Are you asking the right
questions?
To communicate with your customers, you
have to ask yourself the right questions, explained Becca
Anderson, editor of IDC News, as she spoke at the International
Drycleaners Congress’ convention in August.
During her presentation on
“Effective Communication To-day,” Anderson
acknowledged that it’s tricky sometimes to figure out
which questions are the right ones. Instead of asking: How do I
want to communicate to my customers?, the question should be
rephrased as: How do my customers want to hear from me? The
difference, Anderson said, is that the latter question is
“shifting your mindset over to the consumers’ way
of thinking.”
Though you may already have a habit of
communicating to your customers in a specific way, it is
important to consider new ways to get inside their heads, she
added. One way to do that is to pay attention to what trends
are developing in your customers’ lives.
You only have to look as far as the
grocery store where vegetables are pre-packaged and sliced to
realize one American trend: everything is increasing in pace.
People are in a hurry and they want what
they want now, Anderson said. A good communication plan for
that type of person is one that is brief, relevant and
interesting. Get to the point. Give them what they need. Then,
get out of their way, she explained.
Knowing how to send a message to your
customers doesn’t matter much, however, if you
don’t know what message to send them. Instead of asking
yourself what you want to communicate to your customers,
Anderson believes the better question is: What do my customers
want to hear from me?
In other words, what you want to say
isn’t as important as what your customers find relevant
in their lives, she pointed out. The key to successfully
communicating with a customer is to find out what is
interesting to them and reach them through that channel.
One way to do that is to tap into the
power of the Internet, a place where a lot of people gather
information daily. American consumers like being on-line
because it’s fast, convenient (it’s accessible 24
hours a day), interactive and it allows them to pick and choose
things they are interested in. They aren’t a captive
audience, but a participating one, Anderson explained.
Because of that reason, e-mail is an
excellent tool to use to reach your customers. The technology
allows for you to easily customize your communication to a
target audience. In addition to creating an e-mail marketing
program, cleaners should also consider building a web site, if
they haven’t done so already. If you’re not on the
Internet, you’re rapidly becoming invisible, noted
Anderson. Modern technology isn’t the only way to contact
customers. The tried-and-true communication methods of the past
are still relevant today, Anderson added. The important thing
is to keep up with the times so you can successfully reach out
to customers. For example, direct mail may be effective, but
keep in mind that it requires more effort from time-conscious
consumers to open an envelope. A postcard will never arrive
unopened.
Another tip Anderson provided was:
Don’t be afraid to be personal. People appreciate being
noticed and recognized. Little notes on drycleaning orders that
say “We love your outfit!” will go a long way.
After all, it’s never a bad idea to compliment a
customer’s taste in clothing, and, besides, it encourages
them to bring the garment in to you so you can take proper care
of it.
Your POS computer system can help you in
this department, as well. Anderson suggested asking a few extra
questions when setting up a customer’s account so you can
send them a personalized card or e-mail on their birthday.
Another wrong question that business
owners often ask is: How much money do I spend on this
communication effort? Instead, a better question is: What do I
stand to lose if I don’t communicate properly with
customers and potential customers?
According to Anderson, communication with
customers begins at your curbside when they first view your
store. What impression does your signage create? Is your store
well-lit, clean and attractive? Anderson recommend that owners
take pride in the appearance of their store because it sends
out a positive message to customers.
The cost of maintaining a plant may be
expensive, but it is worth it in the long run, especially if it
helps retain customers, which is the primary goal.
Oftentimes, customers stop doing business
with a plant but drycleaners never venture to find out why.
Build a mindset within your company that problems are not bad.
They are opportunities for improvement, Anderson said.
It may not be a pleasant experience to
talk with a disgruntled customer, but it can certainly be an
educational one, especially if it allows you to correct a
problem that has prevented a customer from returning to your
store.
Once you have set out to improve your
interaction with customers by trying to find out what it is
they want, Anderson added that there is still one last question
you should ask yourself: “How am I doing — and how
can I improve?”
