Market research is an effective way to determine what the attributes of your product line should be and who are likely to be your customers. Sometimes, however, time or budget constraints preclude the use of market research. Fortunately, if you already have customers, then you have the means to do on-going research right at your fingertips.
Your current customers are a wealth of information when it comes to your products and your service . . . all you have to do is ask! Here are some must-ask questions:
- Find out how your customers first heard of you. This will help you evaluate the effectiveness of your different marketing tactics. Ask prospective customers this question, too.
- After the sale, follow-up. Find out how the customer felt about the buying experience and how they like the product or service they received from you. If they love something you are doing it, make sure to share the good news with others in the company—and keep on doing it!
- Be sure to ask what they don’t like about your product, the customer service experience or the sales process your company uses. No one likes to hear bad feedback, but hearing directly from your customers about where your company is falling short is some of the best information you can receive . . . if you choose to do something about it.
- Find out what else they would like from your company. Some of the best ideas for a new product or service come directly from customers. They’re the ones who are out there using your product regularly and know best what they need—listen to them!
- Ask your customer for contacts they know who might be interested in your product. You never know who they might know and a referral from a happy customer makes the sales job a little easier.
Now that you know what to ask, what are some vehicles for getting their insights? Consider the following:
- Make your post-sale phone call multi-purpose. Of course, a follow-up call is a great way to hear how your customer is enjoying your product. The call also begins to establish an on-going relationship with the customer; after all, you want your customers to be repeat customers. If the customer is satisfied with your product, this would be a good time to ask for referrals. If he’s not, here’s your opportunity to correct the situation.
- Use email as a great way to keep in touch with customers and get their thoughts about new products. Send a short email asking how they are enjoying your product or soliciting ideas for changes to your products.
- How about blogging? Make your website interactive by starting a blog. A blog gives you a way to pose questions to customers visiting your website; your customers can respond right there on your site.
- Throw a customer appreciation party. Bring your customers together at your location and spend time getting their feedback on your products and services. Make it fun, show them you appreciate their loyalty and they’ll be glad to share their thoughts with you.
Make the most of that valuable asset you already possess—your customers. You’ll be glad you did!