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How to take control of your relationships and qualities of your customers...
Having a process to build good relationships with your customers and prospects will make business communications easy and turn your customers into great customers.
A great customer or prospect will be someone focused on the results, have an understanding of your unique systems and processes and know that only with you will they will get a higher level of service or better product than from anywhere else.
This exercise is performed by analysing your existing relationship with each customer or prospect type and reviewing their existing or perceived qualities. By comparing their current qualities with the desired qualities you wish they had, you can plan a method of moving them from where they are to where you want them to be.
How to Improve the Quality of your Customer Type
Use the columns in the table below to outline your relationships with each customer type.
| Customer Type | Relationship | Existing Qualities | Desired Qualities |
|---|
- Customer Type
Indicate your category of customer
- Relationship
Indicate the type of relationship you have with this customer type. For example: Direct, Indirect, Peer, Consultant, Advisor, Reseller, Long-term, Friendly, Professional, etc.
- Existing Qualities
Indicate the current qualities of your customer type. For example: No-time, Low-value, Not-fully-utilised, etc.
- Desired Qualities
Indicate the desired qualities of your customer type. For example: Informed, Educated, Enthused, Active, Nurture, Confidence, Knowledgeable, Scalable, Reassured. etc
The derived desired qualities will be used to identify the subject matter needed to help educate your customers. This will be explored further in the Customer Scenario Analysis where the quality issues will be associated with customer scenarios.
Summary
Performing a customer relationship analysis will help you to identify possible reasons why customers or prospects are not as attracted to your products or services. This will lead to better strategies to improve your marketing campaigns.
Further Info
