March 2002

The Secret to Lifelong Relationships with Customers? Exceed their Expectations.

Fresh, relevant, and thought-provoking content attracts new and prospective consumers and turns them into committed customers.

By Karla Spormann

Most marketing executives embrace the notion that some customers are more valuable than others. Customers that are most loyal to a specific brand buy more of a particular product. They're also more willing to buy extensions of that brand. Marketing executives understand that these loyal, high-value customers are ultimately more profitable than other, less committed consumers.

Yet not every brand succeeds in cultivating customer relationships that ensure a base of loyal customers. What's the secret to connecting with consumers in a way that inspires a lifelong commitment to a brand or service? At Tendo, we believe it takes more than listening to a customer's questions and providing answers. One key factor distinguishes brands that have deeply loyal customers: a company's willingness and ability to anticipate customers' wants and needs—above and beyond their stated preferences—and communicate with customers in a way that is meaningful, relevant, and creative.

The Web provides a powerful communication channel for building this kind of committed customer relationship. The Web allows a level of access and personalization not possible through mass or broadcast media, and it enables customers to interact with a company or brand on their terms. Marketers who successfully connect with customers via a website can create a deeper level of customer engagement with that brand or company.

Don't just say it, do it

Yet the burning question remains: How can companies leverage the Web to anticipate and deliver on their customers' needs, thereby deepening their relationship with them? At Tendo, we believe that offering targeted, engaging information is critical to achieving this goal. Just as every issue of a favorite magazine is filled with compelling, relevant, and surprising content, a successful company website must offer engaging, pertinent, and sometimes unexpected information.

We know it's easier to offer this advice than to follow it. Indeed, we're surrounded by companies that fail to exceed their customers' expectations. Instead, they offer up bland, predictable content about their brand, products, and services. The highly competitive skincare and cosmetics market offers a prime example: Many marketers in this category provide customers with branded Web content, but most stop short of presenting it in a way that sets apart their product line or brand position with creativity or originality. And if a company can't find a way to distinguish itself from its competitors, how can it expect its customers to do so?

The wireless services industry highlights a different challenge. Today's consumers are inundated with information about calling plans and new add-on services, yet wireless providers bemoan the lack of interest and use of these extended services among customers. Wireless providers must commit to educating their customers with compelling, relevant information in order to boost sales of specialized services. Without such information, consumers will remain unaware of how those services can benefit them.

Set a new standard for creativity and quality

The good news is that as editors and publishers, we know the secret to understanding an audience and connecting with customers in a distinctive way. Consider for a moment the blend of content, images, and organization that makes you loyal to your favorite magazine or newspaper.

The front page of the Wall Street Journal exemplifies an enviable combination of organization, presentation, and tone that committed readers turn to every day. The publication has hit upon a winning formula of format and style that readers recognize, trust, and enjoy. Yet the paper can still surprise its readers with an unexpected or provocative feature.

Other consumer publications resonate with their audiences in different ways. Whether it's Newsweek's "My Turn" column or Vanity Fair's "Proustian Questionnaire," every issue offers valuable information in a format that readers expect and appreciate. But they also return to the publications for the unexpected—a Newsweek exposé or a Vanity Fair profile.

The list goes on. The point is, simply addressing a perceived target audience is not enough. Not all content is created equal, and creating a website or sending a newsletter without carefully considering both the customer and the message—not to mention the format, style, tone, and quality—will not boost loyalty. In the long run, it may even undermine it.

At Tendo, our team of content strategists, editors, and marketers are experts in understanding and assessing the audience needs and creating content programs that deliver originality and value. As editors, our team understands that attracting and engaging a loyal customer base—whether for a monthly magazine or a branded Web site—means giving readers what they really want: information that's valuable, useful, reliable, and sometimes, just a little surprising.

About the author:

Karla Spormann is the president and founding partner of Tendo Communications.