Is Your Customer A Number Or A Person?
Customer Relationship Management can be deceptive because, in one way, every customer is an accumulation of numbers. Their number of visits, number of sales, amount of purchases, etc. are all numbers that go into your assessment of data and become part of your marketing strategies. Earlier in marketing history, mass marketing had to deal with individuals as numbers because there was not an ability to break the numbers down effectively into the persons those numbers represented.
This was all the early mass market gurus had to work with, but it was not ideal since people are individuals and like to be treated that way. ChainDrive’s CRM tool takes customer relationship management out of the era of mass marketing and into the dynamic of treating each customer as a person. The numbers are still there, it’s true, but the CRM tool gives you the ability to filter an individual’s shopping behaviors and patterns so an individualized promotion or product recommendation can be offered.
Customers like to feel recognized as an individual, but they don’t like to feel like stores are spying on them. The fine, fuzzy line between feeling validated as a person and feeling creeped out by a stalking store is defined by two things:
- Make it clear that tracking is done to groups, not individuals. People know they are watched as part of a pattern, but they don’t like to be watched as a target.
- Individuals who opt in to loyalty programs or other data-collecting methods expect to be rewarded for giving you permission to track their individual shopping behavior.
The comprehensive retail management solution that ChainDrive has designed allows the freedom to stay connected to your customers the way they prefer.