Those going through the process of researching and buying a Mosquito Joe franchise are required to visit franchise headquarters in Virginia Beach for a Decision Day. This is a full day of meeting the Corporate staff, learning about the intricacies of a mosquito control business, and asking questions necessary to help make a final decision (hence the name “Decision Day”). At some point in the day, more often than not, potential franchisees ask, “Where do most customers come from and how can I make use of that source?”
We are proud to say that word-of-mouth and referrals are Mosquito Joe’s second largest source of customers system-wide. Although Mosquito Joe is a national company, our individual franchisees are small business owners with roots in their local communities, working to provide a great customer experience that results in referral after referral. Regardless of the industry, person-to-person marketing is (or should be) highly valued. Other customers’ experiences carry a credibility that can weigh heavily on others’ decisions to purchase or use a service. Even if you think you have referrals down pat, there is always room for improvement in business! So check out these suggestions for increasing referrals and your overall customer base.
Provide a Simple Call to Action
It’s very easy to ask a customer to refer your services to their friends and family, but odds are, that customer is more likely to do so if you tell them specifically how. Direct them to your Facebook page or hand out review cards to customers after each service asking them to visit your various online profiles (Twitter, Yelp, Google+, etc.) and leave a positive comment. If your business has a loyalty or referral program, make sure to mention it in all customer communication via email, direct mail, online, etc.
Make sure the referral and review process is as simple as possible to further encourage customers to follow through. For example, Mosquito Joe’s referral program (Share the MoJo) is a straight forward, easy to use concept that is the same across all franchises. When customers refer someone, both the customer and the refer-ee get $25 off their next mosquito control treatment. All they have to do is visit sharethemojo.com to enter their information, and their local Mosquito Joe will be in touch to arrange service! This simple incentivized process is one of the many reasons our referrals are so high system-wide.
Monitor Your Source of Customer Reviews
As previously mentioned, word-of-mouth marketing carries a lot of weight in a consumer society that trusts personal recommendations so much. Many businesses use the Net Promoter Score to monitor their level of customer satisfaction. In a nutshell, the Net Promoter System sends a one-question survey to customers asking, “On a scale of 1-10, how likely are you to refer our services to a friend or colleague?” Those responding with a 9 or 10 are considered Promoters who “are loyal enthusiasts who will keep buying and refer others, fueling growth.” Many customers also leave additional comments, which (in the case of Promoters) could be used as testimonials in future marketing. Whether your business uses the Net Promoter Score or another system, be sure to monitor your reviews closely. Reach out to customers who leave bad reviews (these are just as important as the positive ones) and try to resolve the issue by finding common ground. Likewise with customers who leave good reviews. Reaching out to them and acknowledging their comments will put your customer service a step above the rest.
These days, a little personal business touch goes a long way with customers. You can really make your business stand out by sending customers occasional thank you gifts and/or rewards to show your appreciation. Consider sending an email to your customers (especially those who have sent referrals) that includes a special offer on services. Offering something small to show your customers you appreciate their business will differentiate you from most other businesses, hopefully pushing customers to recommend you to friends and family.
Satisfied customers and a continuous cycle of referrals are integral to the success of most businesses. At Mosquito Joe, recommending a family or friend to our service is the highest compliment a customer can pay us! And we make it easy for everyone by simply asking them to spread the word or leave a review online. It really is that simple. Likewise, our referral program Share the MoJo incentivizes satisfied customers and offers them and their referral a special discount. So if you or someone you know is in need of mosquito control services, send them to the nearest Mosquito Joe location! And if you’re interested in joining a company with great customer service, visit our franchise opportunity page and call us today!