MARTECH IS INEXTRICABLY ABOUT HELPING YOUR CUSTOMERS HELPING YOU – BY HELPING THEMSELVES IN THE EASIEST WAY POSSIBLE.
If you go back to Rule#1 in the previous post, you know the principle of reciprocity very much also applies to emotions. The customer who feels appreciated – meaning being sincere and with genuine interest how she feels- might become the customer who also wants to have an emotional relationship that us durable. Being genuinely interested in your customers means you deal with their terms and respect their pace. They determine the tempo, the intensity and the way they want to engage with you. Not the other way around. They determine what channels are preferred. Not you. As they do so, they switch screens, channels, journey stages and mindsets that make quantum computers look like a Gameboy.