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Managing the Customer Experience as COVID-19 Evolves

It’s an understatement to say that these last few months have been a struggle for small businesses. Many had to cease operations temporarily. Others could operate but had to move to an entirely virtual business model. Others were somewhere in between, faced with adapting their on-site processes to comply with rules and safety protocols.

 

No matter which situation your business has had to navigate, setting customer expectations has likely ranked among your top challenges. And now, as restrictions begin to lift and more companies begin to serve customers face-to-face (or “mask-to-mask,” as it were), it remains critical to manage the customer experience with care.

 

6 Ways to Manage the Customer Experience Through the Changing Coronavirus Crisis

 

1. Instill confidence in your company’s dedication to keeping customers safe.

Individuals have different levels of comfort about going out in public and entering businesses. By proactively sharing what you’re doing to keep everyone safe, you may ease the minds of customers who feel more vulnerable. Dedicate a section of your website to explaining the precautions and safety measures your business and staff are taking to protect customers. Also, consider adding that information to your social media profiles and occasionally reminding customers of your efforts through your posts.

 

2. Make sure customers understand the rules they must follow.

Clearly communicate the rules you want customers to follow when they’re at your location. If they must wear masks, stand on markings that are 6-feet apart while in the checkout line, wait to enter if a certain number of customers are already in the shop…you can alleviate confusion and misunderstanding if you spell out your requirements. Display signage at your location (outside and inside) and include the information on your website and in your social media profiles and posts. Also, consider adding those details into your email signature so that they appear in every outgoing message.

 

3. Keep closer tabs on your inventory.

If you rely on inventory to fulfill customer orders, you may be struggling with supply chain issues. As supply chains restart, their ramp-up to normal operations may take some time. It’s essential to communicate any foreseen issues with obtaining products. Customers may be disappointed, but they will appreciate knowing about product unavailability before they spend time and gas dollars driving to your location.

 

4. Express your empathy.

We’re all in this together! Communicate that you understand your customers’ frustrations about long wait times and extra rules. Remind them that you strive to provide the best service possible while taking the measures necessary to keep them safe.

 

5. Get feedback.

The best way to determine how comfortable your customers are with the changes in how your business is serving them is to ask them. Consider sending an email survey (through a tool such as SurveyMonkey). Or reach out to interview select customers by phone, Zoom, or a personal email.  The more you know about how your customers feel about doing business with you during these unprecedented times, the better able you will be to adjust to their needs and concerns.

 

6. Ask a SCORE Mentor for input.

As COVID-19 continues to challenge the small business community, SCORE mentors are available by phone, email, and video calls to offer feedback and guidance. Contact us today. Mentoring is free and can help your business survive and thrive.

Customer Feedback: Four Easy Ways to Get It

Every small business owner knows that success can’t happen without satisfied customers. Yet, many entrepreneurs get so busy paying attention to the multitude of tasks they need to accomplish day to day that they neglect to ask customers for meaningful feedback.

Advantages of Asking for Customer Feedback

Some ways that customer feedback can help your small business include:

  • Allows you to identify how to improve your products and services. Feedback can shed light on your company’s offerings’ strengths and weaknesses. Armed with this knowledge, you can determine what improvements or changes will better serve your target market and keep customers happy.
  • Attracts new customers. For example, in the case of online reviews, positive feedback can help your company gain trust and influence prospective customers’ buying decisions.
  • Improves customer loyalty. By asking for feedback, you show customers that you value what they think. Customers who feel appreciated are more likely to stay loyal to your brand.

Four Ways to Get Customer Feedback

Fortunately, there are a variety of ways to find out what customers think about your company and your products and services.

1. Online Reviews and Social Media

Often, customers will do this on their own without prompting, so stay alert to what they’re saying about your business online. Several sites to watch include:

Even if you haven’t claimed your profile on a review website or social media platform, don’t assume customers aren’t talking about your company there. To make sure you don’t miss out on potentially valuable feedback, consider setting up Google Alerts to detect when someone mentions your company in reviews and on the web.

Be sure to read review websites’ terms of use carefully, some strictly prohibit businesses from asking customers to leave reviews.

2. Email Surveys

Email surveys give customers a convenient and fast way to respond to your questions about their experience with your company. Several platforms have a free option with basic features, a limited number of questions, and a limited number of emails per month. They also offer subscription plans that provide more capabilities and the ability to send a larger volume of emails. A perk of most email survey platforms is that you get analytics to summarize how respondents collectively feel about your company, products, and services.

Several email survey sites you may want to explore include:

3. Survey Cards

Asking customers to complete a short survey card at the point of sale enables you to get instant feedback. If you believe that requesting feedback on the spot will cause inconvenience for people who may be short on time, consider sending cards by snail mail instead if you have customers’ mailing addresses in your records.

4. Phone Follow-up

Especially for professional services businesses who don’t have massive amounts of clients, phone calls can be a viable way to touch base about customer satisfaction. A one-on-one conversation can deliver more in-depth insight and strengthen the business relationship.

How to Make it Matter

When asking for feedback, it’s critical to ask questions that will return the information you need to understand what your business is doing well and what it needs to improve. Below are several articles that provide helpful food for thought about crafting questions to gather customer feedback:

Also, consider talking with a SCORE mentor. SCORE volunteers have the expertise and experience to help guide you in all aspects of running a business—including improving and maintaining customer satisfaction.