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Get to Know Your Customers Day - 15th of Jan - Apr - Jul - Oct

et to Know Your Customers Day occurs four times a year: January 15th, April 15th, July 15th, and October 15th. Here are marketing tips for turning Get to Know Your Customers Day from a concept into concrete constructive feedback.

Get to Know Your Customers Day Marketing Ideas

Think you know your customers? Maybe, maybe not; but there are many ways to find out more about them. Establish channels for two-way communication and make it easy for customers to tell you what they want more of (or less of) when it comes to your business.

Getting to know your customers will also help you plug into their lives more deeply and personally, so that they may become more connected emotionally with your business.

One obvious way you can get to know your customers is to create a formal way to solicit customer suggestions, complaints and other feedback. One-off complaints (or compliments, for that matter) may indicate cause for concern and further review, but should not be the basis for setting policy unless additional evidence surfaces.

Relying solely on customer-initiated comments (which generally only occur when a customer is deeply dissatisfied with some aspect of your business) doesn’t give you the whole picture and may actually give you a distorted, exaggerated perspective.

Instead, engage in regular customer surveys and short questionnaires:

  • at the point of purchase

  • at each table in your restaurant, wine shop or bar

  • at your employee stations

  • at kiosks

  • near the exit and entrances of your business

  • by way of follow up direct mail, e-mail or website form

Make it easy for customers to provide you with a quick report about their visit to your establishment or website. Ask what went right (what they want more of or what they would not want you to change), what went wrong (what they want less of or what you should change), and what else they want (what did they not find or what else could you add to meet more of their needs).

Subscribe to publications and e-mail newsletters that provide news, trends and information about your largest customer demographic groups (men, women, Gen X, Boomers or other generations, kids, sports fanatics, celebrity buffs, hobbyists, home owners, parents, pet owners, financial status, neighborhood residence, etc.)

Educate yourself about commonalities and generalities within your client base and your community overall including the best ways to reach out to them, what interests them, what they most value, and what characteristics and qualities they most desire in business and personal interactions.

Create customer-centric bulletin boards (in store or online) to showcase customer achievements, hobbies, collections, performances, events, pets, children, favorite charitable causes, etc.

Hold daily, weekly or monthly polls to gauge customer opinion on your website, blog, Facebook page or e-mail newsletter. Collect responses and post poll results.

Conduct surveys in order to collect specific information and opinions about single departments, products or services. Include surveys as part of every customer (or employee) special event, collecting feedback either on comment cards at the event itself or by way of e-mail or web form response afterward.

Unless you are conducting an anonymous survey, use surveys as a tool to help build your contact databases for direct mail and e-mail communications (and indicate that you are doing so or ask permission on the comment card or form). Anonymous surveys can still be used to collect demographics, interests, etc. in addition to opinions, ratings, complaints or suggestions.

Make it easy for customers to contact you online to express positive or negative views. Use reviews and opinion poll results to help promote specific menu items, products, or services. Use customer testimonials to tell prospects what to expect and why they should do business with you.

Follow up. When you receive customer requests, complaints or comments, be responsive. Ask for permission to contact them and for their preferred form of communication (direct mail, e-mail, phone, etc.) Ask for permission to add their e-mail address to your communications contact database.

When you receive a legitimate complaint, take immediate and meaningful action to correct the problem and to prevent its recurrence through employee training, facility repair, etc. Then tell the individual who lodged the complaint what action/s you took and thank them for bringing it to your attention. You will create more long-term, loyal customers if you are willing to be transparent, humble and address problems, rather than writing off the customer or ignoring the problem.

Years ago when leaving a big box retail store I was asked if I had found what I needed. I mentioned one specific item I wish that they carried, and I was encouraged to fill out a comment card with my member number, name, e-mail address and request. The store still doesn’t stock my item nor did they ever bother to respond to me—for all I know my card is still sitting in the bottom of their request box! It’s better not to ask for suggestions at all, than to solicit them and not respond.

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