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Updated: 2018-12-28 14:41:32
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Uw klantrelatie versterken - Marketingportaal
| Marketingportaal Home / Uw klantrelatie versterken
Het moet een onmisbare activiteit zijn binnen elke organisatie: het onderhouden en versterken van de klantrelaties. Toch wordt de klantrelatie in veel gevallen verwaarloosd als een klant eenmaal binnen is. Dat is jammer, want in veel gevallen levert een investering in uw klanten ook weer de nodige omzet op. In dit artikel enkele tips voor het versterken van de relatie met uw klanten.
1. Maak individuele marketing realiteit Personalisatie is van groot belang om uw klanten nog beter te kunnen bedienen. Internet biedt hierin enorme mogelijkheden. Webshops kunnen profielen opbouwen van klanten en zodoende producten aanbieden die afgestemd zijn op persoonlijke voorkeuren. Maar ook gepersonaliseerde e-mailnieuwsbrieven bieden een legio aan mogelijkheden.
Ook direct persoonlijk contact met uw klanten mag met name in de dienstverlenende sectoren niet vergeten worden. Bel uw klanten eens met regelmaat op of stuur eens een gratis advies.
2. Identificeer problemen vroegtijdig Problemen met klanten worden vaak te laat opgelost. In veel gevallen is de klant al dusdanig ontevreden dat hij snel zal overstappen naar een andere leverancier. Voor klanten van webshops zal dit proces nog veel sneller verlopen. Zorg er daarom voor dat problemen vroegtijdig worden geïdentificeerd. Implementeer een systeem dat klanten de mogelijkheid hebben om op een laagdrempelige manier een ontevredenheidsignaal af te geven of hulp kunnen inschakelen.
3. Bouw aan realistische verwachtingen Beloof niet meer dan ook realistisch is. Geef duidelijke productspecificaties en ondersteun dit desnoods met foto’s en video’s. Zorg dat de verwachtingen die worden gecreëerd ook worden waargemaakt of desnoods overtroffen. Als verwachtingen niet waargemaakt worden, zal de ontevredenheid bij klanten snel toeslaan.
4. Zorg voor een goede garantie Niet goed, geld terug! Zonder opgaaf van reden. Een dergelijke garantie zal een klant als erg prettig ervaren. Producten kunnen met gerust hart worden gekocht, want als het niet helemaal bevalt kan het weer gewoon worden teruggebracht.
5. Zorg voor informatie hoe men het product moet gebruiken Het is belangrijk om u klanten van de juiste informatie te voorzien. Niet te veel en ook niet te weinig. Consumenten vinden het belangrijk om te weten welke voordelen een bepaald product of dienst te bieden heeft. In de dienstverlenende sector kan het noemen van een realistische ROI effectief werken.
Ook internet biedt voor aanbieders van producten op dit gebied enorm veel kansen. Denk bijvoorbeeld aan video ondersteuning.
6. Sta open voor feedback van uw klanten Geef uw klanten de mogelijkheid om snel en eenvoudig feedback te kunnen geven. Laat daarbij merken dat deze feedback erg belangrijk voor u is. En doe ook iets met deze feedback. Een klant die merkt dat er weinig met zijn input gedaan wordt, zal in de toekomst niet nog eens de moeite doen om suggesties te geven voor het verbeteren van uw producten en/of diensten. Een klant die merkt dat er wel wat met zijn feedback wordt gedaan, zal in de toekomst eerder geneigd zijn om nog eens feedback te geven en zich betrokken te voelen bij uw organisatie.
7. Herken en rectificeer klachten van consumenten Klachten moeten natuurlijk zoveel mogelijk worden voorkomen. Maar als er klachten zijn, laat uw klant dan ook merken dat u de klacht serieus neemt en er alles aan zult doen om de klacht op te lossen. Klachten die goed worden opgelost hebben een positief effect op klantenbinding.
8. Versterk de loyaliteit van klanten Maak uw producten of diensten een standaard onderdeel van het leven van uw klanten. Er kunnen verschillende systemen en acties worden bedacht om klanten te motiveren regelmatig wat bij u aan te schaffen. Probeer daarbij te bendrukken dat u met een dergelijk loyaliteitsprogramma iets terug wilt doen voor uw klanten. Kortom, waardeer uw klanten, stuk voor stuk.
Dit artikel is geschreven door
Pascal Selles .