The fidelity of the clients, a nearer objective by means of the use of campaigns online
The new technologies also help the companies to harness their outer image and to increase the degree of confidence of the buyers
Records or cards in which to accumulate points, catalogs that arrive by mail from which to choose gifts or the concession of privileges comprises of the most traditional programs of the companies to make sure the fidelity their clients. Generally, this type of activities has not considered the new technologies of the information and the communication for their execution.
The panorama begins to change of radical form. The possibilities that offer the Network, the electronic mail or the movable telephony suppose a door abierta to a world in which the message is faster than the messenger and the decisions are ratified to click blow.
Against this background, who wish to carry out loyalty programs can accede to instruments able to contribute innumerable advantages. The reduction of expenses, a high-priority objective for any company, is one of them.
According to the experts, the invoice of one of these initiatives that they look for the fidelity of its clients includes a 40 percent of costs associated to its administration and maintenance. When the campaign has an exposition online, that 40 percent is reduced to the 10. It is obtained thanks to the suppression of printed catalogs, the shipments by ordinary mail, the processes nonautomated or the communications by letter.
The pursuit of the preferences of the clients with electronic tools implies an impossible personalization with systems offline. To know the needs unique each individual and to offer benefits to him in agreement with them are infinitely more effective than to send campaigns directed to groups with, supposedly, common characteristics.
The update of catalogs and the products that is possible to offer to the preferred clients of an organization is much more simple when the operation does not require its passage by the press. The cost of its shipment by electronic mail, in addition, is practically null.
The great difficulty arrives from the hand of those companies whose products and services go directed to public who are not still customary to the use of new technologies. In order to save this obstacle, the experts advise to use first traditional means until obtaining with them who the adressees of the campaign accede little by little to the TIC.