One of the reasons I enjoy this time of year is that people tend to be nicer – even if they are faking it on the inside. As long as customer rushes have been addressed, and the holiday madness is winding down, there is a golden window of opportunity for you to get some meaningful customer feedback before people skip out for the holidays.
You are about to ask your customers for their time, and sure it’s so you can help them more effectively and learn how you can improve your business, but if you make it all about you it will seem like a task. Here are a three ways to get in the door and get the information you need:
Create A Report Card
That thing in the back of the shop, it’s called a press… use it. Create a CUSTOM report card that lists all of the jobs a customer sent over, or some of the major jobs if they are big clients. Provide check boxes for “performance ratings” which the customer can fill in that touch upon the services you provided. Drop-off the report card, and let your customer know you did, and that you will pick it up in person and bring along some holiday treats as thank you, as incentive. Once you are in the door, review the report card with your customer. People will be more willing to give a little, if you give a lot, and considering the feedback a few dozen donuts or cookies is a small price for customer loyalty and retention.
Create A Survey
Same concept as above, but less intrusive for customers who prefer to be left alone. In this case provide open fields for customers to “explain” their ratings if they are “fair” or below. Take the feedback, and follow back with a PLAN on how you will address their comments. Don’t attempt to discuss negative comments, even if you think they aren’t accurate. The point is your customer believes their comments are accurate, and that is all that matters. Give 2017 a little time to roll in, then you can go back to discuss the comments from the approach of checking in to see if things are improving. Some customers will never be happy, others will really appreciate the effort to make them happy, and the method.
Schedule An Interview
These may happen early next year, but get the “yes” to the sit down now while the eggnog is flowing. Bring printed samples of the work to discuss. Follow the same method to get a performance rating and constructive service feedback. This is way more personal and some customers may not be comfortable with this approach. I would try this first, and if they say no offer up the report card or the survey.
Wrapping It Up
The end of the year is the perfect time to check in, but shouldn’t be the only time. Once customers are used to actively participating in helping you, help them, make it a regular thing. Check in after each job, check in monthly, quarterly, bi-annually, whatever works best for your customer and doesn’t cross over into the spammy zone. A feedback opportunity is a terrible thing to waste.
SPEAKING OF WHICH…
Print Media Centr is here to serve you, so how can we do that better in 2017? What subjects do you want to hear about? What products and services do you want to learn more about? Any suggestions for interviews? Is the age of the webinar dead, or do you want more of those? I am really open to making all your dreams come true!
Stay tuned for my 2017 CMYK Manifesto in January… and thank you ALL for an amazing year representing you out in the Printerverse! PRINT LONG AND PROSPER!!!
Deborah Corn is the Intergalactic Ambassador to The Printerverse at PrintMediaCentr, a Print Buyerologist™, Integrated Marketer, Industry Speaker and Blogger, Cultivator of the Print Production Professionals Group, the #1 Print Group on LinkedIn, and host of #PrintChat, a weekly industry gathering on Twitter every Wednesday at 4PM ET. She has more than 25 years experience working in advertising and marketing, and currently works behind the scenes with printers, suppliers and industry organizations helping them to achieve success with their social media marketing endeavors, and meaningful relationships with customers.
Connect with Deborah: Twitter / Facebook / LinkedIn / Instagram / YouTube / Pinterest / Print Production Professionals Group
