What Makes Your Customers Happy?

Do you know this answer? If you do – how many replies are there? How many customers did you ask? Did you only ask existing customer? Did you ask potential customers?

Do this exercise to get invaluable and high value insight you can use:

1. Ask current customers, one person and one questions at a time, what makes them happy in relation to your brand and business. Listen, record, thank, move on.

Ask your customers questions. Listen, thank, reflect, use, move on.

Ask your customers questions. Listen, thank, reflect, use, move on.

2. Ask former customers what made them happy about your brand and why they haven’t been around to it lately. Listen, record, thank. Asking them what it would take to get them to return (or return more often) as appropriate will yield constructive insight.

3. Never argue, only listen. This is not the time for a debate or even a discussion. Respect their time and move on.

4. When you get insight that makes you happily cheer, congrats! There’s clearly a fit of What You’re Doing + What They Want.

5. When you get insight that makes you wonder, congrats! This means the customer is giving you open and honest feedback (you asked after all). Thank them sincerely and then examine the insight to see how, what, when it all fits together.

6. All consumer input is valid if asked for an opinion and they responded.

7. Never assume you know what they’ll say. That’s precisely the reason you’re asking. You’re too close to your brand to be objective. You must ask your patrons.

Most consumer insight has applicability. It’s up to you and your team to revisit your mission and vision and see how the input fits and can be used. Hire a pro to interpret the input, as all data needs interpretation to properly utilize it. From stats to opinions – yes, interpretation is necessary.

Why did you start your business? Why do you work where and with whomever you do? Stay in tune with those original drivers, stay in tune with your customers.

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Return The Favor

“If we make our customers important, they will inevitably return the favor.” – D. Ward

  • What do you feel you offer customers?
  • What do you feel you get back?
  • Is it all tangible? Is it some intangible?

The only way I’d change that quote to be more proactive is to replace the “If” with “When.”

If the If is still just that – an “if” – then you need to rethink what it is you both have to offer and what you expect to get in return.

Not all returns are tangible, and not all are intangible. It’s a miasma of both. You have to know what your threshold of the intangibles is as well as what your threshold for tangibles is as well to keep your doors open.

It’s time to look at the favors you do for your customers. And then what favors are returned. It’s the return due to a smart forward thinking plan (anticipating and planning for the desired return) that will guide you to the in/tangibles.

Don’t get it? Call me.

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