Collect the email addresses
March 21st, 2008 Posted in Marketing
A friend (and client) phoned me after seeing my last post to remind me that I always tell him to be sure to collect the email addresses of customers, prospects and enquirers as well.
He’s right. If you are building a business you need a constantly growing database. The email address should be part of the customers’ initial information record along with his/her address, telephone number and other pertinent information.
Using a simple content management system (CMS), you can generate an email auto-responder asking customers, new or established, if their last transaction with your business was satisfactory and “If we can help in any way, please contact us.” It’s an opportunity to gather first-hand marketing data, identify “holes” in your client care operation, and ensure that a dissatisfied customer becomes very satisfied.
A customer who recognises that you’ve “gone the extra mile” to fix a problem is one who will remain loyal because s/he recognises your commitment to their satisfaction.
