixture of reliable and familiar, as well as the little extra that can reward the loyalty of regular customers, creates the excellent conditions for a stable relationship.
Exclusive customers are considered real fans of the company, who are not only devoted to the company, but are very loyal, too. They have a strong emotional bond to a vendor due to product infatuation, brand identification or brand admiration.
The particular commitment of the exclusive customers to a company should possibly be reflected in the assessment of the available services in their uniqueness and singularity. Exclusive customers like to experience here the island position of the supplier as well and thus demand unconsciously the homogeneity of product and service. Nevertheless, premium customers expect a service offer which expresses in its nature the special appreciation for the provider and recommendation empathy for other customers.
By Daniela La Marca