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We all do it. If we get good service or order a product we like,
we order from the company again. However, if there is something
we don't like or are dissatisfied with the service in any way,
shape or form, we never bring it to the attention of the
company. We simply don't use their services again and think that
solves the problem.
Let me share with you something that happened here locally to
me. A new pizza shop moved into the neighborhood and I decided
to try them out. When I placed my order I informed them that
they had been highly recommended and this was my first order.
When I picked up the pizza and brought it home it was HORRIBLE!
I couldn't believe I actually paid $14 for the thing. It wasn't
even worth $2 in my opinion.
Naturally, I had made up my mind never to order from this
particular pizza shop again _ but a few days later the owner
called me to ask my opinion on what I thought of the pizza. (He
had got my phone number off the check I paid my order with.)
Feeling a little embarrassed and reluctant to tell him how
horrible it was, I said, "It was okay but not something I would
order again." The owner became very interested and asked me to
give him more specifics. I explained that the sauce was too
tangy and there was not enough cheese or pepperoni on the pizza
_ even though I ordered double of both items. He asked me to
give his pizza one more try, but this time it would be free of
charge. I accepted.
And guess what? The quality was greatly improved and I am now a
steady customer.
You can use the same situation for your small business.
Only you can't afford to call everyone that orders from you.
That is where the "Customer Response Card" is vital to your
growing business. You hardly ever see them because people don't
think they really work. That's because they have never put them
to use. That's where you can be different and innovative _ and
profitable _ all at the same time.
"Customer Response Cards" can easily be designed on your
computer using and publishing software. The card should ask such
questions of the customer, as: How do you rate our service? Was
the quality of our product or service excellent, good, fair or
poor? What would you suggest for us to do in order to improve
our services? Would you order from us again? Any additional
comments?
Lines should be left for the customers' name, address, telephone
number and yes by all means, their email address. In addition,
the "Customer Response Card" should be pre-addressed with your
address and preferably pre-stamped for their convenience.
If you decide to use "Customer Response Cards" they will serve a
very important function in your daily business.
First of all, when customers receive them they will know you are
concerned about them and their order.
They will feel important that you have asked for their opinion
and will feel free to make helpful suggestions, complain or brag
about your company.
However, you must keep in mind that a complaint is NOT a
reflection on you personally. A complaint should be an
indication that there is some unfinished business to take care
of. Almost 90% of the time, if you listen and try to understand
a customer complaint _ the customer is more than satisfied.
Then, if you offer to make up for the difference or offer them
free services or a money-saving coupon on their next order, they
will be much more than satisfied. Not only have you kept a
customer but built a trust with them at the same time.
Solve complaints from "Customer Response Cards" as quickly as
possible.
Customers may make a complaint on a postcard more readily than
calling you or writing you a letter. This helps draw your
attention to problems before they get out of hand _ problems you
might not even know existed!
And never forget to thank your customers for providing you with
their opinion. You could send them back a discount coupon to use
on items you sell on their next order or simply send them a
"Thank You" card.
Remember that a customer's opinion is worth its weight in gold.
There are professional marketing firms that are paid $1,000's of
dollars per year by companies to find out what people really
think of their products.
A "Customer Response Card" is a very low-cost way of determining
trends and interests that your customer market has. If you keep
on top of things, you will never have to hire these high-paid
professionals. You'll know more than they do!
About the author:
Contact:Charles Sisk at ProsperityFlorist.com publishing the
"Prosperity Florist Super Tips" newsletter. Subscribe now and
get the New FREE 44 page Special Report,"9 Killer Small Business
Marketing Mistakes."
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