Leveraging CXM Technology for Clienteling

Delivering personalized customer experiences is paramount to setting your brand apart. One strategy that has gained traction in recent years is clienteling, a technique rooted in building long-term relationships with customers through personalized interactions and tailored recommendations. Here, we explore how technology can enhance clienteling efforts and provide actionable tactics for furniture and appliance retailers to leverage clienteling in their sales and relationship-nurturing strategies. 

Clienteling is a sales philosophy centered around understanding and meeting the unique needs of individual customers. Originating in luxury retail, clienteling emphasizes building deep, meaningful customer relationships to foster loyalty and drive repeat business. Key components of successful clienteling include proactive communication, personalized recommendations, and a focus on customer satisfaction. For furniture and appliance retailers, clienteling offers numerous benefits, including increased customer retention, higher average order values, and enhanced brand loyalty. 

Technology plays a crucial role in facilitating effective clienteling efforts. Specifically, Customer Experience Management (CXM) systems serve as the backbone of clienteling initiatives. A CXM solution enables retailers to build customer profiles and track interactions, preferences, and purchase history.

Personalization is the cornerstone of successful clienteling efforts, allowing retailers to tailor their interactions and recommendations to the specific needs and preferences of individual customers. By referencing individual customer profiles, sales associates can tailor recommendations that align with each customer’s unique tastes and requirements. Whether suggesting complementary furniture pieces or recommending appliances based on previous purchases, personalized recommendations help customers discover products that meet their needs and preferences. 

Understanding the cadence and timing to connect with individual customers is important to clienteling effectively. A proactive approach to customer engagement involves reaching out to customers through personalized emails, phone calls, or social media messages.

Follow up with customers after their initial inquiry or purchase to ensure their satisfaction, address any concerns, and provide additional support or product recommendations. After a customer makes a purchase, personalized follow-up demonstrates appreciation for their business and reinforces the relationship. Retailers can send personalized thank-you messages, follow-up emails with relevant product recommendations or maintenance tips, and request feedback on the shopping experience.  

Not all customers prefer the same communication channels. Some may prefer email, while others prefer phone calls or social media messages. By understanding each customer’s communication preferences, retailers can tailor their outreach efforts to ensure messages are delivered through the most effective channels. This personalized approach demonstrates attentiveness to the customer’s preferences and increases the likelihood of engagement. 

Personalization extends beyond individual interactions to encompass broader marketing campaigns and promotions. Clienteling can also be achieved at scale by using data strategically. Collective customer data can be segmented to deliver targeted marketing campaigns tailored to individual interests and behaviors. Segmentation factors can range from demographics to shopping habits, and engagement levels to deliver highly relevant communications. Whether it’s offering exclusive discounts or promoting relevant products based on past purchases, personalized marketing campaigns increase relevance and effectiveness. 

Membership and loyalty programs often complement clienteling efforts. Rewarding loyal customers with exclusive offers, discounts, or early access to new products is a tangible benefit associates can offer while building relationships. 

Clienteling represents a powerful opportunity for furniture and appliance retailers to differentiate themselves in a crowded market and build lasting relationships with their customers. By leveraging technology and implementing actionable clienteling tactics, retailers can create personalized experiences that drive customer loyalty, increase sales opportunities, and ultimately increase sales and revenue.