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"How to Use
a Customer Response Card to Build Your Small Business"
by Charles Sisk
We all do it. If we get good service or
order a product we like _ we order from the company again. However,
if there is something we don't like or are dissatisfied with the
service in any way, shape or form, we never bring it to the
attention of the company. We simply don't use their services again
and think that solves the problem.
Let me share with you something that happened
here locally to me. A new pizza shop moved into the neighborhood and
I decided to try them out. When I placed my order I informed them
that they had been highly recommended and this was my first order.
When I picked up the pizza and brought it home it was HORRIBLE!
I couldn't believe I actually paid $14 for the thing. It wasn't even
worth $2 in my opinion.
Naturally, I had made up my mind never to order
from this particular pizza shop again _ but a few days later the
owner called me to ask my opinion on what I thought of the pizza.
(He had got my phone number off the check I paid my order with.)
Feeling a little embarrassed and reluctant to
tell him how horrible it was, I said, "It was okay but not
something I would order again." The owner became very
interested and asked me to give him more specifics. I explained that
the sauce was too tangy and there was not enough cheese or pepperoni
on the pizza _ even though I ordered double of both items. He asked
me to give his pizza one more try, but this time it would be free of
charge. I accepted.
And guess what? The quality was greatly
improved and I am now a steady customer.
You can use the same situation for your small
business.
Only you can't afford to call everyone that
orders from you. That is where the "Customer Response Card"
is vital to your growing business. You hardly ever see them
because people don't think they really work. That's because they
have never put them to use. That's where you can be different and
innovative _ and profitable _ all at the same time.
"Customer Response Cards" can
easily be typeset by any competent typesetter. They should ask such
questions of the customer, as: How do you rate our service? Was the
quality of our product or service excellent, good, fair or poor?
What would you suggest for us to do in order to improve our
services? Would you order from us again? Any additional comments?
Lines should be left for the customers' name,
address, telephone number and yes by all means, their email
address.In addition, the "Customer Response Card"
should be pre-addressed with your address and preferably pre-stamped
for their convenience.
If you decide to use "Customer Response
Cards" they will serve a very important function in your
daily business.
First of all, when customers receive them they
will know you are concerned about them and their order.
They will feel important that you have asked
for their opinion and will feel free to make helpful suggestions,
complain or brag about your company.
However, you must keep in mind that a complaint
is NOT a reflection on you personally. A complaint should be an
indication that there is some unfinished business to take care of.
Almost 90% of the time, if you listen and try to understand a
customer complaint _ the customer is more than satisfied.
Then, if you offer to make up for the
difference or offer them free services or a money-saving coupon on
their next order, they will be much more than satisfied. Not only
have you kept a customer but built a trust with them at the same
time.
Solve complaints from "Customer
Response Cards" as quickly as possible.
Customers may make a complaint on a postcard
more readily than calling you or writing you a letter. This helps
draw your attention to problems before they get out of hand _
problems you might not even know existed!
And never forget to thank your customers for
providing you with their opinion. You could send them back a
discount coupon to use on items you sell on their next order or
simply send them a "Thank You" card.
Remember that a customer's opinion is worth its
weight in gold. There are professional marketing firms that are paid
$1,000's of dollars per year by companies to find out what people
really think of their products.
A "Customer Response Card" is
a very low-cost way of determining trends and interests that your
customer market has. If you keep on top of things, you will never
have to hire these high-paid professionals. You'll know more than
they do!
 By:
Charles Sisk Contact: Charles Sisk
Charles
Sisk is President of Marketing Prosperity, a small
business marketing consulting firm and publishes the
Marketing
Prosperity Super Tips Newsletter,
the #1 Source of Small Business
Marketing Ideas.
Subscribe now at: http://www.MarketingProsperity.com.
This work is licensed under a Creative Commons Attribution-NoDerivs 2.5 License.
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