It amazes me the time, effort, and energy that businesses put into attracting new customers, but once they get that new customer, they are now ignored or never followed up with.
No matter what business or industry you are in, you MUST follow up with those who have used your products or services! You have devoted too much energy into getting that customer in the first place, to let them just sit there without hearing from you.
Great examples of following up with customers
My local hair salon has done an amazing job with following up with their client base and have done very well for themselves in the short time that they have been open (about a year now). Their services are nothing spectacular, their pricing is fair, and there is nothing that makes them truly remarkable. However, they have developed a great system of following up with their customers that has allowed them to continually keep growing and keeps them constantly in front of their clients.
What they do different: Follow Up, Follow Up, Follow Up
- Pre-Appointment Call: If you schedule a hair cut, they give you a call a day or so before to remind you that you have an appointment scheduled with them and make sure that the time still works for you. This is a lifesaver! I can’t recall how many hair cuts I have missed over the years because I forgot what day or time it was scheduled.
- Day of Appointment Call: A few hours before an appointment I receive a call to make sure that I am going to be able to make it to the hair cut.
- Post Appointment Call: A couple days after visiting them I receive a call to make sure that I am happy with my hair cut and they ask if I am completely satisfied with how it looks. How many times have you had a bad hair cut and switch to another stylist or business because they did not care to ask?
- Mailed Letters: This week I found a handwritten letter in my mailbox from the company that was hand-signed by all of the staff wishing me a Merry Christmas. Not only is this extremely thoughtful that they went through the effort of hand-writing the letter and signatures, but they included a $10 gift certificate that can be used on my next visit that provides a lot of value. This is a very wise move and they have figured out there customers and demographics. Where I live is a very seasonal market and the winter months bring many layoffs and the income per person drops pretty dramatically, so this will allow those that could not afford to visit a salon the ability to do so.
They have mastered the follow-up and follow-through for what is (for the most part) a somewhat commodity type industry. All of these different tactics that they use also contribute to increased business (each time I hear from them I am reminded that I need to get my hair cut), increased customer satisfaction (no should ever stay upset, because the company has followed up), and a feeling that this company truly cares (hand-written Christmas cards with a $10 voucher).
Many other companies provide some great customer service and follow-up. I think that GoDaddy has phenomenal customer service, from tech to customer satisfaction, they have follow up process nailed.
What’s holding you back?
It only takes a few minutes to make some phone calls and touch base with your current or past customers to see how they are doing. It only takes a little time to hand-write thank you or holiday cards and a little cost for stationery and postage but it makes a great impact on your customers.
Increase sales, satisfaction and loyalty
Every time you follow up with your customers, you are showing (in actions) that you really care. Not only does this translate to satisfaction, but if done right you can turn the follow up into a great sales tool that can drive tremendous amounts of additional business even without gaining new customers. You will be selling more of your products or services to people who already use your services.
Don’t let your customers slip through the cracks
You have put too much time and money to get your customers to use your products or services to let them go to a competitor. Don’t let a little extra time or effort to retain them and satisfy them, hold you back from becoming successful.
