Are you able to appreciate this?
96 percent of dissatisfied customers will vote with their wallet rather than complain to you.
But wait there’s more.
They will then likely tell nine or ten of their friends. Who then tell their friends and so forth.
I hope you’re ready for this:
13 percent of your unhappy customers may tell up to twenty people or more about your business.
SO what happens to the 4 percent that complain to you?
A vast majority, 95% of this group, will remain with you (their current vendor) when you resolve matters quickly with a satisfactory remedy.
They’re then likely to tell five or so of their friends about the service they received from you.
Compare this with your well satisfied clients who are likely to tell up to two people, at best, about you and your business products.
SO what you might say?
The key takeaway here:
Customers that take the time to complain to you should be valued as a method to improve and grow your business.
It’s not what you do it’s who you are
Are you thinking so what again?
You are the X factor in your business.
You might be wondering how to demonstrate this.
And it’s simple.
Start by saying thanks.
Do you think this sounds too easy?
You would be surprised at how well a personal card in the mail saying thank you works.
Think how you feel when you get your post and someone has taken the time to write a personal note for no other reason than to show their appreciation.
Doesn’t it make you feel good?
It doesn’t have to end there.
Send out cards for birthdays or any other celebrations you’re aware of that are important to your customers.
Take note of your client’s interests and send articles or even information about events they may like to attend.
Preferably with a handwritten note or card.
Perhaps offer referral rewards.
In the end it’s about being attentive to who they are and making them feel important.
Bear in mind that they already are your customer so the investment of your time to make them feel special is well worth the effort.
Especially if you consider the greater expense of acquiring new customers versus maintaining those you already have.
There’s a great quote by writer Maya Angelou:
“It’s not what you say, it’s not what you do, it’s how you make people feel.”
Often times in online business practice many marketers are quick off the mark to sell without developing relationships.
This means that they come off more transactional than relationship driven.
All this tells your customers is:
They are just another number, rather than someone you appreciate and consider vital to your business.
Statistically there’s a 68 percent chance that you will lose business for perceived indifference to your customers and clients.
Just because this is not the case it’s vital you remember that this is “perceived indifference”.
What this says in simple terms is:
68 percent of your customers think you don’t value them or their custom.
That’s two out of three people.
Those are killer business statistics.
And your clients will vote with their wallets and leave you if they don’t know how much you care.
If you’re wondering what happens to the other customers you are losing here are the numbers:
Why businesses lose customers
68% for Perceived Indifference
4% leave due to natural attrition (moved away – passed on, etc.)
5% are referred to a competitor
9% leave for competitive reasons (price point, product features, etc.)
14% leave because of product/service dissatisfaction
Bottom line here perceived indifference sends your customers away almost five times more frequently than dissatisfaction with your product or service and seven times more often than for competitive reasons.
Are you beginning to get see a pattern here?
I’ve mentioned before the 80/20 rule.
It goes something like this, that 80 percent of your outcomes are the result of 20 percent of your actions.
Your customers are paying attention more than ever to where their money goes and to what brands they will continue to support.
It’s important for you to pay attention to the statistics and consider ways to make your business stand out from the masses.
It’s how you can grow and prosper even in difficult economic times with your existing clients.
How will you do that?
Make time to connect with your customers. Face to face where possible.
Ask questions and listen to what they have to say.
I suggest setting aside regular time at intervals of six months to a year to do customer service audits where you touch base with your clients.
Ask for meetings to discuss with them the products or services you currently supply.
Make sure to ask your customers about their current service levels and how appropriate these are for them.
Consider designing a questionnaire related to your product or service.
At your appointed meeting listen and take notes from the answers they give you.
Then act on the data you collect.
I call this a KISS method to customer satisfaction and service.
Get noticed for how you make your customers feel.
Listen to what your customers are saying and why they are saying it.
Simple acts of kindness will make you memorable.
Your clients will love you for it
Customers who feel appreciated will advocate your business to other potential customers.
So share the love and grow.