Are you asking the right questions?
To communicate with your customers, you
have to ask yourself the right questions, explained Becca
Anderson, editor of IDC News, as she spoke at the International
Drycleaners Congress’ convention in August.
During her presentation on
“Effective Communication To-day,” Anderson
acknowledged that it’s tricky sometimes to figure out
which questions are the right ones. Instead of asking: How do I
want to communicate to my customers?, the question should be
rephrased as: How do my customers want to hear from me? The
difference, Anderson said, is that the latter question is
“shifting your mindset over to the consumers’ way
of thinking.”
Though you may already have a habit of
communicating to your customers in a specific way, it is
important to consider new ways to get inside their heads, she
added. One way to do that is to pay attention to what trends
are developing in your customers’ lives.
You only have to look as far as the
grocery store where vegetables are pre-packaged and sliced to
realize one American trend: everything is increasing in pace.
People are in a hurry and they want what
they want now, Anderson said. A good communication plan for
that type of person is one that is brief, relevant and
interesting. Get to the point. Give them what they need. Then,
get out of their way, she explained.
Knowing how to send a message to your
customers doesn’t matter much, however, if you
don’t know what message to send them. Instead of asking
yourself what you want to communicate to your customers,
Anderson believes the better question is: What do my customers
want to hear from me?
In other words, what you want to say
isn’t as important as what your customers find relevant
in their lives, she pointed out. The key to successfully
communicating with a customer is to find out what is
interesting to them and reach them through that channel.
One way to do that is to tap into the
power of the Internet, a place where a lot of people gather
information daily. American consumers like being on-line
because it’s fast, convenient (it’s accessible 24
hours a day), interactive and it allows them to pick and choose
things they are interested in. They aren’t a captive
audience, but a participating one, Anderson explained.
Because of that reason, e-mail is an
excellent tool to use to reach your customers. The technology
allows for you to easily customize your communication to a
target audience. In addition to creating an e-mail marketing
program, cleaners should also consider building a web site, if
they haven’t done so already. If you’re not on the
Internet, you’re rapidly becoming invisible, noted
Anderson. Modern technology isn’t the only way to contact
customers. The tried-and-true communication methods of the past
are still relevant today, Anderson added. The important thing
is to keep up with the times so you can successfully reach out
to customers. For example, direct mail may be effective, but
keep in mind that it requires more effort from time-conscious
consumers to open an envelope. A postcard will never arrive
unopened.
Another tip Anderson provided was:
Don’t be afraid to be personal. People appreciate being
noticed and recognized. Little notes on drycleaning orders that
say “We love your outfit!” will go a long way.
After all, it’s never a bad idea to compliment a
customer’s taste in clothing, and, besides, it encourages
them to bring the garment in to you so you can take proper care
of it.
Your POS computer system can help you in
this department, as well. Anderson suggested asking a few extra
questions when setting up a customer’s account so you can
send them a personalized card or e-mail on their birthday.
Another wrong question that business
owners often ask is: How much money do I spend on this
communication effort? Instead, a better question is: What do I
stand to lose if I don’t communicate properly with
customers and potential customers?
According to Anderson, communication with
customers begins at your curbside when they first view your
store. What impression does your signage create? Is your store
well-lit, clean and attractive? Anderson recommend that owners
take pride in the appearance of their store because it sends
out a positive message to customers.
The cost of maintaining a plant may be
expensive, but it is worth it in the long run, especially if it
helps retain customers, which is the primary goal.
Oftentimes, customers stop doing business
with a plant but drycleaners never venture to find out why.
Build a mindset within your company that problems are not bad.
They are opportunities for improvement, Anderson said.
It may not be a pleasant experience to
talk with a disgruntled customer, but it can certainly be an
educational one, especially if it allows you to correct a
problem that has prevented a customer from returning to your
store.
Once you have set out to improve your
interaction with customers by trying to find out what it is
they want, Anderson added that there is still one last question
you should ask yourself: “How am I doing — and how
can I improve?”
 |
