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When Customers Want to Hear from You

When you talk to your customers is just as important as what you say. But when is the right time? A Harvard Business Review excerpt on the use of technology as a tool for dialogue marketing.

Just like hitting a baseball, timing is everything when talking to your customer. If you don’t provide the right message using the right delivery vehicle at the right time, chances are your customer is going to ignore your hard-crafted pitch. In an article in the November issue of Harvard Business Review, authors Kirthi Kalyanam and Monte Zweben envision a computer-based model called "dialogue marketing" that interactively tracks and communicates with customers at the exact moments the customer deals with the company, be it during an address change or the purchase of a baby seat. "Its principle advantage over those older approaches," the authors write, " is that it is completely interactive, exploits many communications channels, and is ‘relationship aware’. . . ."

This excerpt discusses how a company might launch dialogues during customer "transitions," such as when they trigger a loyalty program or are poised to defect to a competitor.

by Kirthi Kalyanam and Monte Zweben

Full Story: http://hbswk.hbs.edu/item.jhtml?id=5105&t=technology&iss=y

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