Become intimate with customers
Think of your best suppliers, vendors, partnerships. These are busineses that make you feel special and unique. They do the little things that don’t cost a lot of money, but show flexibilty, responsiveness and you connect with them. For printers this means asking your customers what you can do to make life easier and then delivering on that. If they want proofs picked up, then you pick them up. If they want a call when you drop the mailer, then you personally call their cell phone to let them know. Here are a few easy things to do to make the customer feel special.
1) Give your best customers your cell phone and maybe even your home phone. They won’t call unless it is an emergency, but it shows you care.
2) Invest in a robust CRM system. Be able to track key dates, events, personal information, notes from past meetings. Takethe time to review this before your visits or phone calls.
3)Communicate the way the customer wants. Some love e-mail and others hate it. Ask customers and use the appropriate methods. Respect “Opt Outs” from your communications, but be careful managing this. Most customers don’t want to be “Opted out” of everything, but maybe just one e-communication piece. Manage this to keep communications open.
4)Don’t assume they are doing well. Ask them face to face, survey them once a year, do a short simple survey once a month. Keep those lines open. Some customers will tell you face to face if something is up, but some rather think and type up their thoughts in a comments box of a survey. One size doesn’t fit all.
5) Think of chemistry and don’t be afraid to move or assign CSRs and sales people who match the chemistry of the customer. Many people will buy based on rapport as well as how well you do.
6) Always tell the truth. I know this sounds obvious, but customers respect if you tell them if you made a mistake. Of course you can’t have too many of those, but owning up to it is respected and honorable.
Tags: Boater feedback programs, Boater Loyalty, Boatyard benchmarking, Marina Benchmarking, Marine, Print Buyer Opinions, Printer Loyalty Programs, Printer Referral Programs, Printing