One of the best uses of your marketing dollars is to protect your existing customer base. You’ve worked hard to earn their loyalty. Now you want to keep it. Consider the benefits of utilizing customer surveys.
Let’s look at an example. A regional grocery store chain was experiencing increased competition from a large national chain and wanted to preserve its most valuable customer relationships. The chain sent two personalized surveys to its top 400 customers: one in the fall and one in the spring.
The first survey included six personalized questions and a letter addressed to the shopper, signed by the store manager of the location they frequented most. In the second, questions were designed to see how well the chain had addressed the issues raised in the first survey. Recipients also received a personalized cover letter from the store manager.
The surveys received a 52% response rate. While specific data on customer retention was not provided, a research study conducted by Rice University and published in Harvard Business Review found that, over the course of a year, customers who received similar customer surveys were twice as likely to continue their relationship with the company than those who did not.
There are no surprises here. Once people have made a purchase from you, they are your customers to lose. Show them that you care what they think, that their opinions are valuable, and you will act on information they share with you. They will reward you with their loyalty.
Why not talk to us about incorporating a customer survey into your next mailing?