What is the general idea of the service?
Why are we piloting it?
The idea of conducting this pilot is to invite micro, small, medium enterprises and public institutions to test a tool, give the feedback and influence the final version of the tool.
Building a positive and long-term relationship with a client is in fact a never-ending process during which at least several basic conditions must be met. In fact, speaking about remote work there are some challenges to build the trust and connections with clients. The relations marketing we all knew at the beginning of 2020 has much less in common with what we do now. The situation we have been has forced brands to verify their marketing strategies and consider how they should communicate with customers. The aim of the pilot is to support micro, small, medium enterprises, and public institutions in improving their knowledge and position on the market by offering a tool for customer relationship building (theory, case study, quizzes, videos).
Why is your organisation invited to join?
Customer relationship building tool is open for all micro, small, medium, and public entities from different fields and industries from Baltic Sea Programme countries. It is helpful to assess and get the insight on customer relationships in relation to specific remote work.
What do you get?
You get access to online compact learning materials about process and tools on building and sustaining relations with customers in remote work- video lectures, practicing files, lecture slides.
You can learn the service material through book like pdf files or listen to the audio books that are inside the units. Each unit has reading material, audio book and small exercise set.
Click the image below to pop out a book reader. First is English and second is polish
UNIT I. RELATIONSHIP BUILDING WITH CUSTOMERS
You can either read the module or listen to this audio book
Building customer relationships in online business
Unit I. RELATIONSHIP BUILDING WITH CUSTOMERS
Exercises
Think about your customers and try to classify them according to their interest in your company’s offers and their influence, using the following scheme.
Once you have entered their names in the table, evaluate the validity of the proposed action strategies
Interests | |||
---|---|---|---|
Low | High | ||
Impact | High |
Keep happy
|
Key
|
Low |
Monitor
|
Interested
|
Interests | |||
---|---|---|---|
Low | High | ||
Impact | High |
Keep happy |
Key |
Low |
Monitor |
Interested |
Think about your customers and try to list situations in which they have
expressed satisfaction with your company’s offering.
- What made them happy?
- Was this factor repeated with different customers?
- How did they let you know they were happy?
- Did this translate into growth for your business?
Make an initial diagnosis of the way you contact your customers. You can use the table below.
Do all customers use the same communication channels?
Is it possible to segment your customers?
Dimension | Description | Yes/No |
---|---|---|
Increasing Brand Awareness | ||
Social Media Ads | Advertising on various social media platforms | |
Google Ads | Pay-per-click advertising on Google | |
Traditional Print and Media Ads | Advertising in traditional media channels | |
Organic Content | Creating blogs and organic content | |
Acquisition of Customer Data | ||
Internet Data Search | Searching for data on the internet | |
Survey Data Collection | Use of survey after clicking on advertisement | |
Customer Profiling | ||
Media Preference | What type of media do they prefer to interact with? | |
Specific Platforms |
Platforms of interest:
|
|
Active Channels |
Channels they are most active on or likely to see:
|
In its simplest terms, a loyalty programme is an exchange of benefits, so a simple principle can be applied in the form of: customer action – your company’s response.
Try to think about what customer action would be most desirable to you and what you could offer the customer in return. You can use the following table.
Action | Reaction |
---|---|
Spending €20 to buy my product/service | Discount of 2% on purchases. |
Recommending my company on Social Media | More frequent contact on social media and customer promotion. |
UNIT II. LONG-DISTANCE BUSINESS RELATIONSHIP MANAGEMENT
You can either read the module or listen to this audio book
Building customer relationships in online business
UNIT II. LONG-DISTANCE BUSINESS RELATIONSHIP MANAGEMENT
Exercises
When deciding to use written communication, it is worth considering what will
be better in a given case: a blog or a website. The following tool can be used
for assessment. By inserting the “√” sign closer to a given characteristic that is
suitable for your needs, the predominance of characteristics corresponding to
the website or blog will be indicated.
