Are You A Satisfied or Dissatisfied Customer?
There is lots of talk today about taking customers from satisfied to loyal. That there isn't much different in today's competitive marketplace and the current economy between products and services. Customers are one click away from your competition.
What separates one company from another is its relationship with the customer and anyone who is in contact with that customer, in that "moment of truth" represents the entire company to the current, potential, or new customer.
Here are the latest statistics from the White House Office of Consumer Affairs on satisfied and dissatisfied customer behaviors. I think these are typical. For instance if you were in a restaurant and had terrible service, wouldn't you tell anyone who would listen? And doesn't the list get smaller when you've had a good meal?
A dissatisfied consumer will tell between 9 and 15 people about their experience. About 13% of dissatisfied customers tell more than 20 people.
On the other hand, happy customers who get their issue resolved tell about 4 to 6 people about their experience.
Keep your customers satisfied! That doesn't mean that the customer gets what he or she wants, but rather, that the interaction is a positive one even if or when the answer is no. In other words, you and the customer can walk away feeling good about yourselves, about the interaction, even when the customer didn't get exactly what they wanted.