Whether you work at a software company or a university, your business needs customers in order to be successful. The issue is that sometimes businesses get so caught up in gaining new customers that they forget the importance of renewing their connection with their existing ones.
Lasting brands have figured out that the key to customer retention is building an emotional connection and fostering a sense of community. The quality of your product or service is definitely important, but the way you make your customers feel is what keeps them coming back for more.
Joseph DiDomizio, University at Buffalo’s Director of Digital Communications, joins the Content Experience Show to discuss customer advocacy.
In This Episode:
How Emotional Connections Encourage Customer Retention
Choosing a university is often a very emotional decision. Whether it’s because your parents had gone to that school, or you’re passionate about a program they offer, you spend an important portion of your life there. Despite that, many schools only reach out to alumni once a year for a donation. DiDomizio explains why it shouldn’t be that way.
“Since we’ve already got point of purchase at a college, and you’re here, we need to be continuing that 360 touchpoint afterwards.” — @JosephDiD
How to Build a Sense of Belonging With Your Customers
At the University of Buffalo, there’s a community that exists for students and alumni alike, but it’s DiDomizio’s team’s job to foster it, and leverage it in their marketing to create even stronger connections.
“When you buy into a college, you're also really buying the alumni lifestyle afterwards and everything that comes with that degree.” — @JosephDiD
Why Marketers in Higher Education Don’t Experience the Same Kind of Industry Competition
Coming from a pharmaceutical marketing background, DiDomizio explains how the team dynamic in higher education marketing differs. There's a collaborative and always-learning atmosphere that's baked into the culture of being in a university or college that makes people want to see their peers succeed.
“There’s a huge opportunity for us to keep emotions flowing and deep identity-related pieces in the forefront of everyone’s minds to keep the relationship moving forward.” — @JosephDiD