In 2013, pastry chef Dominique Ansel created what TIME Magazine would later name one of the best inventions of 2013–the Cronut. But how did he do it? He listened to his top customers. And we need to do the same. We learn what makes our customers tick by listening to our top customers. We can learn our customers' what, why, when, where, and how. We use that information to keep our customers thrilled and coming back again and again.
Gather
The foundation of today’s topic is to gather information from your top customers. You can do this in a variety of ways, but one of the best ways to do this is just to ask them. You can ask them while they check out. Or you can add a link to your receipts requesting a review or requesting them to complete a questionnaire.
You probably will not hit a home run your first time, but the important thing is that you are consistent. Try new approaches and methods until you find the best method or combination to get the feedback you need.
Track
An important step that we often overlook is tracking the answers. If you are not tracking the feedback you receive, then how can you expect to anticipate your customers’ wants and tweak your products and services to meet their demands?
Like Chef Ansel, we need to tweak our products and services while staying within our wheelhouse. This is why it is essential to know what your wheelhouse even is. Do you provide the best, high-quality fabrics? Or do you provide the best classes? Do you have the best kits for beginners? Or do you host the best retreats? What is your wheelhouse? What do you specialize in? Once you know what this is, you tweak it in anticipation of your top customer’s wants.
In May, I will lead a discussion about this at the Creative Retailor Live event in Oklahoma. I would love for you to join me in that discussion in person. Click the link below and use code CURTIS25 at checkout to get $25 off your registration.
To Review:
-List your top customers and pay special attention to their feedback.
-Make a list of good questions to ask your top customers. This list of questions should help you discern whether or not your offering is doing well or how it needs to be improved.
-Review the feedback you received, and when you have identified what is working, you need to streamline it to make it easier for you to deliver and better for your customers.
I hope this helps you. Please click the link below to register for the Creative Retailor live event in May; use code CURTIS25 to get $25 off. I hope to see you there!
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