Four Short Words To Better Marketing

Is it possible that four short words could increase the overall effectiveness of your marketing efforts? Absolutely

. We're talking about the implementation of four simple words into tools that you already use. And these four words could boost customer satisfaction, customer retention, and be an invaluable asset to your marketing efforts.

So what are those mysterious four words that can become a starting point to better satisfaction scores? Quite simply, they are "How am I doing?"

After all, there aren't many businesses today that aren't affected by customer reviews. Virtually every consumer product or service from banking to healthcare can be reviewed and researched online. Better reviews from sites like Yelp and Kudzu and Google are only going to help you generate new customers. In addition, satisfied customer bring along their friends through referrals and social media. So if you're tasked with bringing in more business, happy customers will only make your job easier.

Now, this article is not about expensive or extensive surveys. It's about putting into action something quite simple that any business of any size can start tomorrow. It's about caring enough to ask.

Consider the company's emails. How simple it would be to add "How am I doing?" immediately below the signature blocks for all business email and then include an invitation with a link to a short online survey form. (There are a variety of websites now that provide easy-to-create surveys at a reasonable cost.) Imagine it right below an employee's signature block - "How am I doing?" Your satisfaction is important and valued. Please click on this link to let us know."

The link, of course, would lead directly to the online research page you set up and the survey can be just as simple as your question. You'll want the respondent's name and email, and a response to your question. When you ask the question again in the survey, you can choose to solicit positive responses by asking how an employee met or exceeded expectations. (If the respondent is unhappy, you will surely hear about it either way.)

What about additional ways you can leverage this idea to generate engagement and feedback? First, while you want to seek positive comments, you respond with thanks to all, and resolve any complaints. Second, share the survey results with staff, management, customer service representatives, etc, and consider devising an internal rewards program that recognizes good work. In addition, you can use the survey link everywhere - from employee emails to your website, the company Facebook page and the company blog. Finally, why not take advantage of all these positive comments you may have received and use them as testimonials on your website and other marketing efforts?

If you're in charge of marketing a consumer product or service, you're no doubt always looking for ways to further engage your customers. This simple system offers customers a quick, convenient way to communicate their thoughts and provides you with valuable information and interaction at virtually no cost. And what could be better than that?

by: Julie Burmeister

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