Buckets

The Art of Nurturing

Recently, I’ve been thinking a lot about the power of connection between people. My group of family and friends is close and at any given moment we all have different wants from each other. Sometimes I rely on them for advice and sometimes they come to me for a listening ear. Over time these relationships have become very strong due to reciprocity, loyalty and consistency.

Each one of these friendships is strong not by chance, but because both parties invested the time necessary to build up something of value. At any given moment one friend might need more attention than another friend. In my mind I place them in different buckets based on where our relationships currently stand, as no two friendships are alike. Much like these friendships, the connections brands have with their ever-changing customer needs alter on a daily basis.

While one customer might be thrilled with the quality of service and personalized advertising/marketing efforts, another customer may feel as though you don’t know them at all. There is an art in nurturing to be able to assess where your customers are at on an emotional level to tailor messaging to them appropriately.

Here are a couple of tips to help you better nurture your customers:

  • Implement a Data Management Platform: You need a centralized hub to intake and store all of the data on your customer. This must be able to intake known/anonymous data from all sources, including offline, to help you have a 360-view of your customer before determining what data you need to collect.
  • Collect Relevant Data: You may find that you’re collecting data that doesn’t matter. If this is the case, pitch it. There is no need to collect data that doesn’t directly benefit the customer or you. Continue to monitor what is working and what you need to refine the data you collect.
  • Create Buckets and Segments: As you setup any campaign, you will want to have triggers that move people into appropriate buckets. For example, after a customer has made two online purchases in one month, you may want to move them to bucket indicating they are more likely to make online purchases than other customers. This can help with future targeting. As you go through all of your segments, begin to create logic on which bucket your customers should be in and how to craft strategic messaging around those buckets.
  • Measure and Test: Once you have success criteria setup, it becomes easy to measure whether or not you hit your goals. From there, you can refine your nurturing campaigns and adjust continuously as needed.

There is an art to nurturing your customers. Think of it like a conversation in person – you start by saying hello and then go from there. By keeping it real, authentic and genuine you have all of the makings to allow the conversation to grow organically, ultimately building a stronger relationship with customer.

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