Customer communication involves more than your marketing team. It includes everyone — sales, reception, customer service and even you, the business owner. Although each team serves its own purpose, working as a united front improves the overall customer experience.
By having a holistic customer communication strategy in place you can connect customers with the right team member each time, providing smooth customer service.
Ensuring consistently great customer communication requires a great deal of listening, purposeful action and reporting back.
If you’re listening to your customer’s tales of woe after they’ve decided not to continue doing business with you, you’re too late. There’s a high chance they’d already voiced their displeasure — even if through vague signals. This is exactly why it’s vital to proactively seek feedback.
While dissatisfaction signals may not always be clear, they’re almost always apparent. Communication often requires listening to what isn’t being said.
Signals to look for include:
- Slow responses
- Rescheduling often
- Neglects discounts
- Not engaging with marketing
- Doesn’t reschedule
If you’re already seeing these signs, it’s time to get active. Pull out a tactical survey. Yes, surveys should already be a part of your regular customer documentation, but sometimes post-service review links are missed on receipts. Tie in survey requests with a milestone.
“Congrats on your 10th dance class with us at Shake It Fitness! We’d love to hear your feedback.”
You’ve requested feedback, now make a move. Don’t do what you think should be done. Do what your customers are requesting. They took the time to share their opinions and thoughts on how to improve the business. If you don’t act on those notes, you risk harming your relationship with those customers.
All this seems simple enough until you’re neck-high in requests. Make sure requests make it to the proper teams immediately so processes can be implemented or improved.
Your automotive repair team doesn’t care about the time it takes to check in and drop off a car, but your front-desk team would find that information valuable.
Sit down with your staff and review the impact of any changes. Are they up to your brand’s standards? If so, great! Close the loop. Reach out to customers and let them know how much you valued their opinion.
“We asked and you answered. Now we’ve delivered! Thanks to your feedback, we here at Quick Car Turn Around cut check-in time in half!”