Specification | Website | My preferences | Company blog |
---|---|---|---|
Content strongly related to the essence of the company's activities | any, unlimited | author unknown, content prepared anonymously | |
Author | author unknown | author known by name or nickname | |
Comments | no ability to comment on content | commenting is an integral part of the blog | |
Technology | often complicated | simplified, easy to use | |
Context | marketing and offer material | diverse material, without direct promotion | |
Scope of functionality | wide | specified | |
Complexity of navigation and structure | high | low |
When deciding on a particular form of content marketing, it is worth analysing your potential before deciding. You can use the table below to do this:
Form | Description | Time [1-5] | Idea [1-5] | Ability to use [1-5] | Average |
---|---|---|---|---|---|
Guide | aims to educate consumers, dispel doubts and provide knowledge, while also supporting website positioning | 0.00 | |||
Company blog | is used to publish guides, news, updates and other useful content for users, supporting communication, loyalty building and SEO activities | 0.00 | |||
Expert article | reliable and specialised content created by experts and published on the company's website, blog or external services | 0.00 | |||
Sponsored article | is intended to promote a brand, product or service in a subtle way; often used as a source of links for SEO campaigns | 0.00 | |||
Interview | allows a brand to be presented in the form of a conversation with its representative; most often published in online trade magazines | 0.00 | |||
Product description | presents the benefits of buying a particular product and supports the positioning of the online shop | 0.00 | |||
Category description | allows for a better understanding of the online shop's offer and the selection of individual products, thus supporting the positioning process | 0.00 | |||
Review | presenting the strengths and weaknesses of products, services, their application, distinctive features compared to the competition | 0.00 | |||
Ranking | product and service comparisons published on the company blog or external services | 0.00 | |||
Newsletter | sending valuable content to the e-mail addresses of subscribers to the shop or company database | 0.00 | |||
e-book / audiobook | e-books or listening books which convey valuable information about the brand | 0.00 | |||
Social media content | allows direct communication with the audience and the building of long-term relationships | 0.00 | |||
White Papers | specialised studies on a specific problem or issue, often used in industrial and technological sectors | 0.00 | |||
Case Studies | descriptions of positive experiences of cooperation with clients, illustrating the effectiveness of the solutions offered | 0.00 | |||
References | testimonials and recommendations written by clients cooperating with the company, usually posted on the company's website | 0.00 | |||
FAQ | question-and-answer databases, which provide customers with knowledge and allow them to avoid many repetitive queries | 0.00 | |||
Infographics | the combination of text and graphics makes it possible to convey a lot of interesting content in an original way | 0.00 | |||
Video | videos posted on the company website, video blogs, YouTube videos on the brand and its products | 0.00 | |||
Podcast | includes interviews, tutorials and instructions made public in the form of streaming (to listen, watch) | 0.00 | |||
Topical social media groups | provides opportunities to reach audiences, establish communication-based relationships with them, promote products or materials | 0.00 | |||
Own online forum | discussion forums on industry or specific products | 0.00 | |||
E-Learning | provision of electronic training materials for customers, employees or business partners | 0.00 | |||
Online games (gamification) | use of games for business purposes, e.g. product promotion or education | 0.00 | |||
Photo-sharing | posting photographs (e.g. on Instagram), particularly attractive for fashion, beauty or interior design industries | 0.00 | |||
Social bookmarking | light, entertaining content (e.g. Wykop.pl), which aims to attract the audience's attention | 0.00 | |||
Webinars | a video presentation, interview or online mini-training course that aims to educate, inspire and develop | 0.00 | |||
Rebus, quizzes, puzzles, tests | lighter forms that catch the audience's attention, allow them to test their own knowledge and have fun at the same time | 0.00 | |||
Research reports | the results of surveys, research or studies that may be of interest to clients or the industry are developed and published | 0.00 | |||
Microsites | a separate page highlighting, for example, the history of the brand, its specific activities (involvement in certain projects) or promotions | 0.00 | |||
Mobile application | a simple mobile application made available to recipients of the corporate website, which may facilitate the use of services, promote products or offer additional functionalities | 0.00 |
Collect the results about your company (this can be information gathered on the internet, but it is important that a specific question is asked:
“How likely are you to recommend the company to a friend?” on a scale of 1 to 10, where 1 means “most unlikely” and 10 means “most likely”). Place the values indicated by the following respondents in the table and they
will be automatically assigned groups.
An automatic NPS summary will appear in the final table.
Net Promoter Score (NPS) Survey
No. | Respondent | Value [1-10] | Category |
---|---|---|---|
1 | Respondent 1 | ||
2 | Respondent 2 | ||
3 | Respondent 3 | ||
4 | Respondent 4 | ||
5 | Respondent 5 | ||
6 | Respondent 6 | ||
7 | Respondent 7 | ||
8 | Respondent 8 | ||
9 | Respondent 9 | ||
10 | Respondent 10 |
NPS Summary | |
---|---|
% of Promotors | 0% |
% of Passives | 0% |
% of Critics | 0% |
Net Promoter Score | 0% |
UNIT III. CUSTOMER SERVICE RELATIONSHIP MARKETING
You can either read the module or listen to this audio book
Building customer relationships in online business
UNIT III. CUSTOMER SERVICE RELATIONSHIP MARKETING