We all want to feel cared for, valued and understood, and B2B customers are no exception. For this reason, when, for example, we receive an email that we detect has been mass-produced, we may feel rejected . We are surely talking about a communication that seeks to generate value and connection and, let's not forget, surely some kind of commercial relationship. If it interests the recipient, it can be successful, but if it is not the case, as the saying goes, it can backfire.
We all know that the larger the company or organization that interacts with us, the more difficult it is for any communication to be created specifically by and for us. Obviously, a newsletter from your insurance company or that fashion company you love will hardly be created for you, but it can be more or less fine-tuned. And in a market where buyers are increasingly more informed, they expect companies to offer solutions tailored to their specific needs and a personal approach in each interaction .
Let's give an example. It's not the same to receive a generic email with Black Friday offers, than an email created and thought out specifically for a segmented group of loyal customers. Let's say, for example, a group for women aged 30 to 45 who have bought from that fashion store over the last month.
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Watch out for Hello [name]!
Have you ever had a supposedly personalized email arrive with france whatsapp data an error? In the B2B world, personalization has to go far beyond the classic tactic of including the client's name in an email or sending an automatic greeting on their anniversary. This resource, which can work, has to be accompanied by other valuable things. For all types of communication, we have to have a deep knowledge of each client: their needs, challenges and long-term objectives. Whether they are more or less massive communications or one-way communications.
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In an environment where business relationships can last for years and have a large financial impact in the long run, personalization allows us to build trust, establish added value and consolidate customer loyalty. We need to avoid haste and short-termism, and focus on demonstrating that we are focused on the needs of the customer. To do this, personalizing messages, and doing it in the best way, will always give us a better result.
Some tips to take care of customers
Any company that makes an effort to “take care” of its customers, adapting its interactions and offers to their specific needs and aspirations, not only improves its business relationship, but also creates a bond of trust and loyalty. Let’s look at some of these points in more detail:
Proactive and constant communication: It is important to maintain regular and proactive contact. And very important: not only when you want to close a sale or in times of crisis, but at all stages of the customer life cycle.
Offering tailored solutions: We must show understanding of their needs with personalized proposals and specific adaptations to their real problems.
Quality after-sales service: The relationship doesn't end with the purchase. Follow-up, after-sales support, and willingness to resolve issues after the transaction are clear signs that the company cares about the customer's ongoing well-being.
Active listening: Listening to and applying their suggestions and feedback shows that they are taken into account, which increases satisfaction and makes them feel valued.