In our previous post, we discussed a few of the reasons why following up with your customers or clients after a sale is an important tool for fostering loyalty, discovering problems or issues with your product or service, and encouraging satisfied and loyal customers or clients to become ambassadors for your brand. No two industries or businesses are completely alike, and it may not be feasible or even possible for you to personally follow up with every single one of your clients or customers. However, there’s no reason why you can’t develop a personalized system for following up with at least some of your clients or customers, and by utilizing a few creative methods, you can make even a mass-produced communication feel more personal and special!
Follow Up As Often As Possible
If your client or customer base is simply too large to allow for a personal follow-up with every client or customer, you may believe that your only avenue for following up involves an impersonal, mass-produced email or physical communication. However, if you can’t follow up with everyone, consider developing a loyalty program for tracking client or customer purchases and follow up personally with your most dedicated clients or customers. If a loyalty program is unfeasible, you may consider personally following up with customers or clients at random. Either way, reaching out to clients or customers personally is incredibly important, especially when personal testimonials about companies or brands regularly appear and even spread virally over social media networks and services.
A Hand-Written Note Can Be A Powerful Tool
In our previous post, we discussed many of the differences between following-up with customers by phone, email or regular mail. Although many consider regular or “snail” mail to be an outdated and inefficient form of communication, receiving a personal, handwritten note on paper can be a surprisingly touching and powerful way for connecting with a client or customer. Writing a short handwritten note does not require a significant investment of time or money, and it can sometimes mean the world to a client or customer that values personal connections. However, it is important to note that sometimes being overtly personal can backfire, especially to a client or customer that may be experiencing ongoing problems with your product or service. In this case, a personal gesture such as a handwritten note can be interpreted as a flippant or inappropriate response by a client who needs a more substantive response from your company.
Recognize Anniversaries And Awards
If you have a relatively small base of clients or customers, following them on social media or subscribing to their blogs can provide valuable insights into significant milestones for them or their businesses. Be sure to note these dates on your calendar and extend a personal congratulations or acknowledgment. It is generally a good idea to limit these acknowledgements to professional anniversaries. A client or customer may be unnerved or consider it a violation of personal boundaries if you were to acknowledge a wedding or other personal anniversary you learn about over the Internet without having an existing personal or close, long-term professional relationship.