Effective marketing. -Beyond customer satisfaction.

Effective marketing. -Beyond customer satisfaction. No one denies that to achieve lasting and profitable customers is necessary to establish and cultivate a lasting relationship with customers based on trust and dialogue. However, few companies actually demonstrate (with deeds, not just words) by clear guidance to exceed customer expectations. Speaking today is relationship marketing, as well as customary, almost obligatory in any media try on successful strategies for marketing products. No one denies that to achieve lasting and profitable customers is necessary to establish and cultivate a lasting relationship with customers based on trust and dialogue. However, few companies actually demonstrate (with deeds, not just words) by clear guidance to exceed customer expectations. For most of them, it seems as if the mere customer satisfaction was the goal of your marketing strategy. Like that, today, something out of warranty ... Satisfy or loyalty? If we think a bit about the services we consume every day as customers, we realize that most of the companies that provide services, aim high, in the best case, getting a higher ratio in the rate of customer satisfaction. For most companies we deal with, his ultimate dream is to lend the service they expect, "no complaints, everything is fine." The problem comes if there is another brand that exceeds the usual level of satisfaction and attracts customers, then starts the price war, extraordinary benefits and the company begins to question whether his clients are really loyal or not. Although it is a truism, the mere fact that a brand we provide a product or service, is no guarantee of loyalty commitment on our part. If our relationship with the brand is based solely on the trade treatment, appears as another improves we'll offer at least tempted to try to compare. However, if in addition to the business deal, the company has endeavored to meet, to adapt their products or services to our preferences and show us that we are important to her fidelity premiándonos with exclusive privileges, may cost us a little carried away by occasional offers for attractive they are. A loyal customer is not buying us time to time, perhaps because they do not have a better offer. Is that stays with us despite being tempted by other offers, is still thinking (and especially feeling) that we are your best choice. We prefer for some reason that is hard to match and here is the key to successful marketing today: loyalty for what we do very well, if possible, something difficult to imitate by others. The economy of affection Brian Clegg has in his book "Inspire the heart of customers' own history of a small restaurant that served them very kindly to him and his wife on a couple of occasions we went to dinner during their summer vacation. The following year he returned to dinner at the same place and not only surprise was that after so long the owner greeted them warmly remembered and when received, but also to serve them at the table exclaimed "the same table as last time, but I that this time the site has been exchanged. " Recalling that it was true, the author noted that stunned and recommended this small restaurant for years, until they learned that the store had changed hands. Companies have learned to prove with facts to their clients, their biggest concern is not just serve effectively, but do so friendly and generous, even exceeding initial expectations by providing aid or sincere and relevant, without expecting anything more to change the client's welfare, are companies that have discovered the power of affection. Something that is impossible to imitate anyone, that is unique and memorable if clearly manifested. The love we give to a client is one of the most profitable investments we can make in our business. If you are honest and well understood, show affection to a good customer from time to time, may cause it prefers to stay with us for life and to become one of our best sellers. A customer can give us more emotional benefit that any self-respecting advertising. The emotional marketing relationship marketing Ultimately we see that we have moved from transactional marketing paradigm "I have a product, who do I sell?" Relationship marketing to the "I have a client, how and what you sell?". But that is not enough, as we have seen, the brand-customer relationship simply does not guarantee an enjoyable experience. Most of us have relationships of convenience with organizations that gladly would change if there are any options. We are all interested to have an alternative to estate or any of the monopolies to which we are bound by necessity. But the paradigm of emotional marketing, answered "I have a client, how I can help?" Yes differentiates one organization from another. When a company cares to help their customers, is proving to be interested before their welfare and development and turnover after they bring to the company. The key is knowing perhaps choose the clients that we show affection for your gratitude be manifested in more profit and more cost. What is the emotional marketing? If we are inferring that the emotional marketing is a useful and powerful in the hands of a company with a clear will to remain and grow in the market, we would do well to learn to define its scope and limits. So we could define the emotional marketing "proactive a company to find and develop a lasting bond with your best customers to feel the brand as their own and need to contribute to their growth and survival." Having identified the best customers, the brand adds emotional value to the relationship in the form of aid or affection desirable, consistent, timely and generous to the subject. Assistance should be provided so that always produces an experience: personal, positive, relevant, clear, consistent, mutually beneficial, original and memorable. Thus, this aid exceeds customer expectations and produce a sincere desire to reciprocate, which is materialized in the affection and commitment to the interests of the company brand-short, medium and long term. Emotional Marketing, therefore, is not a new way to sell, but to ensure customer retention and increase sales volume. What is emotion? As defined Madduck in his book "Marketing to the Mind" (fig.1) emotion is "a feeling produced by the subconscious at the chance to meet a basic need that prompts the body to act for it." Other authors (see references) define emotion as "an immediate response in the body that tells the degree of favorability of a stimulus or situation." This indicates that we can feel emotions of two types: positive and negative, depending on the perceived favorable result for our protection and personal development. Thus, we could say that people experience positive emotions when we perceive is an aid to our wellbeing and feel negative emotions when we perceive is a threat to our sense of security and personal development. Thinking and feeling Commercial communication is characterized by its persuasive speech in which he tries to convince the prospect buys through rational arguments and / or emotional. Here, direct marketing is known for his ability to argumentation and brand communication (also called "branding") for its emotional content. The emotional marketing becomes a mixture of the best argumentative power direct marketing, broadcast media code own brand best ads in which the emotions come to the surface. Is about bringing the power of reason and emotion in the same strategy, although deep down we all know that they are not separate. In his book "Emotional Intelligence" by Daniel Goleman shows us how the mind and heart are completely related to our decision process. The emotion becomes the bridge between the need and behavior and is part of an indivisible whole that is the intelligence that could be classified into two groups: mind and heart, reason and emotion, neocortex and amygdala. Human beings think and feel so indivisible. Every decision we make implies a process of reflection that goes beyond simple logical reasoning. In fact all of our decisions are the result of a conscious, rational and an emotional (and sometimes subconscious) that drives us to it. In any case, reason and emotion form a perfect balance in humans (see fig. 2) establishing a compensatory balance between the two. And here the 1st part of this interesting article. Next week, in the 2nd and last part, Pere Rosales will speak the power of emotion, the emotional marketing = marketing experience, about what customers want? Affectivity and effective. Do not miss it!

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