When was the last time someone asked you what you want? What you’d prefer to have, over what their perception thinks you’d like to have?
Are you looked after by the services you use on a regular basis? If not, why not – isn’t it about time you were?
I’m a business owner, but I’m also a consumer and a customer. So why am I told what I need instead of being asked what I need, as a customer?
When I go to a store to buy goods or services, I’m offered AirMiles as an incentive. But if I don’t fly often, what good is that to me?
When I receive an email to fill out a business survey I’m offered Barnes & Noble gift vouchers, but I’ve never shopped there in my life. Are they really incentives?
There are countless communication methods to speak with your customers and ask what they want. You have mailing lists to stay in touch with your most loyal – use them. Customer service questionnaires, website forms, Twitter, telephone calls – make it your task to ask.
Speak to your customers and instead of offering non-essential incentives, offer something they would use. How many of your customers drive? Wouldn’t a gas loyalty card offer with a certain level of purchase be a better incentive to spend money with you?
Frequent flyers part of your customer base? Instead of offering a discount at just a specific store within the airport, how about a discount in any shop within the airport? Leave the choice to your customer as opposed to making the choice for them.
Good business sense is all about listening. Where are your listening posts?
image: Dan Morelle
