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By July 12, 2017 0 Comments Read More →

Assessing Customer Experiences

E Column

Last week this blog delved into statistics regarding customers who may have had a less than stellar experience when they visited your business. We discovered that the percentage of customers that you think were satisfied with their visit were not necessarily in line with the number of customers who actually were satisfied.

Also we learned that only a small percentage of dissatisfied customers take the time to complain. The rest just don’t return.

After publication of this blog I received an email from one reader regarding the best ways to contact customers. He was concerned that calling people may be intrusive, and they may not be comfortable telling you what they really think. Good point and one that is raised regularly during seminars and conference sessions.

The first thing is to ask customers how they would like to be contacted. Would they be open to a phone call or prefer to be contacted via email, text or mail. How customers prefer to be contacted many times has to do with their generation. Text is the favorite for Millennials and younger people, while some Gen X or Boomers may prefer email or even mail. Step one is always to identify the wishes of individual customers.

If you don’t have this information on your individual customer records, procuring the information gives you a reason to call your regular customers and double check. Most of your regular customers are not going to mind an occasional phone call. In fact, in many cases it is going to strengthen your relationship with these customers as you are initiating a more personal interaction. While you are on the phone and the opportunity presents itself, this is a great time to tell the customer of any exciting opportunities to purchase. Remember that these people are regular customers because they like you and your products.

Once you have the information on how they want to be contacted, make sure you have the address or phone number in order to follow up. Also get their agreement (in writing) with a follow up email that you as them to sign and return.

Your consideration for how your customers wish to be contacted will just deepen the relationship you have with them and they will appreciate the courtesy.

A tip of the glass from me to you

Elizabeth SlaterE Column
by Elizabeth “E” Slater, In Short Direct Marketing

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.

Follow E on twitter @esavant and facebook.

 

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