Activating Communication: 8x8 and 33 Touch Strategies for Customer Relationship Enhancement

Effective communication is a cornerstone in building strong and sustainable customer relationships, positively impacting organizational performance and success. This chapter highlights the “8x8” and “33 Touch” strategies as tools for activating systematic and effective communication with various types of customers.

The importance of this topic stems from:

• Marketing Psychology: The strategies are based on principles of marketing psychology, aiming to anchor the brand in the customer’s mind through frequent and organized communication, increasing the likelihood of choosing the organization’s products or services when making a purchase decision.
• Customer Relationship Management (CRM): The strategies align with CRM principles, focusing on building long-term customer relationships by understanding their needs and expectations and providing distinct experiences.
• Relationship Marketing: The strategies are a practical application of relationship marketing, which aims to build strong and mutually beneficial relationships with customers, rather than focusing solely on short-term transactions.
• Communication Theory: The strategies rely on the foundations of communication theory, aiming to deliver specific and targeted messages to customers through various communication channels, increasing interaction and response opportunities.
• Continuous Improvement: The strategies emphasize the importance of tracking and analyzing communication results to identify strengths and weaknesses, and making adjustments to improve performance and increase effectiveness.

The objectives of the chapter are:

1. Understanding the theoretical foundations and importance of the “8x8” and “33 Touch” strategies in enhancing customer relationships.
2. Identifying the core components of each strategy and how to design and implement them effectively.
3. Adapting and customizing the strategies to suit the needs of different organizations and diverse customer types.
4. Acquiring the skills necessary to identify appropriate communication channels, formulate effective marketing messages, and evaluate communication results.
5. Practical application of the strategies through real-world case studies and practical exercises.
6. Leveraging modern technologies and CRM tools in implementing the strategies and tracking results.

1. Strategy 8x8: A Strong Start to Building a Relationship

Strategy 8x8 is a series of eight organized and well-thought-out communications carried out over eight consecutive weeks with a new potential client. This strategy aims to leave a strong first impression and increase the chances of converting a potential client into an actual client.

1.1 Scientific Principles Behind Strategy 8x8

• The Proximity Effect: This theory suggests that we tend to form stronger relationships with people we interact with frequently. Strategy 8x8 increases this interaction in a short period.
• The Rule of 7: This rule in marketing states that a potential customer needs to see or hear your brand at least 7 times before making a purchase decision. Strategy 8x8 approaches this number in a short time, increasing brand awareness.
• The Psychology of Persuasion: Strategy 8x8 uses basic persuasion principles, such as reciprocity by providing value to the customer, and liking by building a personal relationship.

1.2 Steps to Implement Strategy 8x8

Strategy 8x8 can be customized to suit the needs of each business and type of customer, but in general, it includes the following steps:

1. Week 1: Sending a handwritten thank-you note with a market report and a business card.
2. Week 2: Sending market statistics.
3. Week 3: Sending market statistics again.
4. Week 4: Making a telephone call.
5. Week 5: Sending a free report.
6. Week 6: Sending a tip about real estate investment or house maintenance.
7. Week 7: Sending a usable giveaway such as a refrigerator magnet or notepad bearing your name, logo and contact information.
8. Week 8: Making another telephone call.

1.5 Measuring the Effectiveness of Strategy 8x8

The effectiveness of Strategy 8x8 can be measured by tracking the number of potential clients who have been converted into actual clients, and calculating the return on investment (ROI).

• Equation:
  • ROI = ((Total Revenue - Total Costs) / Total Costs) * 100
  • Where:
    • Total Revenue = (Number of Conversions) * (Average Transaction Value)
    • Total Costs = (Cost per Touch) * 8 * (Number of Leads Targeted)

2. Strategy 33 Touch: Building Lasting Relationships

Strategy 33 Touch is a marketing and systematic strategy that aims to maintain continuous communication with existing and potential clients throughout the year. This strategy aims to strengthen the relationship with clients, increase the chances of obtaining referrals, and turn clients into brand ambassadors.

2.1 Scientific Principles Behind Strategy 33 Touch

• Attachment Theory: This theory indicates that we tend to form strong emotional bonds with people we communicate with regularly and feel cared for by them. Strategy 33 Touch reinforces this feeling among clients.
• Mere-Exposure Effect: This theory states that we tend to prefer things that we are exposed to frequently. Strategy 33 Touch increases clients’ exposure to your brand.
• The Psychology of Loyalty: Strategy 33 Touch uses basic loyalty principles, such as rewards by offering special offers to loyal customers, and personalization by adapting communication to suit the needs of each customer.

2.2 Elements of Strategy 33 Touch

Strategy 33 Touch includes a variety of communications, such as:

1. Emails: Newsletters, special offers, and updates on products and services.
2. Mailings: Introductory letters, personal newsletters, greeting cards, and “Sold/Listed for Sale” cards.
3. Telephone Calls: Calls to follow up, provide support, and check customer satisfaction.
4. Personal Observance Cards: Birthday cards, wedding anniversary cards, Mother’s Day, Father’s Day, Graduation, and home purchase anniversary.
5. Holiday Cards: Thanksgiving cards, Independence Day, and other holidays.
6. Personal Visits: Visiting clients in their homes or workplaces (when appropriate).
7. Social Media Engagement: Interacting with clients on social media platforms, and publishing valuable and useful content.

2.5 Measuring the Effectiveness of Strategy 33 Touch

The effectiveness of Strategy 33 Touch can be measured by tracking the number of referrals obtained from customers, and increasing the customer lifetime value (CLV).

• Equation:
  • CLV = (Average Transaction Value) * (Number of Annual Transactions) * (Average Customer Relationship Duration)

2.6 The Research

Research indicates that marketing to an existing customer database is the most cost-effective form of lead generation. On average, for every 12 people in your database you contact 33 times (33 Touch), you can reasonably expect to realize two sales transactions. One of these two will likely be a repeat of a previous sale and the other will be a referral.

• Conversion Rate: 12:2 (12 clients receiving 33 Touch result in 2 sales transactions).

3. Integration between Strategies 8x8 and 33 Touch

Strategies 8x8 and 33 Touch are not separate, but integrated. After the potential client finishes the 8x8 program, they should be moved to the appropriate 33 Touch program. This ensures❓ continued communication and builds the relationship in the long term.