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1 year ago

ThePartnership no. 16

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How to build strong

How to build strong customer relationships? Marketing The strength of a good customer relationship lies in the ability to offer added value. And this often goes much further than supplying a product or service. It’s all about the customer experience. In order to achieve this, it is vital that you understand the needs and wishes of your customer. This all revolves around building and maintaining a good, personal relationship with your customers. It’s not about companies, it’s about people. Customer connection is a high priority at Enza Zaden. Prudencio Olivares, Regional Sales Director South Europe and Maria del Mar Peralta, Marketing Manager South Europe, explain how Enza Zaden approaches this concept. In the digital world that we live in these days - in which most contact takes place via e-mail, online or via text messages - it can be a challenge to work on the personal relationship with your customers. But it is also more important than ever. “In the past, we used to talk about product type or profile per country or region. Today everything is much more customised,” says Olivares. “We have customers in the same country or region with completely different demands, so they need different varieties. We have evolved from a generic market approach to a customer approach. This means for example we meet on a regular basis with our customers. Drink some coffee, talk about business but also about personal things, getting to know them,” says Olivares.” Maria del Mar Peralta and Prudencio Olivares Touchpoints Suspects, Prospects and Clients Website Advertisement/ advertorial Awareness Advertisement/ advertorial Word of mouth Reviews/testimonia Advertisement/ advertorial Consideration Seminars Networking 1:1 sessions Examples of Digital Touchpoints Webinars Purchase Aftersales Examples of Physical Touchpoints Satisfactory Surveys Business Event Retention/ Service Participation in advisory board Customer journey Satisfactory Surveys Loyalty Participation in stakeholder committees Paid Touchpoints Ownes Touchpoints Earned Touchpoints From customer journey to customer experience The customer journey is the ‘path’ travelled by a customer before deciding to purchase a product or service. By mapping the customer journey, you know which phases your customers will complete, what their feelings are during these phases and what their needs are during each phase. In general, we can distinguish five phases in the customer journey: 1. Awareness – the phase of realisation The potential customer becomes aware of his need for (your) product or service. 2. Consideration – the consideration or deliberation phase During this phase, the customer will consider where he will make his potential purchase. Various products and different companies will be compared during this phase. 3. Purchase – the actual purchasing phase The customer has already made a decision by this phase and wants to make the purchase. It is important to realise that customers can still withdraw during this phase. 4. Retention/Service – the repeat purchase / service* A phase for service starts as soon as the purchase has been completed (questions about product or service). 5. Loyalty – The loyalty phase During this phase, it is important to turn a (satisfied) customer into an ambassador. The customer will actively promote your product or company in his surroundings. The customer journey consists of online and physical contact moments. In order to achieve an optimum customer experience, it is important that the customer feels valued and heard during all these contact moments. * Phase 4 often takes longer in our sector, because we have a growing process to take into consideration. Contact between customer and supplier takes place during the growing process in the form of growing advice and reactions from the market. 14 | Partnership Partnership | 15

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