Its important for small business to stay connected to customers, the problem is how?  This post provides a list of practical ways to stay connected to customers.

The importance of staying connected was discussed in my “What is marketing?” post.

Below is some practical ways to stay connected with customers

1) Pick up the phone.

A great way to stay connected to your best customers is simply pickup the phone and call them.  You will be amazed how open people will be with feedback if you explicitly ask for it.

Ask your customers a few questions;

• What are we good at?
• How could we improve?

2) Work in the customer service / sales function of your business

If your business has a retail or customer service function spend some time in that area listening to customers. You will be amazed what you will learn

• Customer Service – this area of your business gets more feedback from customers than any other. The old saying here is happy customer tell 2 people and unhappy customer tell 10. It pays to be on top of unhappy customers.
• Sales team – its important to know why you win jobs, but even more important to know you didn’t win. Lost sales give you feedback about what the market thinks of your products or services compared to your competitors.

3) Invest in CRM technology.

CRM stands for Customer Relationship manager. CRM systems make staying in contact and recording conversations with customers easy. Its important to track customer through the sales process into the support process.

CRM provide a wealth of information about how your business deals with customers.

• Who your biggest customers are?
• Who your most profitable customers are?
• Sales pipeline reporting – what the future holds
• Sales conversion reporting – how effective your sales team is?
• Customer service levels – how you are servicing your customers?

Even micro business can benefit for keeping accurate information about customers. You will be amazed how effective sending a small gift to a customer on their birthday.

4) Customer Feedback

Ask your customers for feedback via surveys, but be careful not to overuse this method. One way to make this more effective is to offer a prize for the feedback.

Different types of surveys

• Automated web surveys – see a great free web survey site called survey monkey
• Paper based survey in the retail
• Mail survey cards with return address envelopes

5) Direct mailing using customer information

Direct mailing is a cost effective method of connecting with you customers.  Its possible to create a design incorporating your customers details and preferences. Its called variable data digital printing, every printed page is customised to the individual which grabs their attention and increase your response.

6) Start a Blog or Newsletter on your website

Blogging is a great way to communicate with customers en-masse. The trick with blogging is having something that your customers actually want to read.  Content on blog pages must be short and punchy.

Blogging actually takes a significant amount of time so don’t underestimate the effort required.

Final word

At Style we are experts in marketing and printing so we can help you connect with your customers. Connecting with your customers will help you understand them, support them and sell to them.