Winning The Customer, Part 2: Tracking Their Satisfaction Levels
Last time, in our series on the difference between closing a transaction and converting a customer, we showed you four ways to build a connection between you and your purchaser that makes them want to become your customer and reduces the chance of a refund request.
Those 4 strategies are easy, and require no special software.
Now, to take this to the next level, and measure your purchaser’s level of satisfaction and progress toward becoming your customer.
Before we begin: there is no way to analytically track customer satisfaction with pinpoint accuracy. Some of this requires you to make educated assumptions based on the data you have at hand.
Additionally, depending how deep and how detailed you want to get, there may be information you have to enter manually or have an assistant enter manually for you.
That said, let’s look at
Measuring How Satisfied Your
Purchasers Are Becoming: 5 Ways
Like the 4 ways to build connections with your purchasers, the methods for measuring satisfaction are fairly simple too. First, let’s look at four methodologies for gathering the data and getting your purchasers to share with you:
- Every time someone purchases from you, review their history as a previous buyer, or subscriber to your list. Doing this with some level of consistency will show you what conversion paths on your website are working. It also answers the critical “People who purchase X often purchase Y” question. This data, put together, allows you to “backtrack” and determine which offers to run paid ads for, which upsells and cross-sells to offer at what points in the conversion funnel, and other ways to increase your Lifetime Value of Customer (LVC).
- Simply ask them when you catch them. When you make contact through the personal e-mail and/or live call that are part of your stick strategy, ask them a) how their purchase is working out, b) what results or successes they are experiencing or on their way toward experiencing, and c) what other assistance or resources might help them further.
- Get them to go “on record”. Do you offer executive level VIP Days? You can not only measure, but to a certain degree create, customer satisfaction by having purchasers of your flagship home study course film a video testimonial about the course with specific, measurable results and post them on YouTube or your Facebook Fan Page. From the contest you will select a winner, who gets a free VIP Day with you. To make it 100% fair, film a video of yourself drawing the winner’s name out of a hat.
- Conduct a running survey. After X days, send your purchaser or member a link to a customer satisfaction survey. You can then statistically measure the percentage of recipients who take the survey, and the data from the survey itself. (We will cover how to structure this survey, in an upcoming strategy lesson.)
- Track the follow-up e-mail sequence. Every e-mail – and I mean EVERY e-mail – in your automated follow-up sequence should contain a link that someone clicks on to take an action. Even if that action is to log back into the members’ area to do something, click how often this happens from each follow-up. This provides insight into what features of your product, program, or course resonate most with your purchasers and shows you what you need to do more – and less – of to make them your customers.
Put It All Together, And You’ll Paint
A Purchaser Satisfaction Portrait
Again, none of these strategies, methods, and measurement tools are rocket science. In most cases, they simply ask you to take one more step than you may be taking right now, or that your competition may be taking.