- What values do my favourite customers live and work by?
- What hobbies do they have?
- What is important to them?
- What is their attitude towards life in general?
- Are they easy to talk to?
- Is there anything about the relationship that is challenging?
If you are a business to business (B2B) company, you may ask:
- What is their company culture?
- What other vendors do they deal with?
- What is the quality of their work?
- How do they treat their staff?
Your own questions must align with what is most important to you. For this you must first understand your own personal and professional values.
TIP #2: Be curious and ask good questions
Surveys or in-depth interviews are invaluable ways of getting a deeper understanding of your customers. You would be surprised at what genius marketing ideas you can pull from survey data.
Here’s an example:
In 2013, we were hired to create a campaign for a Jiffy Lube store in Edmonton. Reading through their customer list, the only apparent similarity was the fact they had many repeat, loyal customers.
I asked the owner, “Why do you think these customers keep coming back?”
Outside of his confidence in the brand name, he wasn’t sure. So we did a survey, provided a chance to win an iPad in exchange for the survey, and received over 150 completed gold nuggets. Quality surveys are GOLD 🙂
On tabulation, the survey results returned two very important responses:
- Over 80% were repeat customers because they trusted the technicians.
- Over 80% went to movies on a regular basis.
With those two key responses, we developed a campaign focusing on the trusted technicians, and Jiffy Lube ran the ads on the movie screen in the neighbouring theatre. The campaign spoke to the customer’s values and positioned the message where we knew they spent some of their recreational time, resulting in a very successful campaign.
Here are some tips to help you craft your own surveys.
If you catch yourself starting any sentence with, “I know people want my product instead”, or “they can’t afford it”, or “I know they don’t want what I have”, hit stop and ask yourself, where did this assumption come from? Did “those people” tell you or are you assuming it to be true.
Ask, don’t assume.
TIP #3. Take utmost care of these wonderful people!
I‘m sure everyone has heard the adage “it is cheaper to keep a customer than to acquire a new one.” If you are fortunate enough to have customers who you absolutely adore, you need to pull out the red carpet for them. Depending on what is appropriate for your business, brainstorm ideas that will keep you top of mind with your customer and, more importantly, will keep them feeling not only valued, but cherished!
Need some ideas? Here’s a few:
- Thank-you cards go a long way
- Know their birthday? Send a card for that too! Better yet, send them a personalized discount coupon in the card for them to come into your store for a special promotion (if applicable to you).
- How about a basket of puppies?!
- The Christmas Holidays and New Years are excellent times to reach out and show your appreciation as a reflection of your great year working together
- Is there a way you can promote their business? Possibly through a plug on social media, or connecting them to a potential customer through your own network? This is the big time if you can make it happen
- No one can resist a muffin basket. (Just don’t also fill it with puppies)
Why spend all this effort? If you take care of your incredible customers, they will be your biggest ambassadors, spreading the word of your company.
If you are looking for help with crafting or conducting customer surveys, please feel free to connect with us. We are professionals who thrive on curiosity and will get down to the bottom of what makes your ideal customers tick. We also are brand masters who can help you come up with unique and powerful ways to appreciate the heck out of your amazing customers.