Planning for a marketing campaign should always start at ground zero, but you will need a foundation from which to begin. One of the better answers is SURVEY, SURVEY, SURVEY.
A survey of your current clients is a powerful place to start your planning. A survey accomplishes many goals, a few are as follows:
- I shows you current clients that you are working on improving your service.
- it keeps you in contact with your clients.
- It helps with the retention of your current clients
- it helps you stay tuned to the needs of your clients.
- It points out weak areas in your operation
- it helps you learn from your mistakes
Many clients, if they are at least somewhat satisfied with your service, will not call and give you feedback or tell you how to improve your service. This somewhat satisfied client is vulnerable and may find another provider and you will never know why.
The best type of survey to conduct is an oral survey, conducted by a third party. Select someone with experience in conducting oral surveys and check their past clients. The cost of the survey is part of the overall marketing budget and the information obtained will , in the long run, save you marketing dollars. The results can become part of your marketing package. In the areas that you get good results you have something to sell; in the other areas that did not rate as high, you have something to improve.
Now is a good time to start the survey process. Remember, a small firm needs the survey process even more than a large one.
When you know where you are going, you are half way there.
Have a great day!