SCAN STORE RETRIEVE INDEX INTEGRATE ARCHIVE
Value of the Customer Experience
Customer Experience (Cont)
Depending on the type of business or service you may not even know if or when you lose a customer. Studies show less than 4% of your customers will tell you if they are unhappy so depending on your follow-up process you may never know if you have a customer on the fence.
Here are the statistics on why businesses lose customers:
3% Move away
5% Form other relationships
9% Leave for competitive reasons
14% Due to product dissatisfaction
68% Stop buying your product or service because of an attitude or feeling of indifference towards them by one or more persons representing the company.
Data from followupsuccess.com;
This quote goes directly to the discussion on valuing the customer experience. The point the author was making for this post was on creating a follow-up strategy – and I agree completely with this premise also. However, I suggest that starting from a better, stronger and more effective beginning position has a far greater outcome than what is essentially “damage control”.
Going back to my previous posts on this topic, reference your most honest and raw feedback data you have – support… Support hears everything. Make sure that all written and verbal customer feed-back is evaluated by the decision makers in your office. Support has a very specific role – try to help the customer. They are typically not in the position to negotiate anything such as contracts, pricing, change orders and the like.
Getting that most valuable feed-back in the hands of the decision makers in your office will equip this group to intervene and mediate. You could cut that 68% down by half by simply listening and responding.
Kevin Williams, CDIA+