What do your customers really think?
Do you know your customers? Like really know them? Have you spent time with them, asked them questions and found out what really matters to them?
If not, is it because you’re worried about getting feedback? Or have you fallen into that trap of thinking you know, but actually, if you’re really honest, you’ve never truly asked for their thoughts?
Customer feedback is often overlooked, but the truth is that knowing what your customers think can be a powerful tool. And it can make all the difference when it comes to marketing.
There are a multitude of ways you can get to know your customers, but by far the most effective way is just to ask. Send them a survey, get on the phone or speak to them in person. Ask them basic questions. Do you know why they chose to buy from you in the first place? Why did they choose you over your competitors? What are the best aspects of your products or services? If you can pinpoint what is really working, you can do more of it. But, more importantly, if you can find out what’s going wrong, you can change it.
Keep it positive. Don’t ask what you’re doing badly, ask where there might be room for improvement. It’s human nature that we’re more vocal when we have something to moan about. We often take good service for granted. But don’t let that be a deterrent. It’s not the feedback in itself that’s important, it’s what you do with it.
There is, however, an obstacle to overcome in this task. It’s one thing to know you’re ready to ask for that feedback, but another thing actually getting it. We’re all busy. We all have very few spare minutes in the day. So having to fill out a questionnaire is the last thing most of us want to do.
The best way to overcome this is to make your customers understand the value in doing so. Communicate why you are asking them, tell them what their feedback will mean and how it will be used proactively; make them feel a part of something.
Value can also be more tangible. You could offer a little giveaway. For everyone who provides feedback, you’ll select one lucky winner to get an Amazon voucher or an iPad, whatever your budget can stretch to. We all love a freebie!
When you have your feedback, it’s time to act. Look at the good, the bad and the mediocre. What changes could you make to improve sales? Is your customer service letting you down? Are your customers perhaps misunderstanding what you do? Use the information as part of your marketing strategy. After all, the only thing that matters is your customers. If you don’t target everything you do at them, then you’re never going to be successful.
If you have never asked your customers what they think, then it’s definitely time to do so. The results could be very surprising. And good or bad, they’re going to help you to improve. Surely that can’t be negative.