Most recruiters understand the importance of marketing: a powerful web presence, professional business cards and an overall brand image that conveys the value of your business is essential for success; but some recruiters have overlooked the importance of relationship marketing.
Relationship marketing is the ongoing process of addressing the emotional needs of the people you're doing business with. Business is basically about customer experiences and improving consumer experiences is the core aim of relationship marketing. Below are three tips on improving customer experiences through your relationship marketing efforts:
Tip #1 - Do whatever you can (within reason) to make your customers happy. Remember, relationship marketing is not about logic, it is about emotions. How do people feel after doing business with you? For example, you may have a very good, logical reason for keeping clients on hold for a long time; but they will still "feel" bad after the fact. Relationship marketing is about minimizing or eliminating experiences that create negative emotions in your customers.
Tip #2 - Address problems that may cause negative emotions in your customers BEFORE they happen. For example, you know that if your clients need to wait a week for a response to their email they won't be happy. Therefore you might create an automatic email response informing them that you will respond to them within a certain period of time and provide a phone number where they can get in touch with you immediately if there is an emergency.
Tip #3 - Ask your customers how you can improve your service to them. You would be amazed at how much valuable information customers will offer, helping you improve your business and increase your profits.