APRIL – SALES MONTH
When is the last time you asked your customers how well you are serving them? And how you could improve and deliver more value to them? Finding the answers to these two questions tells you:
- The customer’s perception of your quality of service
- What you can do in order to increase that perception
“Relative quality as perceived by customers is the single most important factor in determining long-term profitability.” Michael LeBouef, Ph.D., Author of How to Win Customers and Keep them for Life.
If you want to win the big bucks, you need to focus on not just getting new customers but keeping them. And you do that by providing them with greater levels of quality service or products as they perceive it. Bottom line, you want to add value at a level that makes your service or product a compelling offering.
Your challenge this week is to survey your customers. You can do this through online software packages that email a questionnaire to them. SurveyMonkey.com, zoomerang.com, mobosurvey.com are just a few you can try.
Here are some ideas on what to ask them that they can rate you on a scale of 1 to 5 or 1 to 10.
- How well do we deliver what we promise?
- How often do we do things right the first time?
- How often do we do things right on time?
- How quickly do we respond to to your requests?
- How accessible are we when you need to contact us?
- How helpful and polite are we?
- How well do we listen to you?
- How hard do you think we work at keeping you a satisfied customer?
- How much confidence do you have in our products or services?
- How willing would you be to recommend us?
- How willing would you be to buy from us again?
You might also want to add some questions that allow for open ended responses such as:
- Are we doing or not doing anything that bugs you?
- What do you like best about what we do?
- How can we better serve you?
You are going to have to modify the questions so they are applicable to your specific situation, but these should give you a good start. You may also want to consider surveying your past customers to learn why they quit and if there is anything you can do to get them back.
Most importantly, once you get start getting the information back, PUT IT TO WORK. Capitalize on perceived strengths and correct perceived weaknesses. Make a list of problem areas that need improvement and rank them in order of importance. And continue to involve your customers. Keep on asking and keep on improving! Businesses that are smart enough to keep asking, modifying and improving in the spirit of what the customer thinks, have the inside track to long-term prosperity.
If you missed any of this months previous challenges you can access them here:
The Rector Group
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