Newspaper article The Observer (Gladstone, Australia)

Customer Feedback Important

Newspaper article The Observer (Gladstone, Australia)

Customer Feedback Important

Article excerpt

STRONG relationships are the cornerstone of every growing and successful business.

If we neglect to create relationships with our customers or our potential customers (our prospects) then we will become a transaction and commodities-based business Co and that puts us squarely in a highly competitive, often price-driven, short-term frantic market.

Building relationships increases your customers' loyalty to you and your brand and they are more likely to go out and promote you to others Co to be an advocate for your business. This is how momentum is built.

Warning: Once you start building and nurturing relationships, don't stop!

Perceived indifference is one of the most common reasons given for customers stopping doing business with a supplier. Inconsistent ad hoc contact will not build strong relationships which create loyalty. What it will create is a state of confusion.

The Key: Build relationships based on authenticity, do it because you believe you can make a positive difference, be genuine.

Understand the opportunities to engage with your customers across the buying and delivery process Co and then afterwards. What happens after the sale?

Develop a clear system around the touch points in your business Co when will you make contact and how often? This contact does not need to be face to face Co it can be a phone call, an email, a gift, an event. Neither does it need to be made by the same person Co everyone in the organisation has a role to play in building and nurturing relationships with customers.

Consider these relationship building ideas:

Get to know your customer, that way you can send an appropriate gift Co a subscription to a fishing magazine for the customer who loves fishing; a travel book for he who loves to travel, movie tickets for the movie buff and so on. …

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