Functioning as guides to the brand's content and product, they are essential for maturing consumer interest, thus increasing the chances of conversion and loyalty.
In this article, we will provide you with some context on the importance of the role played by relationship rulers and how you can include this tool in your communication strategy.
Read also : Relationship ruler for nurturing leads and building customer loyalty
What are relationship rules?
In the context of marketing and customer management, these rules are strategies and processes implemented by a company to maintain and improve its relationship with customers over time.
Planned as a sequence of interactions, which can be in the form of emails, notifications or in-app messages, the format can engage customers, offering content and ongoing support to create a positive experience, with the aim of gaining customer loyalty.
This type of communication is applied in a scenario with multiple competitors, where it is necessary to draw up an intelligent plan to attract the attention of leads and convert them into users.
Therefore, they need to be carefully planned, bringing relevant information and the desired action without forgetting to personalize the content for each target audience.
By using relationship rulers, companies aim to ensure their presence in the minds of consumers, reinforcing that their needs will be met with a satisfactory experience.
Ruler types
Communication rules have different variations and involve multiple channels, addressing different stages of the customer life cycle, from initial interest to the reactivation of former consumers.
Due to these characteristics, they are adapted to different moments of approach and are singapore phone number example sent according to the objective of the outlined strategy. The best-known models of relationship rulers are:
Welcome: Introduces the brand to new customers and provides essential information;
Education: Seeks to educate customers about products/services, maintain interest and encourage participation.
Post-purchase: Provide guidance on the use of the product/service and encourage satisfaction.
Cross-selling and Upselling: Show products and services that improve the user experience, bringing an upgrade to the customer.
Reactivation: Sent to inactive customers, they aim to encourage them to return to using the tool or product offered by the brand.
Updates and News: The purpose is to keep customers informed about new products, features or improvements.
Ongoing Support: Provides after-sales assistance to ensure continued satisfaction.
Loyalty: Encourages the frequent use of products and services to participate in loyalty programs.
How to insert them into customer management
The effective insertion of relationship rules into customer management requires a structured and integrated approach, as they will become an organic and effective part of your company's strategy.
Therefore, we have separated the main steps so that they can be built in a conscious and intelligent way, aiming to build lasting relationships with customers.
1. Mapping the Customer Journey
The first step is to map the customer journey, from first contact to loyalty. This will help you identify the most appropriate stages and points of contact to insert the relationship rules.
2. Defining the objectives
For each stage of the journey, define specific goals you want to achieve with the strategy. This could be increasing brand awareness, generating leads, driving sales, or building customer loyalty.
3. Creating Relevant Content
Develop valuable and relevant content for each stage of the journey. Use different formats, such as emails, articles, videos, webinars, case studies, invitations to free trials and other templates to meet the needs and preferences of your audience.
4. Automating the Process
Use marketing automation tools to simplify the sending of personalized emails and messages according to the stage the customer is at in their journey. This way, you can delegate tasks to technology and analyze the performance of your metrics more accurately.
5. Personalization
Use customer profile and behavior information to personalize the experience and increase engagement with the relationship ruler.
6. CRM Integration
Always integrate the rulers with a CRM system to have a complete view of the customer journey and further personalize actions and content.
7. Monitoring and Adjustments
Monitor the results of the actions taken and make adjustments as necessary. Test different content, formats and strategies such as A/B testing to optimize performance and achieve desired goals.
Advantages of adopting relationship rules
Implementing relationship rules brings a series of benefits to your company, especially when the intention is to keep customers engaged throughout the purchasing journey or to build loyalty with your brand.
The messages sent have enormous potential to build a more genuine connection, helping to retain the customer base and acquire new products and services.
Furthermore, this strategy can be a great tool to make your presence felt in the minds of customers, ensuring that your offers are always considered in cases of need and support.
Not to mention that they can be adapted to deal with changes in customer behavior, maintaining relevance over time.
Finally, we cannot forget that rulers are instruments that facilitate daily work, since they are automated and personalized by interest groups, thus providing valuable insights into public perception and new trends that emerge in your field of activity. V