Julie MacLeod: Six ways to re-engage with customers post pandemic
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For January’s article I want to focus on ways businesses in the Highlands can re-engage with their customers – who for many businesses are their most valuable asset.
Over the last couple of years, businesses have had to adapt to a more hands off approach to customer service but without a corresponding drop in expectations for service from their customers. Indeed, higher customer expectations has perhaps been one of the biggest challenges for small to medium sized businesses across the Highlands to deliver. As businesses in the Highlands start to re-adjust to delivering a more personalised customer experience post-pandemic these high customer standards are likely to remain in demand. Typically customers have become accustomed to a socially distanced, contactless shopping and hospitality experience and expect customer service to be frictionless, efficient, and connected.
Many businesses in the Highlands (as in other parts of the country) have had to operate in survival mode and will be looking to shift focus to meeting customer needs with personalized communication and follow-up. Even businesses that have managed to maintain good customer connections through social media and other online platforms during the pandemic will benefit by looking to re-engage with their customers with new offerings and incentives. There are some simple and cost-effective ways in which businesses of all shapes and sizes can think about reinvigorating their customer service by re-engaging with their customers.
1. Send a personalised note.
An old-fashioned letter or post card in the mail is a great way in which to let existing customers know we are thinking of them and looking forward to re-engaging them. This could be a short note, accompanied by something they might value or be of interest to them. If you can make it as personal as possible, such as handwriting the address and the note, this will strengthen your relationships and give customers a reason to think about you in a positive way.
2. Reach out on social media
It might be worth spending some time researching customers (Google and Facebook) to find out their birthdays so that you can send them a special birthday message – without being too intrusive. This can be a Facebook post, email or a personalised card (being mindful of rules around GDPA of course).
3. Send a welcome back offer
If you have not been able to engage with your customers because of the pandemic then perhaps it would be appropriate to send a welcome back to our store, restaurant, hotel etc offer – a small giveaway to give your customers the confidence to re-engage face-to-face.
4. Ask for introductions to new customers
If you have the confidence to engage your customers to help you, why not be bold and give them a call to ask for help in identifying new customers to help you build back better? Or alternatively an introduce a friend offer to benefit both loyal customers and new business.
5. An exclusive event
Hosting events is a powerful way to re-engage with customers. What better way to make them feel special than by hosting an exclusive event (online or in store) just for ‘the select few’.
6. Regularly request customer feedback
One of the best ways to make your customers feel valued, understood, and important, ask them for feedback. One of the biggest mistakes a business can make is not regularly requesting customer feedback - on everything from what they think about your products and services to the current state of the industry. Customers will love being asked for their opinions, and as a business you will find great value from their responses in helping to get your business strategy right.
If you would like support and help in re-engaging with your customers, I would be happy to help. Please contact me Julie MacLeod at: julie.macleod@technacom.com
I have a lifetime of experience in market research and hold the Diploma of the Market Research Society. I am also a certified member of the Market Research Society. I have been delighted to help several businesses and organisations in the Highlands to create a simple and cost-effective customer feedback survey which can be used across different media platforms and accessed by a simple link or QR code with surveys are hosted on a secure platform.
