Just like hitting a baseball, timing is everything when talking to your customer. If you don’t provide the right message using the right delivery vehicle at the right time, chances are your customer is going to ignore your hard-crafted pitch. In an article in the November issue of Harvard Business Review, authors Kirthi Kalyanam and Monte Zweben envision a computer-based model called “dialogue marketing” that interactively tracks and communicates with customers at the exact moments the customer deals with the company, be it during an address change or the purchase of a baby seat.
This excerpt discusses how a company might launch dialogues during customer “transitions,” such as when they trigger a loyalty program or are poised to defect to a competitor.
Authors: Kirthi Kalyanam, Monte Zweben
Source: Harvard Business School (HBS) Working Knowledge
Subjects: Customer Related, Marketing / Sales
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