Tips on building a strong bond customer relation in your business
Constant feedback from clients
Your business may be proceeding without any obstacles with good number of projects in hand. But have you ever researched for the reason why some/many of your old customers never turn-up to sign up another deal with you? Why do most of your customers change their decision at the very last box of your account filling process? Well, all these could be traced if you have Analytical tools installed to your web pages. But how could you find the reason behind? There should be more than one reason why they don’t turn-up and it varies from client to client. The best way to fix this problem and seek for right opportunities is collecting feedback from them. Feedback forms of any form should be made mandatory for clients, and it also varies with the business’ type. Some sectors may find the default feedback column or form reverse-back to an utter flop and might end up losing the business deal. But, this is one best method to know how your customer feels about you and be up-to-date on their changing needs.
Check out individual activity in analytics
Boost Front-Line staff to collect feedback
Ask them directly
Surveys are the primary source of customer feedback for many businesses. On-site surveys are those questions, in fact short ones, set as default amidst the fill-up form at the time of purchase. You could also set-up a long feedback form and send it to all your customers, twitter & Facebook followers or hire a survey specialist to do the job for you. The drawback in this method is that people get easily bored filling the long list and 99% of them probably avoid such fill-up forms. The best one in such case is to be concise and short. Include a maximum of seven questions in your survey form. Be intelligent enough to incorporate whatever you need to know from your customers within these seven questions.
Check out individual activity in analytics:
Most of the analytics products we use to track site performance, studies only on the total usage, and there is no way we could use the data to track individual activity. Activities of an individual visitor on your site could be easily studied by means of ‘Customer analytics‘. This makes it very easy to conclude on the factors which never end up in conversion.
A small feedback box displayed on each page of your website will be very helpful for users to share their opinion, then and there, never waiting for a second thought. Many of them never take the pain to call the support team to share their feedbacks whether good/bad. This drawback could be easily overcome by displaying such feedback boxes on each page inclined to the sides or at the bottom.
Boost Front-Line staff to collect feedback:
None other than the front-line employees will be very well aware of the most common customer frustrations and issues posed. They should be asked to prioritize the common complaints that they receive each day and steps should be taken to overcome such difficult situations if any. This will be very helpful in quantifying the scale of problems as well as helps in working on the root cause.
There are tools available which plays a vital role in leveraging your brand’s customer feedback. They collect all the reviews on your brand both negative and positive across the web covering forums, news sites and blogs, rank and sort them for you. Or you could also proceed to hire a professional for this purpose and remember that every penny spent on this, is twice or thrice the penny gained.
Ask them directly:
You may miss lots of information which are very vital when collecting feedback through surveys or feedback forms or emails. But this will never happen if you spare time to speak directly to the clients. Writing leads to assumptions, while talking directly never has that side effect, when doubts are cleared simultaneously. You always have a clear-cut idea of what the client really wants and it’s possible only when you talk to them in direct. It may be either telephonic contact for distant/overseas clients, or face-to-face conversation for local ones.
You could always have a page on your website with your updated newsletter published on a monthly/bimonthly/quarterly/half yearly/yearly basis. When your customer has signing up for a copy, you will receive a notification where you can apply a different approach. Instead of the very usual email that you sent them saying thank you attached with the newsletter copy, you could ask them to participate in a survey. Or you could also ask them to comment on the challenges/issues in a comment box provided. Trade shows are yet another option, but they are comparatively expensive, but when taken into action is very well effective. Also, trade shows should involve customers too, and shows with only entrepreneurs taking part, will be of no use in gaining feedbacks, rather than few proposal shares.
Gather testimonials from your clients
Testimonials are no doubt, a powerful source of advertising that you owe to. The real challenge lies in how far your customers believe the testimonials lying in your website. So never fake them. You could collect them without frustrating your clients by the following methods. Facebook reviews. LinkedIn recommendations, Youtube video reviews, Local Search Directories, Niche Review sites, Rewarding customers who provides a review, Google alerts and Social mentions. Be very attentive to negative reviews, and if you neglect them, it makes customers conclude that you care for only positive comments and really really neglect real feedback. Also don’t ask your customers for generic comments like – “It was great working with XYZ…” This would be another waste of time, and so ask your clients to specify the specialty in their business dealing with you and how you differ from the rest in the industry. Check on the location also; be smart enough to collect opinion irrespective of location. It’s never a bribe to offer something surprising to your customer unless you go and offer them, – “We will give you $20 if you write on our page that you love our service”.
Follow-up with your customers
Send an email to your clients hinting on your new prospect and inform them of the advantages in approaching you again on a new deal. Offer a reasonable discount for your frequent customers, than what you offer others. If possible get their birthdays, possibly without mention to the year, since most show disinterest in disclosing their age. Send wishes on their birthdays or any of their native celebrations. This is an indirect method to make them realize that they are more than customers to you. Address them by their name, and try to remember most of their names possible, because they will remember you if you remember them too. Obviously everyone loves to be addressed by their own names that for the more professional and distant Sir/Madam or a blunt ‘Hi’ or ‘Hello’.
Gaining the goodwill and faith of customers never takes lots of your money and time. People love to chose a company that knows what they want, rather than opting for something big and expensive but completely lack personalization and ease to work with. Lead capture and customer engagement are never too far when you install interactive and engaging tabs like Facebook, Twitter, Google+ and LinkedIn in your website.