How do you segment and target your loyal customers based on their feedback and satisfaction levels?

Feedback is obviously important. But what you do with the feedback, it’s probably even more important. If your customers are willing to share their thoughts and opinions, either on their own or through a survey, there should be a way for the company to take action on the feedback that will make a difference.

Timing is important to feedback. If somebody makes a purchase and two months later, you asked him opinion, it may be unreasonable to expect the customer remember something so long ago. However, if you do it too soon, you risk frustrating the customer. In addition, the right length of serving is important. I’ve always preached shorter is better. one or two quantitative questions, followed by one open ended question, it’s about as long as I typically like to go. The exception might be for special programs like focus groups. Regardless, find the right way to collect feedback from your specific group of customers. Finally, consider comments on social media as an important way to collect feedback.

However you perform your analysis, be it using an internal team or hiring a third party, it's important for the business owner to read all customer feedback. Doing this provides important perspective for making any decisions on improving operations and the customer experience.

In my book Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans, I detail four types of customers: 1 - New Customers 2 - Existing Customers 3 - Customers with some brand affinity 4 - Brand advocates It’s worthwhile to note that New Customers (or potential customers) is the biggest market. This is the market that brands target with their advertising. The size of each market shrinks till you reach Brand advocates, who are typically 5% or less of your customer base. But as the market size shrinks, levels of brand loyalty increase dramatically. New Customers have almost no brand loyalty, whereas Brand advocates have very high levels. Give more attention on your brand advocates.

Rewards and incentives are very misunderstood by many brands. Your most passionate customers want rewards and incentives associated with a higher level of access to your brand more than simply coupons and discounts. Rewards like early access to new products or a sit down Q&A with the CEO wouldn’t have much appeal to the average customer, but your most loyal customers would love it. So focus on rewards associated with greater access to your brand over coupons and discounts.

Segmentation of customer types is fundamental. Discounts are not useful, or even counter-productive, for some customers. Discounts are intended for new customers, passive customers or detractors to solve a problem. Your most loyal customers buy your products without discounts. This is not a reward for them. They're fans. You need to position yourself as a group or a player. Look at Lady Gaga and her community. Your company has a mission, its Why. Fans want to be part of that mission, to be recognized. Ask them to contribute, to create, and put them forward to show them, and others, that they are members of the community.

That last sentence above is very important. Let customers know that you use their feedback, and they are more apt to share more.