Posted on Mar 31st 2016 under Customer Relationships
Constantly seeking feedback from your customers is a great way to learn how to market your limo business more effectively. If you've never done this before, do it immediately as it is one of the best ways to discover what you do that actually differentiates you from your competition.
Below are five questions that would be great for you to pose to your customers as they can provide a great discussion base for getting at what's truly important to you and your limo business. Create a form and get in the habit of surveying a handful of customers every month.
You'll be rewarded with tremendous insight and you'll also find that your customers enjoy being asked what they think. One word of caution, don't accept vague answers like "you provide good service." While that may be true and good to hear, you can't work with that. Push a bit and ask what good service looks like and maybe even if they can tell you about a specific instance in which they felt they got good service.
- 1. What made you decide to hire us/book from us in the first place?
This is a good baseline question for your marketing. It can get at how effective your advertising, message and lead conversion processes are working. Customers also talk about the personal connection or culture that felt right in this question.
- What's one thing we do better than other ground transportation providers you do business with?
In this question try to discover something that you can work with as a true differentiator. This is probably the question you'll need to work hardest at getting specifics. You want to look for words and phrases and actual experiences that keep coming up over and over again, no matter how insignificant they may seem to you. If your customers are explaining what they value about what you do, you may want to consider making that the core marketing message for your limo business.
- What's one thing we could do to create a better experience for you?
On the surface this question could be looked at as a customer service improvement question, and it may be, but the true gold in this question is when your customers can identify an innovation. Sometimes we go along doing what we've always done and then out of the blue a customer says something like, "I sure wish it came like this," and all of a sudden it's painfully clear how you can create a meaningful innovation to your services and processes. Push your customers to describe the perfect experience buying what you sell.
- Do you refer us to others, and if so, why?
This is the ultimate question of satisfaction because a truthful answer means your customer likes your service and likes the experience of getting the service. There's an entire consulting industry cropping up around helping people discover what Fred Reichheld called the Net Promoter Score in his book The Ultimate Question.
Small businesses can take this a step further and start understanding specifically why they get referrals and perhaps the exact words and phrases a customer might use when describing to a friend why your company is the best.
- What would you Google to find a business like ours?
This is the new lead generation question, but understanding what it implies is very important. If you want to get very, very good at being found online, around the world or around the town, you have to know everything you can about the actual terms and phrases your customers use when they go looking for companies like yours.
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The only way to understand how your target customers think is to ask them.
RearViews has been asking corporate customers, executives and individual travelers questions regarding quality service, customer satisfaction, and their needs, wants and desires, for more than 30 years. We are highly experienced travel and ground transportation industry insiders, so we know how to communicate with your audience; we know how to look, and the messages to deliver. DriveProfit’s RearViews® is all about driving results.