How much is a new customer worth to your business?
I bet you are thinking this is a bit of an odd question.
But, when talking to some of my clients recently the subject has come up so I thought I would see what other businesses think.
For some, it has been a person buying a cup of coffee and lunch and spending £10.
For others it has been a bouquet of flowers at £40.
For others like financial advisors or mortgage brokers and car leasing firms it has been substantially more.
I complete a health check on my clients Google My Business pages to see what's working well and what's not and give them feedback and suggestions.
Have they had any reviews that needs responding to?
How many phone calls have they received?
How many clicks to their website have they received?
How many views of their photographs have they had?
How many people clicked for directions?
What % of their searches have been direct compared to being discovered?
Which of Google's services did they use to get found, was it Google Search or Google Maps?
Over my next few blogs I will go through each question and give you some insights as to why each area is important.
In this article I want to focus on the importance of customer reviews.
Customer reviews ( Or raving fans as I like to call them)
Did you know that 88% of customers trust online reviews as much as personal recommendations and that 9 out of 10 consumers read online reviews before visiting a business?
If a customer has taken their time out of their day to leave a review they are usually either rating you really poor or really good. They either want to highlight an issue to you that they would like you to resolve.
Responding to them to say thanks, or to address any issues shows other customers that you care about your customers. This may seem obvious but I often see reviews both good and bad that had a response.
The customers who have rated you 5* are your raving fans and responding to them, even to say thank you will have a positive impact on them and show others that you care.
The ones who score you 1* or 2* have issues they would like you to address and this is your opportunity to show others that you care about what your customers think and that you fix things when they go wrong.
It is likely that Google reviews will have an impact on your web ranking and in fact Google My Business can bring reviews in from Facebook, Check a Trade , Trip Advisor and other places into your Google My Business page.
Do you encourage your team to get your customers to leave you a review?
When a customer says you or your team have been fantastic do you ask them if they would be kind enough to leave a review for you? This may seem a bit strange if you aren't used to it but once you have done it a few times I promise it does get easier.
Do you make it easy for people to leave a review for you by creating shortcuts on your website or Facebook page?
Is your review us on Google Sticker places in a prominent place?
Is your Google My Business page optimised so that it brings through the reviews from other pages?
So, I ask leave you with the same question, How much is that one new customer worth to you and your business?
That one new customer, that may have found you via an online search that then goes onto tell their friends and colleagues,
That one new customer that leaves you a fantastic review on Google that then helps to boost the ranking of your website and Google My Business page
That one new customer that probably then comes back to you time and time again and brings their friends with them.
That one new customer maybe worth a little bit more than you thought.