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How to get your customers to tell you more about your retail business.

    Mon, 09 Sep 2019

    Have you ever wondered what that customer is thinking about your business, no matter if it’s positive or negative?

    Lots of business owners or personnel don’t want to directly step up to their customers because it rarely leads to valuable or truthful results. Fortunately, there are ways to get to know what your customers really think of your business without having to step up to them directly and potentially putting them outside of their comfort zone. In this article we give you 5 tips on how to get started learning more about your customers feelings towards your business.

    Tip 1: Start collecting minimal customer information

    If you’re already doing this, great! If you’re not collecting basic customer information, it might be a great time to start doing this as soon as you can. All you really need to start off is their email address, as you can collect more customer information afterwards. If you’re not sure how to even get started obtaining your customers’ email or phone number. It’s never a good idea to bother your customers with sales jargon right away, as this will definitely impact your changes of getting valuable information from them down the road.

    Tip 2: Don’t ask too much right away

    Your new customers aren’t interested in giving you lots of their personal information from the moment they have first interacted with you, or your business. It’s very important to make sure you ask the least amount of information possible, as subtle as possible. Asking less is often the secret to getting more. As mentioned previously, all you need is their email address or phone number. There is more than enough opportunity to get more information from them afterwards.

    Tip 3: Create a connection with your customer

    You have your customers' email address. Great! First thing you’re going to want to do is to figure out whether they want to reached out by you, as the last thing you want to do is bother them. You want real feedback and not robotic answers, as that has absolutely no value to you or your business. Simply sending them a 1 question survey will be enough to find out whether your customers are interested in telling you more about what they think. Here’s an example of what that could look like:

    Tip 4: Approach the right people

    If you’ve followed the previous three tips, you’ve taken massive steps in the right direction. You now know who wants to be reached out to and who doesn’t. No matter what business you have, it’s very important to now dive deeper into your customers’ profile. No, not their Facebook profile, but their customer profile. Your customer profile could be a large list of things, but for now, we’ll keep it really simple.

    For this example we take Anna. Anna has a small business where she sells shoes and bags. To start exploring the interests of her customers, a great first step is to ask them what they’re interested in. Shoes, bags or both? Knowing this will allow you to give more specific questions, and will make a customer immediately give answers they can relate to.

    A great way to do this is to use an online survey building tool, such as QuestionScout (hi there!) using conditional logic. Conditional logic allows you to configure what questions are being shown, and which ones are being hidden. In the example shown above, this would mean that if the customer has selected bags, all of the shoe-related questions will be hidden. This drastically decreases your abandonment rate and makes your customers much more likely to submit valuable information. Here’s an example of what Anna’s online survey would look like:

    Tip 5: Nourish your relationship with your customers

    Knowing your customers and asking them only about the things they’re interested in makes them much more interested in you and your business. Prevent asking them about things that they aren’t familiar with or interested in, as that will definitely put a hole in your relationship with your customer.

    If you start with the steps we’ve explained above, you’re guaranteed to learn more about your customers, what they think about your business, and will allow you to grow your business in an entirely different way that’s much more in touch with your customers. Just make sure you don’t ask them too much and too often, as no one likes getting bombarded with emails.

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