Survey your most loyal customers to gain valuable insights
It's a well-known truism in business that the great majority of revenues come from a relatively small percentage of highly loyal customers. But in addition to bringing in profits, those people are also a great resource for your customer satisfaction research. Indeed, who else is in a better position to tell you what you're doing right? And even your biggest fans probably have some insights into what you could be doing better. If your business mostly operates on a face-to-face basis, you have plenty of opportunity to pick your customers' brains (while avoiding being pesky, of course). If it's more phone- or web-based, a provider like Survey Monkey can help you query your customers. Here are some questions you should be asking your most loyal customers:
What did we do right? Ask your repeat customers what brought them back. Focus your resources on your strengths, and spotlight those successes at your business location and in your advertising.
Did you enjoy your experience with us? Loyalty ultimately comes down to customer experiences. Solving a customer's problem will certainly help you win loyalty, but you can cast your net wider if every customer who encounters your business — even the browsers — associates it with a positive experience.
What more could we do? Responses to this question could bring in ideas for related products and services to expand your business. Maybe your retail customers are going to second-choice stores for items related to your category. If your business is food service, maybe your dinner customers wish there was a lunch option nearby. If you run a delivery company, maybe you could add a premium-priced "within an hour" service. And so on.
Would you recommend us to your friends? If the answer is no, it's a learning opportunity. If the answer is yes, you're planting the seed for your customers to make that recommendation when the chance comes up.
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