5 Must Dos When Responding to Print Buyer Feedback?

All printers follow up on poor survey responses immediately, sometimes within minutes of submission. That’s fantastic, but the conversation gets silent when asked how they respond to survey responses where a customer shows interest in other services, gave a referral, gave a glowing testimonial, or was lukewarm about recommending.

Acknowledge every customer filling out your survey. If you don’t, expect your future response rates to drop like a rock. If you’re strapped for follow-up resources consider leveraging a standard e-mail template and personalizing to reference something unique in the response. The goal is to acknowledge you to read their response and that you care. Below are some tips to do this effectively and efficiently for the different scenarios.

What to do with those upset or dissatisfied?

No one disagrees that you shouldn’t call this group immediately to make it right and preserve your reputation. Follow-up reaction time is critical and don’t just e-mail, but call. The personal touch goes a long way in turning the customer around. The key is to have a process that puts poor surveys on radar quickly. In one instance a printer owner shared that they were shocked to receive a poor survey response from one of their largest customers they thought was secure. They called the customer immediately, nailed down a meeting for the next morning, and saved $150,000 a year in revenue. It all came down to showing humility, showing they cared, reacting quickly, and making the necessary changes.

What do you do when they share services bought elsewhere?

A printer may ask a typical question asking what they buy elsewhere. This question may uncover non-traditional print items bought somewhere else such as promotional items, large-format, Website development, and creative design services. Don’t assume they will call you if they click some of these items. Your customers will get busy and forget they even clicked something. Remind them and articulate what you do in that area and expand your client share within the account. It is far easier to close new business with existing accounts than chasing that next new client. This is another example where the return on investment with a phone call far exceeds just sending out an e-mail to them. You must engage the customer personally and there is no substitute. Ask open-ended questions about what they are doing now, what they would like to see different when delivering that service, and understand what the evaluation process is for consideration. Those are the three basic open-ended questions to ask.

What should you do with those “very likely” to recommend you?

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