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1. Are you more focused on existing customers than new customers?
a. What strategies are you
employing to better manage customer relationships?
b. Do you have a customer
retention program in place and all employees trained on this program?
c. Is each employee aware
and treated as a "customer interaction" agent in your firm?
2. Do all customers (even the small ones)
receive a thank you card or follow-up telephone call after placing an order with
your firm?
3. How do you get the message to your
customer that they are important to you?
4. What methods of customer experience
are you offering customers to ensure they are committed to returning to your
business?
a. Delivering excellent
products on time, that work properly.
b. Delivering excellent
service that gives them peace-of-mind, better experience, etc.
c. Delivering excellent
price, so that they get competitive deals.
5. What methods of technology are you
implementing to ensure 4a, 4b, and/or 4c, whichever is your strategic retention
focus, is achieved more easily?
6. How can you tailor certain aspects of
your offering in question #4 to the customer's particular wants and needs? What
methods of product/price/service are you offering to your customer that your
competitor cannot or does not offer? (and vice-versa)
7. Has the customer suggested
improvements in your product/service/price? How serious have you taken their
consideration? Has the idea been passed throughout the organization (for
example, from customer service to the sales team and marketing group)?
8. Do your customers tell you when they
have a problem, or are you finding out later by email, survey, or word-of-mouth?
9. Are you polling your employees every
three months to determine their own level of happiness working with your firm
and with your firm's customers?
10. How are you rating with your
customers? In general, is your customer satisfaction rating high for where you
want it to be? If it is low, have you determined which aspects of your business
need improvement?
11. What words are you using through the greeting, website, check-out,
implementation of service, check-out, and post-service or sale survey that
convey you CARE about the customer and that indicate you have a process to GUIDE
them to do business with you more easily?
12. Are you asking for additional
cross-sell, up-sell, and referrals with each email, letter, and thank you card?
13. Do you ever schedule customer
experience calls to better understand your customer's needs? Do you implement
surveys and polls on your website to help you better understand customer
requirements and meet challenges/discover new business opportunities?
14. Have you checked-in with your customer to make sure that your salesperson
isn't missing on commitments? Matching value proposition and branding with the
customer is critical, and you don't want to waste your marketing budget!
15. Are your customers' orders filled
accurately, efficiently, and delivered on time? How can you be assured of this?
16. If a customer registers a complaint, do you handle it promptly and fairly? Who knows when a complaint is filed?
How many people get involved with complaints to evaluate ways to improve your
product/service/price, and identify potential for new types of solutions and
additional service you could offer?
17. Does your customer satisfaction form
measure intent to purchase or intent to sign-up, visit again, etc.? It is more
valuable to measure customer loyalty than satisfaction.
18. Is it a policy to follow up on
problems and complaints to make sure their resolution is satisfactory to the
customer? Is someone assigned to this separate from the department delivering
the service?
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