This is a case study of how a manufacturing company, Lincoln Electric, captured my attention and has kept me engaged for several years through many tactics including on-going email marketing newsletters, YouTube videos and other digital marketing strategies.
If you are a business professional, then you’ve heard the acronym CRM. Everyone knows it stands for Customer Relationship Management. Everyone is aware that it represents software that is used to store information about customers. Their addresses, phone number(s), email addresses, and perhaps some background information including how the customer was met and what they are interested in buying. If you have a great sales team then your CRM even includes details about the customers personal life like their spouse’s name, their favorite vacation spot or if they enjoy any particular sports.
However, let’s not forget what “Customer Relationship Management” truly means. It means, build and maintain outstanding personal relationships with your customers. Get to know them. Know them personally and build confidence and trust in your relationship. When they feel pain, feel the pain with them. When they feel rushed, feel rushed with them.