Trend setting!
Dennis Gilham on five essential customer trends that the postal sector cannot ignore. This, the last in this series, we identify five key customer trends to watch:
-Brand boosters
-Performance analytics
-Coupon comeback
-Clubbing
-Social networks and tomorrow’s spenders
Brand boosters: Many brands are changing the focus of attention from one way communications to interactive assistance. Convenience loving customers now expect to receive supporting services and ‘brand boosters’ have recognised the value of providing them. The USPS has created an online virtual simulator that allows customers to check the size of objects for posting against standard parcel sizes.
Performance analytics: Performance optimisation is now at the heart of business objectives; without the right data management must steer through business blind-spots. Whether the focus is on cutting out waste or achieving growth doesn’t matter, performance data and measurement is gaining importance in every aspect of business life. The beauty of modern communications systems is analytics that have depth. Joined-up customer communications requires multi media channels to work effectively together; that means networks are expected more and more to provide usage and event data plus management reports and analysis tools.
Coupon comeback: Vouchers and loyalty schemes are making a comeback; with new technology coupons are being transforming into a cutting-edge customer favourite. It is hard to think of another marketing tool that can deliver such consistent returns with their ability to increase footfall and basket size, to cross-sell and to introduce consumers to new products. Coupons having unique serial numbers and offering a choice of activation methods, counter, mobile and online, can motivate customers and collect essential data. Coupons provide a gateway to long lasting customer relationships and the opportunity of promoting new and innovative solutions.
Clubbing: Membership card-carrying is still rising. Once signed up for something of value, made a commitment, the relationship becomes strong and takes on part of the customers’ identity. This is equally true in the business world. Business clubbing works best when they offer more than simply access to a service; when they unite customer groups with a common goal or experience. Think of interest groups, professional groups, and travel groups, for example. There is another advantage of club building and that is loyalty.
Social networks and tomorrow’s spenders: Teenage spending power appears to be defying the trends; proving a resilient and lucrative market during the downturn. Media-savvy, continually connected, today’s teenagers are fickle as they flit between communications channels, latch on to trends, explore social networks and virtual worlds, but view much of the advertising with scepticism. Comfortable with technology, opinionated and hard to please, winning them over is a challenge and an opportunity. Teenagers appreciate the qualities of mail; however, solution providers must connect with teenagers in their own environment offering relevance and intrigue. Companies have to combine the right brand with the right message in a transparent and honest way – appropriate to the age group and surroundings. Fashion retailers, mobile phone operators and multimedia service providers are just a few of the industries offering life style support to this important customer group.
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In this exclusive series of six parts on customers and the postal sector we looked at the importance of insight, its’ relevance to developing a strong business strategy and to cost cutting. We also discussed putting customers at the centre of operations and the importance of aligning postal sector success factors with the needs of customers. Finally we reviewed five essential management tools for improving customer focus and five key customer trends to watch.
Dennis Gilham: Biography
A Chartered Engineer and Fellow of the Chartered Institute of Marketing with over 30 years experience of delivering customer facing solutions in the postal sector. Dennis has held senior industry roles as Head of Corporate Partnerships, Group Business Line Director, Group Director of Product Marketing and Director of Research & Development. He has built a unique set of skills and knowledge in promoting new solutions for business customers of all sizes in mail, express and parcels.
Having worked with Posts worldwide, contributing to their business development through customer insight, marketing strategy and innovative solutions, Dennis now has the opportunity to help postal management in his capacity as Independent Strategy Advisor.
+44 (0)79 74 97 50 00
