Which Companies Use Marketkeeping?
November 24, 2009
Marketkeeping is the process of keeping your customers connected to you, as well as making sure your identified prospects don't drift away. This process requires identifying your desired contacts, maintaining an open line of communication, and responding to their needs. In many organizations, this process is managed by a sales staff, but top management cannot assume that sales people are doing the complete job.
Who gets it? American Express, for one. I'm speaking from the point of view of one of their long-time small business customers, not from the view of their marketing team. They clearly recognize me as a customer, they communicate with me at least once a month, and they invite me to contact them. If I do, they listen and respond with sensitivity. When my purse was stolen, they were the only vendor to overnight a new card to me at their own expense.
With which companies have you experienced marketkeeping behavior?