The growth engine for most businesses is a combination of repeat customers and referrals. Unfortunately, satisfied customers generally do not make referrals. They are easily switched to a new supplier by lower price, better (more convenient) location, coupons, or even a perceived improvement in their treatment.
On the other hand, loyal customers are generally not tempted to change by minor improvements in any of the above. They are engaged with your business and usually forgiving when your business screws up, as long as it was not intentional. But that is not the “end game” you should try to attain.
Beyond loyalty, the highest level of stickiness and unpaid salesmanship is when your customer becomes your advocate. I love my MacBook computer, love getting help at the Genius Bar at the Apple Store, and have helped sell a few MacBooks, iPods, and, lately, an iPad without Apple ever knowing about me. Why do I do it? Because I think their products are so good, but, more importantly, I know that my friends and family will always receive the same kind of consistently high-quality treatment I enjoy, and I want them to have the same experiences.
And now I’ve told each of you, again without Apple knowing, how I like to help them grow. Can you think of an experience or product you feel strongly about and why?
I use a few other businesses where I act the same way. But for most of my needs, I am easily swayed depending on what’s happening the instant I decide to buy something. For example, my Medical plan no longer includes Walgreen as an approved vendor, so after 20 years, we switched to CVS with no remorse. I had been satisfied, but…. well, you get it. I liked the service I received from the shop where I purchased my car, and I always gave them all 5s on their surveys. But I changed immediately when I realized I could get the same service, at a lower cost, from a garage within walking distance of my home.
How do you know how your customers feel about your business? Have you ever asked them what is important to them? At the end of your transaction, ask a question like “Is there anything else I can do to improve your experience?” or even “On a 1 to 5 scale where one is low and five high, how likely are you to recommend us to your friends or buy from us again?” If you know their email addresses, you can send a brief survey invitation using SurveyMonkey or Zoomerang.
Whatever method you use, thank the participants, keep track of the results, take individual and collective action, and provide feedback to all your customers. And never let up – expectations always increase.
About Middlesex Consulting
Middlesex Consulting is an experienced team of professionals with the primary goal of helping capital equipment companies create more value for their clients and stakeholders. Middlesex Consulting continues to provide superior solutions to meet the needs of its clients by focusing on our strengths in Services, Manufacturing, Customer Experience, and Engineering. If you want to learn more about how we can help your organization create customer satisfaction, please contact us or check out some free articles and white papers here.