(Photo credit: :: Wendy ::) |
With the cost of reaching out to customers and prospective customers falling to almost nothing, it is more important than ever that companies and organizations remember who bears the greatest cost every time they reach out to a contact. The contact does.
Even with permission marketing, you can reach out too much. Even with those who are already your fans or supporters or customers, if you call four times in one weekend, you are going to annoy them.
Organizations need to understand that there is a cost of time and attention every time they call or email someone. They need to be sensitive to the fact that both time and attention are in short supply for most people. IF they are going to contact you frequently, they should provide you something of value with that contact. IF they are going to contact you frequently, they should recognize that it is easy to cross the line into annoyance and get put on the don't call list.
In the best of situations, organizations create reasons for their customers and supporters to reach out to them! It's hard to overdo it when you have your customers contacting you!
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