When you talk directly to a customer (or client), do they really tell you what they think and all that is on their mind about your business? We all realize the answer is probably not.
Wise decisions are made considering the opinions of those who are affected by the decisions. It is often difficult to find out what the real opinions are of those affected. This process (called polling) is one that is very important for business owners concerned about marketing (client or customer desires) and performance (client or customer satisfaction).
How can you find out what your customers really think?
You can hire a third party to have an interview with your customer to try to derive a more objective and complete response. This can be quite helpful but it is intrusive and sometimes an imposition to a customer, and the process is relatively expensive. With the resources of the internet there are some other methods of polling customers.
If you have the email address of your customers, you already be providing some sort of communication to your customers. Whether it is a more formal newsletter or just coupon distribution try putting something in for customer response – giving an incentive to participate such as a discount on future purchases. For example, “Let us know how you liked our new product (or service) and we will send a certificate for a 20% discount on your next purchase.” Don’t forget to ask for feedback on web sites and blogs. Provide incentives and rewards for those customers who let you know what they are thinking.
There are a variety of survey services available through the internet. For email surveys check www.surveymonkey.com and www.constantcontact.com/survey.
Trying to understand your customer better is rarely a waste of time or resources.
