Customer Feedback for Channel Letter Business Success

How are we doing? John Lewis, President of Direct Sign Wholesale, poses the question in the latest post in the Signage Success Tour blog.

Is retaining customer feedback important to a channel letter business? Is it a secret ingredient to sign business success? In my opinion, YES to both questions. Customer feedback is a secret ingredient to sign business success. In fact, I think it’s beneficial for all companies to engage with their customers by asking questions. Below are just a few reasons why: Technology. Staying in contact with your customers is an easier process now thanks to technology. Not only is technology helpful with connecting with your customers, but also a great way to gather their reviews, comments and feedback. Platforms like Facebook, online surveys, Google Reviews, Yelp!, etc. are easily accessible, which also means that your response to positive, or negative feedback can be instantaneous. Customers like prompt attention. Experience. Whether a customer has a good or bad experience, they will most likely share their feedback with friends, colleagues and/or family. With real-time social sharing it’s best practice when dealing with customers to respond to their comments in a timely manner. Responding to comments means that you’re listening and taking steps to provide an overall better experience. Taking a proactive approach to respond to a customer’s experience is valuable and rewarding for both parties. Improvement. Not all comments and feedback are positive…and that’s okay. Customer feedback not only helps with client retention, but also with improving in the areas that need an extra lift. Think how the company can implement change–even if you are doing well. There’s always room for improvement. Customer Loyalty. Listening, taking action and implementing change if/when needed are great ways to gain customer loyalty. Providing valuable resources to customers are also helpful to maintaining relationships. For instance, the Direct Sign Wholesale channel letter information guide has all the essential information you need for your channel letter sales efforts. In addition to the guide there are multiple pages of resources available on the website. (channel letter resources) Below is a sample image of how customer feedback plays a significant role in the sales process. What are your thoughts? Is customer feedback part of your sales process?