Marka Outlines the Principles Behind a ‘Customer Nurture Program’ (Part III)
“Remember our discussion on segmentation?” Marka asked. “We only send these out to customers and prospects every 2-4 weeks, at most. Believe me, we’re not going to hit current customers that know our services with 25 ‘nurturing touches’ in the first two months.”
“I love it!” Numo jumped in with gusto. “Our runners are expensive, and each sales call can cost hundreds of O-bucks. It sounds like the CNP will save FEI precious time and money. We could have customer service reps and even sales trainees handle a lot of the customization. With o-puters, we can generate thousands of these communications and program them to go out automatically. When we get responses, we’ll follow up with appropriate actions.”
“I see,” Zoot said, nodding his well-coiffed head. “And based on the response, we could add someone to our database, send another targeted written communication, make a phone call or jump straight to a sales visit if appropriate. It all sounds as intelligent and well thought out as an epic poem.”
“The cost of doing business will plummet,” Org said as he watched the last of the clouds lift from the radiant sun. “We’ve been wondering how to market to our smaller but loyal customers. This customer nurture program is the answer.”
“So what you’re saying is...” Marka started.
“I approve!” Org replied. “You young marketing guns never cease to impress me.”
A harvest moon later, the CNP had “dripped” enough to erode the rock of buyer uncertainty. The intelligent, well-targeted communications, arriving with just the right frequency, had placed FEI firmly “top-of-mind” with prospects, occasional customers and regular customers alike. As a result, sales rose 18 percent during the next cycle. Numo was delirious! Even skeptical Zoot couldn’t explain the jump in sales. The only suspect was the effectiveness of FEI’s new marketing strategy.