BUSINESS CLINIC
Further, only around one in 10 consumers turn to the product manufacturers or service providers (that’s you) for reas- surance. This sug- gests that previous satisfied customers are actually the best ambassadors for your business, so it’s key that you actively encourage their feedback.
out and neither is it going to make other potential customers feel good.
Far better to be gracious, accept responsibility for the issue and then make every effort to sort out the problem. And interestingly, 2017 analysis by customer software company ReviewTrackers found that customers perceive ‘perfect’ re- views as too good to be true. In fact, they appreciate less-than-perfect reviews and ratings as an important element in their research and deci- sion-making process.
Building trust In a consumer review of 2,000 people by industry-leading advisory company Deloitte*, the majority admitted that family and friends, independent experts and yes, you guessed it, customer reviews/feed- back are the most trusted sources of information.
It’s valuable for your business, too By asking your customers to provide you with honest online feedback, you are demonstrating that you value their opinions. It is also an es- sential tool to judge current custom- er satisfaction. How can you know where the tweaks need to happen if you aren’t regularly checking that the way you run your business is actually working? But it’s also invalu- able information for you too – it can help you to identify the areas of the business you need to improve upon and sharpen up. And rather brilliant- ly, it’s free.
Make it easy With the ever-increasing demands of modern-day life, many of your customers will be time poor. So your email request asking them to fill in an in-depth questionnaire is likely to be ignored or filed under ‘to deal with later’. If you are a GMC mem- bership, you can ask your customer
to head to your company’s listing on
findacraftsman.com and leave a review. There are just a handful of straightforward questions, asking your clients to grade the service they received from you from ‘poor’ through to ‘excellent’, plus an op- tional space for leaving a personal comment. You can also help prompt them to give their feedback by leaving a hard copy of the form with them when you finish the job. Request these forms from the Guild by calling 01273 478499.
Get your customers to engage If you still doubt the power of cus- tomer feedback to help or hinder the fortunes of your company, 2017 anal- ysis by customer software company ReviewTrackers found that only 3%
of people don’t consider reviews when narrowing down their decision for choosing a service provider. So it’s vital to encourage your previous customers to give some kind of testimonial – however short and sweet – on your Findacraftsman. com profile. It really could make the difference between them picking you or clicking onto the next crafts- man. Think about offering some kind of incentive – such as a gift voucher for an email address selected at random from those customers who have left feedback on your online page.
Good luck!
* 2014 Deloitte Consumer Review The Growing Power of Consumers
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