Successful customer relationships are vital to the health of your business. Getting to know your customers enables you to better meet their needs, which builds loyalty and trust, which leads to more repeat business and referrals. But everyone knows relationships take work, and you get out what you put in. In honor of National Get to Know Your Customers Day on Thursday, Jan. 18, below are five simple ways you can get to know your customers better right now.
Just ask: People will usually tell you what you want to know if you just ask. Conduct surveys to do this on a larger scale and collect more standardized responses. Your questions can range from simple requests for updated contact info to in-depth evaluations of their customer experience.
Request reviews, then follow up: Reviews don't just help potential customers make informed buying decisions; they also present an opportunity to strengthen relationships with your existing clients. The key is to follow up on every review, both positive and negative. This gives you an opportunity to reinforce the customer experience, identify clients who are likely to recommend you, and convert dissatisfied customers into happy customers.
Make time for them: Let your clients know they're not just another number by setting aside time to check in periodically, either in person or with a phone call. Find out how their short- and long-term goals have changed and if there's an opportunity for you to help. Then, use automated email marketing to supplement the down time in between conversations.
Dig into the data: You can learn a lot about your customers from one-on-one conversations, but data can help you delve deeper to understand their preferences. Use your own data (if you have it), or purchase aggregated data to uncover psychographic, behavioral, demographic, or geographic information. This gives you insight into the types of customers you should focus on, which helps you convert more leads quicker.
Utilize a CRM: The more you get to know your customers, the more you'll need a centralized location to store info about them. That's where a CRM comes in. Use a CRM to maintain individual customer profiles, track purchase and referral history, record communication preferences, and set follow-up reminders. For example, if your client just had a baby or sent their eldest kid off to college, a CRM can remind you of those important life milestones, which is information you can use to have more productive conversations around your services.
Put the above tips into action today, and you’ll achieve the benefits of stronger customer relationships in no time.