Kontekstikäynti

Kontekstikäynti, a Finnish term that can be translated as "contextual visit" or "contextual call," refers to a practice primarily used in sales and customer service. It involves making contact with a prospect or customer at a time when they are most likely to be receptive to the message or product being offered, based on their current situation or expressed needs. This contrasts with a generic or cold approach, where the timing and relevance might be uncertain.

The effectiveness of kontekstikäynti lies in its timing and relevance. Instead of a random call, it leverages specific triggers. These triggers can include recent online activity, expressed interest in a particular product or service, a recent purchase, a company event, or even a publicly available piece of information like a new job title or company expansion. The aim is to align the outreach with the prospect's immediate concerns or interests, thereby increasing the chances of a positive interaction and a productive conversation.

Implementing kontekstikäynti requires a thorough understanding of the target audience and the ability to monitor relevant signals. This often involves sophisticated CRM systems, marketing automation tools, and diligent research. Sales and service representatives are trained to identify these contextual opportunities and to tailor their communication accordingly, ensuring the message is not only timely but also highly personalized and relevant to the individual's current circumstances. This approach is seen as a more customer-centric way of engaging, focusing on providing value at the opportune moment.