updated January 24, 2006
Your Customers A Voice
sound of silence can be deafening when it muffles valuable
customer feedback. To breakthrough the silence of mediocrity,
companies need to hear about the good, the bad and the
ugly from customers.
to research firm, TARP, for every person that complains,
there are 26 additional customers who don’t share
their experiences with your business. Even the smallest
unheard criticism can fester into lost clients and negative
word of mouth about your company. Honest feedback is priceless
in the race to success.
customer feedback tips:
all customers for their feedback (both negative and positive).
honest and respectful communications with all customer
issues quickly; make improvements based on feedback.
it easy and comfortable for customers to share their
a variety of methods to seek customer feedback. Examples
include personal interaction, point of purchase receipts
or invoices, customer feedback phone number, e-mail,
small focus groups, or 24 hour Web surveys.
customer feedback daily. Consider asking, "What
one thing could we do to improve our service or product?"
brave! Ask former customers for their feedback. If it’s
uncomfortable for sales to seek feedback, other company
representatives can contact former clients. Ask, "What
could XYZ do or change to get the opportunity to work
with you in the future?"
every customer (no matter how large or small) for their
take criticism personally or blame others.
to customers; let them know that you’ve received
their input and will be making improvements.
customer feedback with employees.
is it like to be a customer of your business? Find out
what your customers experience when doing business with
What Generation Is Your Target
For successful marketing, it is essential to know your target market(s). Many
times a target market can be defined by demographic information such as sex,
income, age or other common pieces of information. Specifically, generational
marketing is an important way to address your target market. A person’s
generation can impact their buying decisions since generational values are
most likely to help overall lifestyle and social values.
age group or generation has a common set of experiences
from growing up during a specific period of time. An
age group’s common experiences (such as in politics,
schools, churches, countries, economics, entertainment
and so on) create similar characteristics for their generation
that many marketers and societies recognize.
four popular generational categories include:
or Generation 2001ers: people born after 1980.
Busters or Generation Xers: people born between 1965
Boomers: people born between 1946 and 1964.
Citizens: people born between 1909 and 1945.
market to a certain generation successfully, it is important
to honor the language, images and values that properly
reflect their generation. Ultimately, the most important
challenge is to customize your message to motivate consumers
companies make connections to consumers it can be because
they successfully communicate their target market’s
generational values in advertising and marketing flights
(ultimately values can be the big motivator to make a
may want to include generational marketing in your marketing
and public relations planning…it could be the key
to unlocking even greater success!