One of the best uses
of your marketing dollars is to protect your existing customer base. You’ve
worked hard to earn their loyalty. Now you want to keep it. Consider the
benefits of utilizing customer surveys.
Let’s look at an
example. A regional grocery store chain was experiencing increased competition
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 personalized questions and a letter addressed to the shopper,
signed by the store manager of the location they frequented most. In the
second, questions were designed to see how well the chain had addressed the
issues raised in the first survey. Recipients 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.[1]
There are no surprises
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 you will act on information they share with you. They will reward
you with their loyalty.
Why not talk to us
about incorporating a customer survey into your next mailing?
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