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MARKETING
I
f you offer email as an option for pros- Invite the customer to talk and to feel
pects and customers to contact you, be understood. Supplying relevant informa-
responsive! Answer quickly, and make your tion is something most customers who have
welcome message a memorable one that approached you by email are happy to do,
moves the purchaser to want to continue do- so long as your request follows quickly from
ing business with you; catch their attention by your initial contact and is clearly targeted to-
providing helpful information or a free offering. ward bettering your customer service.

Customers expect you already know what Be interactive. Avail yourself of the cur-
they are about. Most online consumers by rent trend in social networking, blogging, and
now are savvy in terms of behavioral target- consumer-generated reviews as a means for
ing and web analytics, and they expect you creating and sustain-
in the normal course of customer service to ing a dialog with
make purchasing suggestions and offer in- customers about
formation and special deals that tie back to your company
such data. Do not disappoint! and product
offerings.
22 ThinkBusiness April 2009 23
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