We all do it. If we get good service or order a product we like, we order from the company again. However, if there is something we don’t like or are dissatisfied with the service in any way, shape or form, we never bring it to the attention of the company. We simply don’t use their services again and think that solves the problem.
Let me share with you something that happened here locally to me. A new pizza shop moved into the neighborhood and I decided to try them out. When I placed my order I informed them that they had been highly recommended and this was my first order. When I picked up the pizza and brought it home it was HORRIBLE! I couldn’t believe I actually paid $14 for the thing. It wasn’t even worth $2 in my opinion.
Naturally, I had made up my mind never to order from this particular pizza shop again _ but a few days later the owner called me to ask my opinion on what I thought of the pizza. (He had got my phone number off the check I paid my order with.)
Feeling a little embarrassed and reluctant to tell him how horrible it was, I said, “It was okay but not something I would order again.” The owner became very interested and asked me to give him more specifics. I explained that the sauce was too tangy and there was not enough cheese or pepperoni on the pizza _ even though I ordered double of both items. He asked me to give his pizza one more try, but this time it would be free of charge. I accepted.
And guess what? The quality was greatly improved and I am now a steady customer.
You can use the same situation for your small business.
Only you can’t afford to call everyone that orders from you. That is where the “Customer Response Card” is vital to your growing business. You hardly ever see them because people don’t think they really work. That’s because they have never put them to use. That’s where you can be different and innovative – and profitable – all at the same time.
“Customer Response Cards” can easily be designed on your computer using and publishing software. The card should ask such questions of the customer, as: How do you rate our service? Was the quality of our product or service excellent, good, fair or poor? What would you suggest for us to do in order to improve our services? Would you order from us again? Any additional comments?