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Why Customer-Centric Companies SucceedMay 7th, 2015 by
The big businesses that dominate headlines are buzzing about customer-centric marketing and how this sort of advertising plan can improve businesses in 2015. This means focusing on customers at a more individual level. For example, how many projects has Customer X called you for and how can you get him and her to think of you first for their next project? Customer-centric marketing is about considering this fact more than hitting on as many projects as possible. After all, a core group of loyal customers can be a great way to gain more business and generate quality referrals.
So, how do you set up a customer-centric marketing strategy to improve your business this year? By placing them at the center. What are they saying? Are they coming back? If they are coming back, why? It’s no longer enough to be happy that people are showing up. These days, reaching out to customers is about improving loyalty. Contractors can do this by being transparent in their dealings with customers, collecting feedback from them and using metrics to determine how to improve the individual experience.
Listen to your customers
The customer voice will be crucial for this sort of marketing strategy. Often, people share their experiences with all sorts of businesses. An extra cube of sugar in someone’s coffee and that particular barista may receive an online lashing. A contractor had the wrong material delivered for someone’s countertops, and well, you can assume things will go downhill quickly without the right approach. Whether positive or negative, the reviews that customers share online provide vital information for your business.
If a customer comes back to you, find out why he or she did. Chances are, that customer is more than willing to tell you if you ask. And if someone says they never want to take advantage of your services again, don’t simply ignore that. Find out why, and not for the sake of winning the customer back, but as a way understand how you could have made that customer’s experience better.
What to do with all this new information?
As you gather information on what people liked and did not like about working with your company, start experimenting with new ideas. And with every new move you make, remain as transparent as possible. Removing a page from your website? Adding in an extra touch point with the homeowners? Explain why you’re doing this to both your customers and your staff so everyone is on the same page.
Explaining your business’ experiments will reduce the potential for a bad reaction and improve customer loyalty. This lets customers know that you do take their feedback into account and that you’re taking steps to improve their experience. Transparency is key, especially in an industry in which customers often cite “vague estimates” and “unexplained costs” as issues.
Making changes such as increased transparency and a renewed focus on individual customer behavior will help your residential construction business become more customer-centric. By focusing more on improving your relationships with customers, you’ll end up improving your business along the way.
If you’re not sure how your customers are feeling on an individual level, we’ll survey up to 20 at no cost. Click here to learn more.