Targeting top customers as "gold customers" - examples?
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Digital Marketing Manager at The Childrens Mutual
16 September 2008 09:42am
Hi, I would like to address our high value customers with a slightly different creative and proposition. I was wondering whether anyone has received or produced a promotional item that treated the customer as a ‘gold customer’ / ‘preferred customer’ that they'd be happy to send me a link to or to forward to .
Thanks
Nathan
Account Executive at Liveperson
17 September 2008 13:39pm
Hi Nathan,
We provide a way of targeting different levels of existing customer with a bespoke concierge service to provide relevant and prompt assistance using skill groups and routings. The engagement can either be through live chat, telephone or promotional offers based on an individual assessment of customer need using comprehensive business rules.
Our customers include Banks wanting to offer gold card customers "white glove" customer service, as well as Retailers wanting to offer high value customers options for recieving a more tailored experience.
What specific creative proposition did you want to offer key customers?
Thanks
Chris
Chris Humphris
http://www.solutions.LivePerson.com
Planning Director at Kitcatt Nohr Digitas
19 September 2008 11:58am
Hi Nathan,
I'm affraid I can send you any links, but the practice of having tailored comms for your best customers is well established.
WWF, a big environmental charity, has Guardians - a group of high-giving people - who receive special packs, reports about activities on the project they support and a special panda lapel pin.
You'll find examples of this practice everywhere, but the real question is who is your audience and what things could be appealing to them as as symbol of recognition.
For some, it is a thing, for some it's about belonging to a 'club' of a sort, for others it's a dedicated personal manager who writes to them - and everything in between. Ask your best customers and they will tell you what you should do.
Digital Marketing Manager at The Childrens Mutual
19 September 2008 12:33pm
Thanks guys. Insightful. We were primarily going to base comms around email and I have obtained some examples on behalf of one of my colleagues so I have passed back comments to her.
E-Business Consultant at Dan Barker
19 September 2008 17:36pm
hiya, Nathan,
don't know whether you've done so, but I would recommend taking up Chris Humphris on his offer. They have some really ingenious technology.
daniel
director at virtual zone
24 September 2008 13:55pm
Hi Nathan
We have used our Virtual Assistant technology for this sort of role where the knowledgebase can interact and integrate with other technologies and hand conversations on to call centre agents or launch a 'call me back' response. One of our clients is now planning to feed all their feedback and customer response through their VA.
All the best
Nick
On 09:42:16 16 September 2008 NathanKing wrote:
>Hi, I would like to address our high value customers with
>a slightly different creative and proposition. I was
>wondering whether anyone has received or produced a
>promotional item that treated the customer as a
>‘gold customer’ / ‘preferred
>customer’ that they'd be happy to send me a link to
>or to forward to .
>
>Thanks
>Nathan