Best practices: Using research to help grow clientele

LAST week’s blog discussed how being attentive to clients was an essential part of holding onto them to continue transacting business. And one of the danger signs of not being attentive to clients is negative feedback, which usually leads to a sudden breakdown in client relations.

Establishing clear communication protocols within an organisation is essential to ensuring a seamless flow of information is exchanged to the right personnel who are in-turn expected to perform the right tasks within a specific time frame. 

We observed how creating and implementing a structure that works for growth agencies arising from the Manic workshop and teambuilding session at Fringilla proved effective in establishing internal systems and processes.

But since clients are always in need of marketing strategies to get their products and services to their end-user, there is need for growth agencies to constantly embark on producing researched reports to show their clients where they sit in the market.

Manic realises that clients are always looking for fresh ideas to help them increase their sales volumes, and research is the fundamental basis to provide a unique insight of what is happening in terms of consumer uptake and trends.

Embarking on market research is a painstaking process because agencies have to be willing to spend time, energy & resources to construct various tools like surveys, questionnaires and focus groups. Marketers will also be required to engage in extensive field work wherever necessary to ascertain consumer mood. But data gathering is an essential part of every organisation’s ‘home work’ to ensure they are not operating without a compass.

At Manic, team members are constructing surveys and other tools to gauge client feedback, understand modern trends, analyse client product & service performance and how consumers are receiving them. In this social media era, it is now possible to monitor and gauge consumer reaction from posts on various forums.

Being Zambia’s only HubSpot Solutions partner puts Manic Creatives in a prime position to exploit all the incredible tools the Customer Relationship Manager (CRM) has at its disposal. Companies, who subscribe to HubSpot and are using the CRM for its internal/external communications, among various other functions, now have all client relevant tools like advertising campaigns; buyer persona and analytic tools to generate reports, among various other exciting functions. The CRM is essentially a unique digital platform that enables companies make more data-driven decisions. 

This outcome increases knowledge of where to deploy more time and resources because marketers would know what works versus what does not. The overall resultant effect will reduce time wasting, but increase sales volumes from a more responsive clientele, both current and prospective.