5 Must Dos When Responding to Print Buyer Feedback?
You may not have the resources to call these people, but an e-mail template with a little personal touch will uncover ways to make the relationship with this customer unique and special. There is a great book “The Ultimate Question” by Fred Reicheld where he explains how “likely” to recommend is a passive supporter of your business and a “very likely” to recommend customer is a promoter. There is a big difference. A likely to recommend still considers your competition, may be happy with one service but not another, and may recommend you. On the other hand a promoter will put their reputation on it. They will say things like “You must go to XYZ Printing. They are wonderful, flexible, and always pull us out of a jam. We love them. You can’t do any better.” See the difference? Push for “Very Likely” and watch your bottom line soar and your need to market to new customers drop. You will have new customers knocking on your door. Start off with an e-mail template and personalize your message to the situation. You will get a lot of “likely” to recommend responses and your goal is not to accept this, but drive them to the top score next time.
How should we handle when a referral comes in?
This is a sensitive issue because the customer has gone out on a limb giving you permission to reach out to their friend or colleague. Here are a few tips. First, call your customer, thank them for the referral, and ask how they want you to approach the referral? Ask if it is okay to use their name as a reference. Then, call the lead and keep the referrer in the loop as things progress. You may even want to surprise the referrer with a small gift or token of appreciation. It goes a long way. While you won’t get a ton of referrals, typically 3 percent of all who fill out the survey, they will be better than your average lead. Have a process to acknowledge the referral, keep the customer in the loop, and follow-up quickly while the iron is hot.