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Authenticity What Consumers Really Want

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Perhaps we're overlooking the fundamental elements of a good customer relationship program. With the means to connect with customers easily, maybe we're rushing to cash in on the potential rewards, while forgetting the essentials of all relationships: intimacy and trust.



Close examination reveals that relationships between companies and consumers are suffering. U.S. satisfaction rates are at an all-time low. Complaints, boycotts and growing unhappiness with big corporations are strong indicators that most CRM isn't working.

Ironically, the very steps marketers are taking to build relationships with customers are often responsible for destroying these connections. Companies may delight in learning more about their customers and providing services to please them, but customers are fed up. They're tired of irrelevant survey questions, overwhelming product choices, features they'll never use in phone plans and cars, and rebate-driven buyer reward programs.

The New Frontier: Mining the Internet

With the proliferation of online stores that complement traditional outlets, companies now have a tremendous source of information about consumers' preferences. Because a traditional store may not always have a product on its shelves, purchase results are not always a good measurement of desires. Online stores can track consumer demand patterns more precisely, as they offer extensive ranges of products to national and global customers.

The web is more than a sales channel; it is a powerful means of collecting data in real time. The Internet is truly the new frontier in connecting with the customer, offering a huge opportunity for companies to improve customer relationships.

The New Social Marketing: Buzz and Word of Mouth

Where does marketing enter the mix? Some experts claim the old days of "push" marketing are over, where a company shoved a one-way message to customers via print or TV. Corporations are asking themselves just how much return on investment there really is from a 30-second Super Bowl commercial.

Consumers are turning away from media and, instead, tuning into each other. Engagement and word of mouth marketing are the buzzwords of this new era. Customers are doing their market research online and listening to each other. Unfortunately, many marketers continue to look at engagement in a one-sided way.

Corporate blogs have become an excellent resource for CEOs and others to connect with customers in a personal manner. In spite of the possible pitfalls in opening two-way communication between the public and employees, there is much to be gained by being personable, accessible, authentic and transparent.

Customers are already communicating with each other online about products and experiences with your company. If you can join the conversation in a real way, in real time, you'll have an advantage over those who remain silent and inaccessible behind corporate doors.

Now there is finally a way to discover what customers want, and a way to connect with them authentically. But there are risks involved in being honest and transparent. Will you and your company take the risk?
Authenticity What Consumers Really Want
Blogging has become a very popular as more people turn to writing online journals to express their thoughts and interest. Most blog writers have some sort of following by readers, unless they choose to keep their blogs private. Even if the blog is designed just for your family or a group of friends, it is important to understand your readers and what they want.

A blog, or Weblog, is an online journal or diary where people of all ages and from all over the world can express their thoughts, opinions, interests and maybe just random thoughts. Businesses also use blogs to communicate with their customers and it is proving to be an effective form of communication. Whether you write a blog for your company or just for other readers, you readers rely on you for updating your blog on a regular basis.

When you get ready to keep a blog, think about what your readers want from a blog. One important part of keeping readers interested in blogs is to update frequently. If blogs are not updated on a regular basis, they will find another blog to read. It is important to keep your blog current and to provide the updates to your reader. You might even think about including a subscription or email option to your blog. When a reader subscribes to your blog, they will automatically receive updates when you add a new entry to your blog. This helps them know when you have new material on your blog.

Another way to keep your readers coming back to your blog is to target your audience. If you are a pet lover and write about your life with your five dogs, then you need to find others with similar interest. Some groups will not be interested in your story. Find your audience by visiting web groups or communities that have to do with your main subject. Tell everyone you know about what you blog about and provide a link to your writing. If a reader is interested in the subject you are writing about, it is more likely that they will come back and visit often. It is important to remember that there are literally thousands of blogs on the Internet on virtually any topic. You want to grab your reader and keep them coming back.

You are also enticing your readers by coming back for more if you use your blog wisely. If you want to write private thoughts, then do not share your writing with others. If you do want to share, be careful about what you write about. If you embarrass people you know through your writing, then you are not using your blog wisely. Protect the people around you and do not try to get even with people through your blog. Readers that do not know you are not interested in reading your nasty posts to your enemies. Keep your blogs fun and entertaining for anyone who wants to read them.

Also, when you blog, keep your readers interested by having an easy to use blog. Sometimes large pictures or downloads can take up a lot of time and your reader may not want to open large files. If you want to include pictures, links, or downloads make sure they work and will not slow a computer down. You can also make your blog easy to use by using a blog-hosting site that cuts down on advertising and pop-ups. Most of the time, those types of advertising will annoy your reader. When you choose a blog site, check into the types of features that the site can offer. Some of these sites that avoid ads and pop ups may cost, but are worth it if you want your readers to have a good blog experience on your site.

You can also ensure that your readers will come back to your blog if you treat your readers with respect. They may not like something you write about and if they leave a negative comment, do not flame your readers. Also, you readers will appreciate your writing more if you leave nice comments to them or even send them a quick email thanking them for visiting your blog. This is a great way to build communication with your readers and will keep them coming back for your blog.
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Both Patsi Krakoff, Psy. D. & Rudolf Freidlander are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

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