It’s a
standard rule of thumb in marketing. It costs 10 times less to keep the
customers you have than to generate new ones. This means one of the best uses
of your marketing dollars is to maintain customer loyalty. One of the easiest
ways to do that is to use customer surveys.
What
makes customer surveys so effective?
- They make customers feel valued.
- They provide an opportunity to learn about
customer habits and purchasing patterns.
- If there is a problem with the customer
relationship, they open the door to correct it.
How
often should you survey? Some marketers survey their customers on an as-needed
basis. Their goal might be to understand different customer behaviors, such as
a drop in sales or a shift in purchasing patterns, or to get to know their
customers better in order to drive 1:1 personalization programs. Others have an
ongoing commitment to customer surveys, such as sending annual questionnaires “just
because” or follow-ups after each sale to monitor customer satisfaction.
Regardless
of which approach works best for you, customer surveys are a valuable tool for maintaining
the loyalty of those customers who help your bottom line the most.
Need to
send a customer survey? Ask us! We can help.
Jeff Lampert
Director of Marketing & Business Development
Winners don't wait for chances, they take them.
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