Customer and Lead Follow-Up


Following up with leads and customers is a key component in your marketing strategy. So how do you find out if your customers are satisfied with your work? YOU ASK!

This is not as easy as it seems. Small business owners are often too busy to provide this much needed service that could differentiate his or her business from other competing companies. Follow up directly by the owner is a nice personal touch, but it may be better to have your administrative help provide that service, as it tells customers that you have a support staff. If you don't have a support staff, a third party follow up service is a good idea. Using a third party service is also good because customers are less likely to volunteer objective opinions to the company owner or office personnel. And a high quality, reputable third party follow up service has the time, expertise, and resources to handle these calls efficiently, while adding a level of professionalism to your business.

Following up with customers and leads is crucial in determining their level of satisfaction, so you can take steps to resolve the issue with that customer, and you can find out how to improve your customer service in general. Your customers are also a valuable resource. You can't be everywhere, so customers can clue you in on what's going on with subcontractors on the job, if your workers are showing up late, if your salespeople are too pushy, if your prices seem too high, if your work needs improvement, etc.

But follow up calls are not just for checking your customers' level of satisfaction. There are many other compelling reasons to keep in touch with customers, including:

  • To assess their need for additional products or services. People are busy, and sometimes they just need a gentle reminder or a nudge in the right direction.
  • To offer discounts or specials
  • To remind them about important dates, such as annual inspections
  • To ask lost leads if they still have an interest in your services, or find out why they hired your competitor
  • Even if for no other reason, contacting a customer puts you in their mind. Following up with customers and leads shows them that you care, and they may be more likely to hire or recommend you simply because you took the time to contact them! 70% of satisfied customers will become repeat customers, and all of them will tell at least 5 others about their positive experience with your company.*

Remember that, on average, 98% of dissatisfied customers won't complain to you; instead, most of them will simply not be repeat customers. And they will tell 9 other people about their experience!

The differentiating factor from one business to the next is often the level of customer service and not the price!* And businesses with perceived high customer service can sustain higher prices than their competition.**

* Edward Lowe Foundation - http://edwardlowe.org/erc/?ercID=6328
** The Profit Impact of Market Strategy Report (PIMS)


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