Dots Oyebolu is the Senior Product Marketing Manager at Preventous Inc.
Remember the good old days of Public Relations? Press releases, media relations, and spin doctors? Well, while those elements still play a role, they’ve been joined by the dynamic and responsive world of Customer Relations (CR). CR is the same as PR but with a twist. It’s like the PR of the digital age – with a dash of social media pizzazz, a sprinkle of authenticity, and, most importantly, a customer-first mindset. This article will explore why Customer Relations is a driving force behind thriving businesses today.
The Influence of Social Media
Let’s start with the go-to platform for candid opinions and viral cat videos—social media. In today’s CR-driven world, social media serves as a public square where customers and brands meet, greet, and occasionally clash. Social media has empowered customers, providing them with a direct line to companies. A single tweet or Facebook post has the power to elevate or damage a brand.
Transparency: The Foundation of CR
Now, let’s focus on transparency—an essential component of CR. Transparency means being honest about who you are and what you stand for. In this digital age, customers are skilled at spotting inauthenticity.
Brands that embrace transparency don’t just sell; they build trust-based relationships brick by brick. Trust is the invisible glue that binds customers to your brand. It’s not something you can buy; it’s something you earn. In the realm of CR, trust-building is non-negotiable.
Think about it – would you buy from a brand you didn’t trust? Of course not! The Edelman Trust Barometer tells us that 81% of consumers consider trust in businesses as essential.
Take a page from Patagonia’s playbook, a brand that epitomises trust and transparency. They encourage customers not to buy their products if they don’t need them, even if it means fewer sales. That’s a commitment to trust.
The Customer-Centric Revolution
Customer-centric revolution is a fancy term, but it boils down to this: putting customers at the heart of your business. In this CR era, it’s not just about offering a product or service – crafting experiences that resonate with your audience. Why?
A Walker study had predicted that by 2020, customer experience will outshine price and product as the key brand differentiator – and we see that playing out today. In other words, customers will likely take their business elsewhere if they don’t have a stellar experience with your brand.
Take a look at Amazon, the titan of e-commerce. Their obsession with customers isn’t a well-kept secret. They’ve set the gold standard for CR by prioritising the customer experience above all else.
Personalisation: The key to connection
Customers want to feel special like they’re your one and only. Thanks to technology, we can now provide that personal touch at scale.
Remember the frustration of seeing irrelevant ads? Well, a report by Evergage (acquired by Salesforce and now rebranded as Interaction Studio) shows that 63% of customers are irked by generic advertising. The solution? Personalisation.
With its tailored recommendations and personalised content, Netflix is a prime example of personalisation done right. They know what you want before you do!
Customer Service: The New PR Superhero
Customer Service used to be the unsung hero in the background, but now it’s stepping into the spotlight. In the CR era, it’s not just about resolving issues; it’s about ensuring customers feel valued. A study by Harvard Business Review found that customers with positive experiences spend 140% more than those with negative ones. This shows that customer service is no longer just operational—it’s a revenue generator. Remember United Airlines’ PR debacle? Poor customer service turned it into a full-blown crisis, causing a $1 billion hit to the company’s market value.
Storytelling: Where Emotions Meet Engagement
In CR, stories are the magic beans that grow into beanstalks of brand loyalty. People connect with stories, and they remember them. A study by OneSpot found that personalisation through storytelling increases content engagement by 31%. Why? Because stories evoke emotions, and emotions drive engagement. Nike’s “Dream Crazy” campaign featuring Colin Kaepernick is a prime example of storytelling that ignited a conversation and stirred emotions. It wasn’t just an ad; it was a story that resonated with people personally.
Crisis Management in the CR World
What about those inevitable crises? Every business faces challenges, but how you respond can define your reputation. Zendesk research shows that, on average, customers share poor experiences with 15 people. In the digital age, that’s a big deal. Successful crisis management in CR is all about converting negatives into positives by listening, empathising, and acting quickly. Domino’s handled a major crisis by rebuilding customer trust, turning a negative into a brand revival.
Measuring CR Success
You can’t talk about Customer Relations without discussing how to measure success. Key performance indicators (KPIs) like Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Lifetime Value (CLV) are crucial for tracking CR efforts. These metrics help gauge whether your strategies are meeting customer expectations.
Challenges and Pitfalls
Let’s be honest, mastering CR isn’t without its challenges. Handling negative feedback and managing customer expectations can feel like navigating a maze. Studies show that a single negative review can cost a business 22% of potential customers. The key is turning these pitfalls into opportunities. For example, after facing a major crisis, Airbnb didn’t just ignore it. They revamped their security policies and introduced the Host Guarantee program, turning a challenge into a trust-building opportunity.
The Future of Customer Relations
Brace yourself—the future of Customer Relations is poised to be revolutionary. We’re looking at a future where technology, such as AI and chatbots, becomes increasingly integrated into customer interactions. According to PwC, 72% of business leaders believe AI will provide a major business advantage in the years ahead.
Sustainability and Social Responsibility: The New Essentials
In a world with environmental and social challenges, customers increasingly want to align themselves with brands that share their values. We’re witnessing a movement where brands are becoming more than just providers of products and services; they’re becoming advocates for causes that matter.
In this age of connectivity, social media, and information overload, Customer Relations isn’t just a trend—it’s a necessity. Building trust, delivering personalised experiences, and putting the customer at the centre of your universe are the keys to success. So, here’s the deal. If you want to stay ahead in the Marketing game, you’ve got to embrace Customer Relations as your life depends on it. It’s not just the new Public Relations; it’s the future of your brand’s reputation.
