A little spring cleaning can find customers tucked far far away….
What is the worst thing a customer can do to your business? The answer is shop with someone else. Do you know if this has happened at your shop? I have read that the rule of thumb is for every one customer who complains, 16 will never speak up. So what can we do?
At Beneva Flowers, we call it our Customer Retention Program. Using our RTI system, we do what you can do with any point of sale.
Here is what we do at Beneva Flowers:
First, we identify the criteria. Gather up customers who have placed 5 or more orders over the past 3 years AND those who do not have any order activity in the past 18 months. You can use ODBC to export this data into a spreadsheet.
Next, identify and sort the list. Give your employees an equal amount and review a script with them. We thank our customers for the orders they have placed with us and ask how we can improve their experience with Beneva Flowers. I have a detailed script you are welcome to use if you would like, just email me.
Remember, if a customer has ordered 5 or more times, there must be some value in the relationship. Understand that there may be a reason that they did not order in a particular year but it is still worth a call.
What is most important here is not to question them, but to thank them. If they decide to order, do not offer them a discount. The last thing you want to do is for this to come across as a sales call.
Now that you have spoken to the customer, it is important that notes are written and turned into the owner of the store or your department manager to review. We hold contests for gift cards so the more sheets our agents turn in, the more entries they get.
This is a GREAT way to clean up your account database so when you decide to market for the holidays, you have a clean list to go off of. Even better, you may find out that someone could have had an unfavorable experience and you now have a chance to save the relationship.
People shop with companies they trust. Forming a relationship is the ultimate goal of every marketing plan. Floralapp is a prime example. It is not a website; it is a retention tool. When customers download the app, they get express ordering, notifications of specials, and even discounts. They become committed to your shop.
If more shops concentrate on retaining customers and growing the experience with your shop, chances are they will trust you with all their floral and gift giving needs. Remember to promote across town or the USA in all your ads. You are one stop shopping, don’t keep it a secret.
This is just another step in changing for the better and taking back our industry for the local florist.
–Art Conforti, PFCI