Customer Satisfaction – Referral Schemes and Feedback
We talk a lot about marketing on this blog –the technical ins and outs, demographic targeting, and all the other fun things that form part of the day-to-day routine of most marketing professionals. However, we haven’t talked about possibly the most effective lead generation method of all – a method which results in a higher conversion rate than any other. That method is the positive customer referral.
Now, on the surface this would appear to be something you have little control over. However, while you may not be able to influence every individual’s psychology to the point where they’ll immediately go out of their way to recommend you to all of your friends, you can certainly make it easier for them to do so.
But first things first:
Provide a good service!
The only way you’re going to get people recommending you is providing them with an exceptional experience of your company in the first place. Therefore, ensure your customers are happy! If you leave them unsatisfied, you will get comments, but these are unlikely to be of a nature that will positively impact your business.
The old-school way of getting your happy customers to bring in new happy customers is through a referral scheme. Simply offer your customers an incentive for referring new business to you. This needn’t be financial – you can offer supplementary services or audits to entice people.
One of the best forums for positive customer feedback and referrals is social media. Any positive comments posted about you are instantly visible to a mass audience, which obviously increases the net potential benefit of each individual positive response. The downside to social media? People are often quicker to criticise than they are to compliment, so be sure you are offering an exceptional service that warrants positive feedback. You’ve still likely get a few naysayers who will post criticisms – this is unavoidable – but being proactive and responding to any comments directed at your company will ensure that the positives outweigh the negatives.
While an excess of fake reviews have caused ratings sites to take a battering in the press recently, utilising a ratings platform as part of your website is a simple and intuitive way to encourage your happy customers to leave feedback. If you run an ecommerce shop, you can set these things to automatically send reminders following a customer purchase, and encourage them to rate your site. TrustPilot is good for this – you can even integrate it into your existing website.
Testimonials are extremely important elements to feature on your website. They lend your services credibility, and impart a positive message to new users visiting your website. Obtaining testimonials is easy enough – just ask the client have referred to them as customers up to this point – but you need to make sure they have excellent visibility throughout your website, and across all your marketing collateral. Also, routinely update them – with B2B companies in particular, there’s every chance that someone interested in your services will want to check out the website of the people recommending you, and testimonials from businesses that have since disappeared aren’t much help.
This gives you some idea of some of the many ways you can gather and utilise customer feedback to market your business. Positive testimonials can be used as part of practically any marketing initiative, and you should encourage your customers to provide them at every opportunity.
Customer feedback plays an important part in any ongoing marketing campaign. For assistance formulating a comprehensive, bespoke marketing strategy to achieve your business goals, just give Jon a call on 01606 884 123 or email firstname.lastname@example.org.