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. 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.
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