It is very important to maintain contact with the customers in your data basis. While seeming to be obvious to most, it is staggering the number of Companies that fail to do just that. It costs in advertising dollars to obtain a customer the first time but when there are subsequent service trips the advertising cost is eliminated thus making the return trips more profitable
There should be contact with customers at the very minimum on an annual basis. They may not require your services at that time but the importance of keeping your name in front of them is the side benefit of the contact and should not be overlooked.
This contact may be made in a variety of ways:
- Via phone. The least palatable in our opinion and bordering on invasive. We all receive spam calls every day on a variety of topics, scams, etc. Don’t let the contact of your customer fall into that category.
- Via text. Permission should be received from the customer for contact in this manner. This method is suitable for the day of a service appointment but may not fall into the category of acceptable for any other reason on any other occasion.
- Via “snail mail”. Yes, companies still mail literature to their customers. With this approach, you are putting a tangible piece of sales literature into their hands. An enticement of a promotional discount may produce immediate results.
- Via E-mail. While certainly cost effective, this method is also akin to phone and text contact. Customers should be asked if contact by e-mail is acceptable. Additionally, there should be a method for the customer to unsubscribe if they do not wish to receive further e-mails.
Respect the privacy of your customer and contact them with their privacy in mind.
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