Tag Archives: Lead Generation

The Importance of Positioning Strategy and Target Market Profile of A Company’s Marketing Plan

23 Jun

A call center company dealing with software product leads must learn the importance of positioning strategy and marketing profile for them to have an edge among their competitors. Positioning is your selling concept; this is what motivates people to purchase your product, depending on the image that you choose to project as your brand to your target market. Your positioning statement will clearly identify where your company wants your product to be in your chosen market, thereby providing the direction of the message that will be communicated to your consumers.

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In your Target Market Profile you have to be able to identify your target customers that will represent the highest profit potential based on common characteristics and similar needs such as the following:

The demographic profile. This pertains to the gender, age, education, income, and ethnic background of the consumers. Depending on your product’s nature, certain characteristics will be more important than others, and some will be completely negligible. For instance, is your brand more appealing to males or females? Or can you say that it is gender neutral? The price of your product will also be a main factor.

The psychographic profile. This is also known as the lifestyle profile composed of three important characteristics namely: interests, activities, and opinions of your prospective buyers. It is essential that you are well-versed with the customers’ behavior because this is how you will know how to reach them by using a compelling message. Also, proper info about their media consumption is also crucial so you will know which platform to use in your campaign.

The geographic profile.  Know that geography will have a great influence on your company’s marketing strategy. Thus, your profile must consider your target market’s location in terms of key market or region. This will influence how the budget will be allocated nationwide. Does your particular brand wish to invest on strong regions or regions that require shoring up?

When doing target market profiling, your description must aptly portray the combination of these three: demographic, psychographic, and the geographic characteristics, or at least ones that are important to your company.

Improving Customer Service in a Call Center Company

10 Jun

Perhaps your company does an excellent job consistently generating software product leads, you never run out of targeted prospects day after day, week after week. But how is it going with your present clients? And are they coming back repeatedly because of the great service they receive, or do they walk out the door the minute they find out you cannot provide them with the holistic customer service that they expect?

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To better understand the right approach to customer experience, you need to put yourself in your customer’s shoes and look at things from their point of view. Are you aware of the common pet peeves, pain points and churning that go through each call? How is your service level? Do they get an answer promptly or does it take an eternity before someone accepts their call? Are you delivering the kind of service your company has promised or because of poor forecasting and overwhelming contact volume you just find it difficult to cope? Are the set rules and policies set by the call center management having a positive or negative impact on your customers?

You cannot expect to gain trust and loyalty from your customers unless you provide them the key elements of an efficient and reliable contact center such as:

-Easy access to needed info, inquiries, purchases, complaints, trouble-shooting concerning your product/service.

-Quick access to service. Do they need to provide their account number a gazillion times to receive a reply, an email, a call, or resolve a relatively simple problem?

-Do they get what they need from you? If so was it quick, easy, understandable? Or did they end up more confused prior to making the call?

You need to be able to answer these questions first to know the present state of the kind of customer service you are providing and therefore make room for improvement. Unless you do this you will never be able to align your contact center with the brand message you are promoting. First you need to equip yourself with the needed building blocks to provide your desired customer service experience, then you can already determine which policies and/or procedures can either be implemented or eradicated to serve your company’s and customers’ best interests.

 

Customers – Active Participants Your Business

20 Mar

Customers are not just mere passive receivers of information; they are active participants who think, decide, and judge the best things for themselves. Customers obtain a lot of information coming from what they see, what they hear, what they have tasted and smelled, and what they have read. They process these pieces of information according to their wants, needs, its pros, cons, price, availability, practicality, and best value for money.

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Gone are the days that customers solely receive information from traditional forms such as advertisements and flyers. Today’s technology allows the customer to make or break your product. A highly satisfied customer will post your product on Instagram and Facebook, and would give your product a 5-star review, while an angry customer can rant his dissatisfaction online and his post might virally spread. A simple review written on a blog post or on social media makes a huge impact on your business’ lead generation.

Customers research everything they need to know before making a purchase. They talk to family and friends for their experiences, ask subject matter experts about their opinion and knowledge, and read reviews and other possible alternatives on the Internet. After receiving reviews, they deliberate your products together with other alternatives that have sprung up. If a customer chooses you,  you are considered the best choice among others – for now.

We all want our business and our outputs as the best options for our customers. As times have changed, so is the customer’s needs. What the customer may use now will not be used tomorrow, for he has deliberately decided to change. We need to keep up to the ever-evolving market , and one step for keeping up is to know the customers’ minds.

Email marketing and telemarketing are two of the most direct methods of knowing your customer’s needs. Through these methods, you can directly present your outputs to your customer, and in turn, customers can give immediate feedback to you.

A certain number of customers who used to subscribed to your newsletter may have decided to unsubscribe – ask yourself, “Why did they unsubscribe? Is it because of the presentation? Or maybe he has found another brand?” A telephone conversation with a loyal customer has revealed that she was having problems with her products and delivery, and although she would still want to purchase your products, the problems she had experienced made her consider another alternatives. These immediate feedback probes you to discover problems you may have overlooked. After figuring out the problems, you can find the proper solutions to these and in turn, improve your business in the long run.

Remember, a customer chooses you after undergoing a process of decision-making and deliberation. Give your customers the constant 5-star satisfaction and you’ll receive 5-star loyalty and recommendations.