How Much Do You Know About Your Customers?

Kofi Annan the former UN Secretary General said, “Knowledge is power. Information is liberating. Education is the promise and progress, in every society, in every family.”

The only addition I have to that Kofi Annan quote is…in every business. The business that has knowledge of its customers, what they want and what makes them happy is indeed powerful.

One way to gain this knowledge is to ask your customers directly through sending out surveys.

Create an easy to answer five to seven question survey that can be mailed to your customers. Choose as many names as you wish of customers who regularly make purchases or come to your events and e-mail them the survey. Ask the customers to complete the survey and return it to you. You may wish to add an incentive. For example upon return of the survey the customer will be sent a coupon for 10% off their next purchase. Give the person a reward for completing the survey that also gives them a reason to come back to the business. You may wish to ask questions about how they were treated generally, if they got all the information they needed or if they were told about the a special that was going on during the time they were visiting. Whatever the information is that you want or need, include a question related to that information in the survey.

Leave a place on the survey form for comments. Some people, when asked for their opinion, love to tell you everything (and much of this information is valuable to you) while others just complete the questions. However, it is important to give people the opportunity to provide you with information.

Keep the survey short (not more than five to seven questions, which are open-ended so those receiving the survey may provide a short or long answer) and thank them for completed the survey. Make sure you add in a line that you are sending these questionnaires to them In order to provide you with better service…

You may also create surveys that you send to people after their first visit to your business or surveys to customers who regularly attend events.

A tip of the glass from me to you

1. E Column
   by Elizabeth “E” Slater, In Short Direct Marketing

   A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.

   Follow E on twitter @esavant and facebook.