5 Must Dos When Responding to Print Buyer Feedback?
What should you do with those “very likely” to recommend you?
Over 80 percent of your survey responses will be positive and glowing. Most printers ignore these. They view these as their performance yardstick. The best run printers acknowledge these with at least an e-mail that is 90 percent from a template, but personalized by referencing comments made about an employee or something you did that was unique and special. Acknowledge! If you don’t, you will see your response rates suffer in the future. Customers will wonder if you even read them. Be different! One printer owner shared with me that they call responding customers after hours and leave voicemails. This is a very efficient way of acknowledging and personalizing the thank you, but also they can’t afford to get tied up on the phone with every responding customer. They pick one night of the week and blast through all the positive customer responders. He thanks them for taking the time, leaves a little commentary, and uses the voicemail as another way to connect, keep his name in front of them, and finishing in less than two minutes. Not bad. Other printers delegate the phone calls to CSRs or sales people, but I recommend being careful about delegating. You want each customer to feel safe sharing with management. The main goal of the survey is to keep the lines of communications open and give customers the opportunity to connect at a high level from time to time. Executives can’t be everywhere all the time and with our busy lives it is great sending a short online survey to keep the information flowing both ways.
What about those just “likely” to recommend?
Most customers ignore these survey responses. This is a mistake. These surveys offer an opportunity to understand how to become more of the preferred source. Ever hear the saying “Good enough never is.”? There is a reason why you didn’t get the stellar score. It may involve little things they referenced in the comments section, but you may hear “I never give anyone a top score on any survey.” That may be correct, but don’t let them off the hook. You may want to ask “What does your best supplier do that thrills you? Please share the little things they do.” Ask them “If you were running my business what one thing would you change?”