Resources

E-livering Improved Customer Relations

Easy tips on using e-mail to talk with customers, gather valuable feedback and promote your new products and specials.

One of the biggest benefits the Internet affords bakers is the ability to strengthen relationships with your customers. Just having a simple e-mail account gives you the power to talk one-on-one with your customers, gather valuable feedback on your quality and service, and instantly tell people about your latest products or specials.

How can you take advantage of e-mail technology to improve customer relations? Start by encouraging customers to talk to you online.

• Let them know you welcome their comments and concerns—about both what they like and dislike about your bakery.
• Reply to their comments. The great thing about e-mail is that you can respond immediately—showing customers you listen and care about what they want.
• Acknowledge compliments with a quick thank you. And if there's a problem, you can send a quick note letting the person know when and how you intend to resolve it. You'll be surprised at what you can learn to improve your business when you foster this kind of two-way communication.

As you talk with more customers via e-mail, start collecting their e-mail addresses to build a strong customer list you can use for marketing purposes: Permission e-mail can be an effective marketing tool for building your business. It's not only less expensive than direct mail, it's also more personal, because you're sending information to people who've told you they're interested in hearing from you.

• Everytime someone e-mails you, add him or her to your e-mail address book. Provide a form for walk-in customers to give you their e-mail addresses, too.
• Start building relationships by initiating online conversations with your customers. E-mail them handy tips for using or storing breads. Send them holiday recipes. Tell them about community events or charities you support.
• Use e-mail to spread the word about new products, extended business hours or your current specials. For example, if you're featuring a seasonal item, like Mardi Gras King cakes, you can send an e-mail message to tell people when it's available, how much it costs and how they can place their orders.

Your computer is perhaps the most affordable customer communication vehicle you'll find. Aside from the small monthly fee you may pay for e-mail (some services are free), you can reach hundreds, even thousands of people at far less cost than advertising or direct mail.