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How to get to know your customers and improve their experience with your business

Getting to know your customers is crucial for your business. But how do you do that, and what should you do to improve their experience?

They place their orders, you send them their goods – but do you really know who is at the receiving end of the transaction?

It’s quite easy to delve no further than simply delivering what your customers has asked for, but if you don’t take the time and trouble to get to know them you could really be missing out.

It’s easy to take for granted the people who order with you time and time again – after all they must be happy with what you’re doing right? But if you perhaps did a deeper dive into finding out more about them you might realise a whole host of other potential opportunities which can work for your mutual benefit.

20th January is Get To Know Your Customer Day, the perfect time to commit to finding out who buys from you, how you can retain that loyalty – and what else you could be offering them.

How to get to know your customers better

There are many ways that you can get to know your customers, and at WTTB we know just how to do that!

Use data at your fingertips

No matter the business you are in, customers will likely agree to leave some details with you. For example, if you know where your customers are based you will be able to deep dive into competitors that are also in that area, and make sure that you are doing all you can to keep your customers with your business, rather than others nearby.

You can also use social media data and past purchase data to discover favourite products and feedback on your services.

Send out emails with surveys for feedback

A great way to get to know your customers is by asking them to complete short surveys. If you have their email addresses, use this to your advantage by politely asking them to give feedback on your products or services. This way you will have information directly from the source!

Gathering feedback after they have made a purchase shows that their experience matters and is also a valuable tool for you to learn where there is room for improvement.

If you work with other businesses, why not ask some questions about their business or their own customer base? Not only will it make them feel you care but it also gives you the opportunity for some targeted marketing activity.

Compile your review data

If you use TrustPilot or Google Reviews, you can compile all of this data and group them into themes to see where your customers need more help or guidance in their customer journey.

How to improve your customers’ experience

But once you start to learn about your customers, what can you do to really make them happy? Take a look below at our suggestions that can improve their experience with your business:

Improve the online and offline experience

It’s well worth putting in the time and effort because a happy shopper is also one who is likely to recommend you to their family and friends too – and that’s advertising you just can’t buy.

Using the information gathered from follow-up surveys or complaint data, you will be able to improve the customer experience. Whether this is responding directly to customers and asking for follow-up conversations or adding pop-ups to your website to allow customers to give further feedback shows that you really do care about their experience.

Sell yourself through printed materials

For a customer, sometimes there’s nothing quite like receiving something in your hands from a business that you buy from. No matter what you sell, if you want to be the go-to destination for your industry then sharing some of the ins and outs of the running of your business is one way to engage your customers.

Printed materials, such as flyers and leaflets, are a great way to get your story out there, whether you want to emphasise the fact that your business is family-run or detail why your experience is the best.

To distribute them to nearby households then you only need to cover the cost of petrol or, if budget allows, look at a partnership with a local paper for a bigger reach.

Reward their loyalty

If someone returns to use your business again and again then it’s probably because they feel like a valued customer.

One way to achieve this is by offering rewards to show that their service matters to you. An incentive such as a discount for return orders is sure to be popular, or they could help you to expand your customer base if you introduce a special deal for referring a friend.

Bring the business to them

You may have an impressive showroom but not all potential clients will have the time – or means – to get there.

Investing in an impressive, glossy brochure brings your services directly into the homes of your customers and increases the number of products or services you can display.

And never underestimate the power of the internet. A good quality website which makes it easy for people to find what they’re looking for at the click of a button could be the difference between someone choosing you over a competitor.

That, combined with a high profile and effective offline marketing campaign can put you ahead of the game – and who doesn’t want that? Getting to know your customers is crucial, because you will learn how to please them and ultimately drive more success for your business.


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