Ensuring the ongoing relevance of your communications is key to not upsetting both existing and potential customers. There is a certain Kitchen Company that I will never deal with, because they woke me up every Saturday morning for months with a phone call, not caring that it was in the days when I did not get in till 3.00 am, and further not caring that I had repeatedly asked to be taken off the list.
So you can quantify areas of interest where people are responding via your website, but how do you quantify area of interest with people you are contacting for the first time?
Well this is where profiling comes in.
Again we are back to defining target markets, we have taken an initial view and structured our website accordingly. We are now receiving customer responses and better understanding their customer needs via the feedback forms, so it will be possible to identify who wants what from the relationship and categorise them into groups. If these groups match your target markets happy days, if not rethink. Either way having identified these groups it will be possible ti identify other new people that have the same characteristics and send send them the same relevant messages. Thereby minimising the effects of spam and consequential damage to your brand.
For more information on this see www.customer-relations.co.uk turn on your speakers skip the intro and select knowledge then next (this is an old site and some links have fallen over)
We were asked by Broxbourne Council to look at how to better manage the relationship between the Voluntary Sector and "Those who had historically been excluded from learning".
We identified that volunteers tended to start but not stay, and this was causing instability in the system. Our research identified that when volunteers has interests in common with the people they are helping, then there was a far higher chance of their staying.
We set up a web site that looked to identify and match the following Criteria:- Age, Interests, Location, Social background, and Mobility.
Clearly GeoDemographics and mapping tools helped to identify where the requirements were and how to maximise the chances of a good match.