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ABIS Infor - 2012-06

Why do we call you?

Filip Descheemaecker (ABIS) - 27 March 2012

Summary

It is often said 'To measure is to know'. For a training centre such as ABIS it is important to know our target market, and measuring in one way or another is essential to become familiar with this specific group of people. Today, this can be done in a myriad of different ways, but here at ABIS we usually do it via telephone or electronic "personal" contact. The question to ask is: which one the two approaches is the best?

Calling

An advantage of making contact by telephone is that the person can give an immediate response which gives us, as a company, the opportunity to react instantly. During the telephone conversation you quickly realize the needs and wishes, existing considerations and interests for the current offer. In addition to the personal connection by given information, there is also the opportunity to make an appointment.

However, besides the advantages of calling, there are also a few disadvantages. The most important downside is, that the timing of the phone call is somewhat inconvenient which can result in a missed opportunity to make new connections. Additionally, it is not always easy to remember what has been said during such call.

Mailing

An e-mail or newsletter are becoming an effective marketing tool for business and other organisations, because of the fact that they can contain text, pictures, links to particular pages, promotions of products... Also, the recipient can forward the message, print the message or even save the message. The timing of sending the e-mail or newsletter is of less importance and causes a reduction in cost.

On the downside however, is the absence of a direct response and the lack of awareness whether the recipients of the e-mail or newsletter may or may not have read the message yet. Another potential disadvantage are the spam filters since these filters are not always able to make a distinction between genuine "spam" mail and an informative e-mail and so as a company you need to be aware of this flaw when sending mails to other businesses.

Why is it important for you and for ABIS to call or send an e-mail to its customers?

It is a commercial process where a differentiation must be made between contacting existing customers and prospecting for new customers.

Conclusion

The importance of calling or sending e-mail to find new customers or to retain current customers can not be neglected. An element sometimes underestimated is the 'personal' aspect of both. On-line advertising, a company website, blogs allowing readers to react, creating company profile on social networks,... are important tools without attention for the "personal" aspect. However, for ABIS in particular, it is important that a customer is not a number, but a partner.