Want
to keep your customers loyal and continuing to shop from you? Ask their opinion
. . . then act on what you learn.
One
of the most important ways you can value someone is to ask their opinion. When
you ask what they think, it makes them feel important. From a marketing
perspective, this deepens customer engagement and solidifies their loyalty. If you actually act on what you learn from
those customers, so much the better.
Let’s
look at an example. A regional grocery store chain was experiencing increased competitive
pressure from a large national chain and wanted to preserve its most valuable
customer relationships. The chain sent two personalized surveys to its top 400
customers: one in the fall and one in the spring.
The
first survey included six survey questions and a letter addressed to the
shopper, signed by the store manager. The second was a follow-up to find out how
well the chain had addressed the concerns raised in the first survey. Recipients
of the second mailer also received a personalized cover letter from the store
manager.
The
surveys received a 52% response rate. While specific data on customer retention
was not provided, a research study conducted by Rice University and published
in Harvard Business Review found
that, over the course of a year, customers who received similar customer
surveys were twice as likely to continue
their relationship with the company than those who did not.[1]
We can assume a similar result here.
Once
people have made a purchase from you, they are your customers to lose. Show
them that you care what they think, that their opinions are valuable, and that you
will act on information they share with you. They will reward you with their
loyalty.
Need
help designing a customer survey to incorporate into your next mailing? Let us
help!
[1] “Sending out a Survey to Customers Can Double Sales,” by Vivek
Bhaskaran, www.questionpro.com.
Please give us a call at 440-946-0606
Or visit our website here for more information.
Share on LinkedIn
Please give us a call at 440-946-0606
Or visit our website here for more information.
Share on LinkedIn
