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Earn Customers' Trust, Earn Customers' Business
Do your customers trust you? According to TeleDirect International, the top reason customers quit doing business with a company is the belief that the company is indifferent and unresponsive. This belief quickly turns into an erosion of trust and understanding.
One way to change that perception is to launch an eNewsletter that offers readers real value. Include articles that do the following:
- Provide news and discussion of top industry concerns
- Provide answers and solutions to customer questions or concerns
- Demonstrate that you are listening to customer feedback
Showing your customers that you understand them can reinforce your importance to them and build confidence in your expertise.
Watch customer interest
Write an eNewsletter that's honest and relevant. All the snappy content in the world won't be much help if it's out of touch with your readers' needs. Customer feedback and industry organizations can be great sources of inspiration for articles that target readers’ interests.
How do you know you’re hitting the mark? Take a look at your readership statistics. By its very nature, sending an eNewsletter is like taking a survey — one that doesn’t ask readers to visit a Web site or take extra time going through pages of questions.
Read between the statistics
You can analyze eNewsletter readership statistics to gain insight into customers' interests, beliefs and opinions. Use information such as the following:
- Which topics (tips, product news, industry headlines) attract the most readers?
- Which readers (CEOs, IT managers, HR staff) read which types of topics?
- Which topics should you bury next to Jimmy Hoffa?
Knowing what's on readers' (i.e., customers') minds can give you a great advantage over your competition.
The end result
Don't look at reader feedback or statistics as one more set of numbers you have to crunch; these resources can be pure gold. You can use eNewsletter links and statistics to open the lines of communication and promote reader trust. It really is as simple as recognizing which links garner the most interest, then providing more articles in those areas.
Business success starts with better communication. Contact the professionals at Proven Systems at (800) 720-5398 or info@provensystems.com. |
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