Updated on November 6, 2024
As a business owner, getting to know your customers boosts sales and builds trust. Knowing them beyond their favorite color and shirt size helps even more. Unlocking insights into your customers’ preferences and spending habits is critical to delivering tailored service, whether they shop in person or online. Tools like surveys, newsletters, store events, and special incentives make understanding and responding to their needs easier.
“Take the time to write personalized thank-you notes to customers expressing gratitude for their purchase.”
Using customer data, you can estimate your customers’ trends and target what inventory to have available, providing better and faster customer service. So, get to know your customers using these six suggestions and experience increased profits, higher profit margins, and loyal customers who become reliable referral sources.
Six Great Ways to Get to Know Your Customers
1—Start a Loyalty Program
Loyalty programs are ideal ways to make your customers feel extra special. Depending on your business model, you can offer them loyalty rewards like sneak peeks of new inventory and holiday discounts and even entice them with free shipping. Use customer data and send offers for birthday discounts, early sales access, or tailored recommendations.
If your clients tend to be locals, give them punch cards that allow them to redeem a 50% markdown off their 10th purchase—whatever makes the most sense for you. Reaching that final punch and receiving a discount on the same day feels like Christmas has come early.
“Responding to online reviews means you’re reading them and hearing your customers.”
2—Send Thank You Cards
Receiving a handwritten thank you card creates a positive, emotional experience. Take the time to write personalized thank-you notes to customers expressing gratitude for their purchase. Compliment their taste and style (after all, it is your product) and tell them you hope they’ll continue to think of your business the next time they need a special gift.
3—Email a Customer Survey
What’s more informative than direct feedback? (Arguably, email addresses for that marketing newsletter you either already send or the one you’ll soon implement? Wink, wink, nudge, nudge.) A customer survey invites your customers to let you know what they like and DISLIKE. They may be more inclined to reveal their thoughts behind the safety of a computer screen. And though negative comments are hard to digest, they can be valuable opinions that will change your company for the better.
4—Respond to Online Reviews
Responding to online reviews means you’re reading them and hearing your customers. Whether they comment on Yelp, Google, Facebook, or elsewhere, reputation management requires that you reply to every review your business receives–good and bad. Your comments mustn’t be a boilerplate response. You don’t have to write a novel, but a general “thanks” won’t do.
“The benefit of getting to know your customers is paramount to running a successful business.”
If the comment is from an unhappy shopper, don’t reply in the heat of the moment. When you simmer down, respond simply, “We’re sorry to hear your experience didn’t meet your expectations, and we want to make it right. Please help us do better in the future by contacting us to discuss this incident. Our company takes this very seriously. We can be reached at info@yourbusiness.com.”
5—Host an Open House
Hosting a Meet and Greet at your shop is a fantastic way to interact with your consumers off-hours. Open the doors to regulars and potential customers as they walk by your building. Provide a few drinks, hors d’oeuvres, and even a raffle for a gift. Put a clipboard out to collect email addresses, and be sure to mingle and encourage your staff to do the same.
6—Partake in National Get to Know Your Customers Day
Celebrate clients by recognizing National Get to Know Your Customers Day every third Thursday of January, April, July, and October. The quarterly recognition is an opportunity to do something special while discovering excellent customer data to build your business and improve customer service.
The benefit of getting to know your customers is paramount to running a successful business. It’s what sets great companies apart from good ones. When consumers receive exceptional customer service and feel like their purchases and opinions are valued, they will demonstrate the loyalty your company needs for prosperous longevity.
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Courtenay is the agency’s Creative Content Director. Her talents include short and long-form blogs, video and radio scripts, social media strategy and implementation, email marketing, and word chopping. Give her 1,000 words and she’ll give you back 500.