Yesterday was my birthday. And I was completely overwhelmed with all the incredible messages I received on Facebook from so many folks. (Thank you!) And I got to thinking about how remembering something like a customer’s birthday can be a wonderful tool for making another special connection with them. I know I received some coupons in the mail from local restaurants, offering me a discount on my birthday, and a big happy birthday message. A little thing, but it made me feel good. How can you put this to work for your business?
Are you connecting with all your customers on Facebook? You should be. It will be a wonderful resource for information about that customer, so you can start a relevant conversation that may lead to new business. Without a single status update related to your business, you can reach out personally to them when the opportunity arises (either through Facebook or a personal contact), and provide the right offer or assistance at just the right time.
Be sure that you’re taking advantage of the information Facebook gives to you, and that you’re paying attention to what your customers post (the best way to do this is through a customer friend list….this post shows you step by step how to set one up.) Then think about the best way to contact each customer. It might be through a card in the mail. It might be a phone call. It might be an email.
Of course, systems can help you with this. Set up a system like Send Out Cards so that you can send print birthday greeting cards (perhaps with a discount) through the mail, triggered by birthdays you find in Facebook. (Facebook emails you to tell you whose birthday is coming up each week.) Have specific types of contacts you do for specific events. For example, when you see a customer who has a special event coming up, that may trigger a phone call contact. A birthday is a card contact. Etc. That way you don’t waste time trying to decide HOW to contact someone.
You have access to more information about people now than probably any other point in history. Be sure that you are taking advantage of this to offer the best personalized service possible. Retail giants can’t connect with people individually like this. They don’t have the capacity. But YOU CAN. So take advantage of this huge differentiator, and build a reputation for your business of service and care. It will make all the difference.