Staying connected with your prospects and customers is one of the prerequisites of achieving success in marketing and making more sales. Also, with a variety of mediums it has become easier to reach out to your customers quickly.

Econsultancy columnist Jeff Rajeck has shared three common obstacles that different brands face in connecting with their customers and how they tackle with these obstables.

Rajeck says, “Econsultancy, in association with Epsilon, recently held roundtable discussions with dozens of senior client-side marketers to discuss how they are creating customer connections, and the problems they encounter. Below is a summary of what was discussed as well as helpful suggestions from other marketers as to how the ‘customer connection’ issues can be overcome.

1) Business transformation disrupts existing customer connection models

The first point raised by many attendees is that they are struggling to maintain customer connections because their businesses are going through major transformations. These transformations included:

  • A financial service provider moving from an agency-led business to one which sells directly online
  • A company in a highly-regulated industry starting to service customers online
  • An apparel brand striving to expand its appeal to younger consumers
  • A domestic brand expanding overseas

While each of these transformations is unique, they all involve a significant change to the marketing strategy – and disrupt how brands are presently connecting with their customers”.

Three ways brands overcome obstacles to connect with customers

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