Out with the Old, In with the New

Last year, we ran the article below in the Irvine Chambers Business Connections and felt that the message was relevant enough to share again. ...............................................................................

Nine important “Old” things to remember when communicating with your customers in the “New” year

We live in a “been there, done that” era; a time when everything has already been done (again and again) and new ideas are difficult to generate especially when it comes to following up with your customers.

Here’s a new idea: why not perfect the old by reinstating the fundamentals that we already know so well yet often forget?

1. Customers want to feel appreciated – A simple Thank You goes a long way.

2. We all need a little reminder now and again – Reminding your customers about their next service needs or their next appointment with you lets them know that you have their best interests in mind.

3. It’s easier to justify money spent when you can use a coupon - Extra money for luxuries is hard to come by these days. Make it easier for your customers to splurge on themselves and they will remember you when their accounts get bigger.

4. A sense of community makes you feel you belong – Help customers feel more connected to your store/product by creating an environment where they feel they belong to a whole community of people who enjoy the same products. Host open houses to encourage customers to stop by share stories of how they use your products.

5. Customers want to be heard – By giving your customers an opportunity to share their experience with you shows them that you value them and that your organization will do what it takes to enhance their experience next time.

6. Who doesn’t like to be remembered on their big day – Saying Happy Birthday, Happy Anniversary or Congratulations is a simple yet highly effective way to let customers know that your organization pays attention to the details and that each and every customer is important.

7. People want to be the first to know - “Sneak Peeks” on new products, accessory catalogues and updates on new services are all important ways to keep your brand in front of customers’ mind.

8. People hate junk mail – Customers are quick to toss things in the “round file.” Make sure that you clearly understand who your customer is, what messaging works best for them and create your marketing pieces to stand out so your message gets read.

9. Customers want to feel appreciated (it’s so important that it’s worth repeating) – Thank you, Merci, Arigato, Gracias – No matter how you say, just make sure you do and often.

As we move into 2009 remember to perfect the old before you begin your quest for the new; your customers will appreciate it more than you think.

Satisfaction Surveys - A Way to Connect with your Customers

As a business owner, your number one goal should be to open the lines of communication with your customers. By doing this, you not only show your customers that you value them, but you also gain vital feedback necessary to improve your business. Make it your mission to know whether or not your customers are happy and are planning to come back to purchase from you again.

Open communication is a two part process: Ask First, Act Second.

Ask First: Through satisfaction surveys, you are able to ask your customers to identify key purchase drivers, what they liked and/or disliked about their experience with your business and the ever telling question of “Would you recommend?” Questions like these will help to clarify areas of improvement and identify loyalty customer profiles.

Things to consider before you ask:
o Know what your goals and desired outcome are before designing your survey, and then design a survey that achieves these goals with as few questions as possible.
o People’s time is valuable – Provide an explanation to your customers on why you are surveying them (to gauge their purchase/service experience, for input for future product development, etc). Make sure that your survey is easy to follow and easy to respond to (internet options or by return envelope).

Act Second: Turn the results/comments/feedback provided by your most valuable critics (your customers) into action. Create action plans and implement internal improvement procedures that your whole company can follow.

Things to consider before you act:
o Have a plan in place to analyze the results for benchmarking and trend analysis. Create a system for quick reporting that can be used immediately to make better business decisions and drive more sales.
o Putting results into a simple Importance versus Satisfaction chart can go a long way toward keeping an entire team focused on what matters most to your customers.
o Make use of Back End Analysis/Reporting: Create various tiers of reporting geared toward the corporate, departmental, and salesperson levels. Produce customized reports to monitor trends in the results, identify areas of concern and “alerts” when customers are at risk of leaving.
o When a problem area is identified, provide your team with opportunities for improvement - link your results to training opportunities.

Whether you decide to handle your surveys in-house or hire a consulting firm to assist, remember to keep these simple ideas in mind as you work to better understand your customers’ experience. Continued open communication with customers will help keep your company healthy and successful.