Why You Should Welcome Dissatisfied Customers?
Market research has shown most people would rather switch suppliers than fight.
96 percent of unhappy customers say nothing to their now former supplier; they simply don’t return.
Instead, THEY TELL THEIR SAD STORY to ten of their friends. Thirteen percent actually TELL 20 OR MORE people!
Of the courageous 4 percent that do complain, 95 percent stay with their current vendor when their problem is resolved quickly and to their satisfaction. In fact, they perceive the remedy to be so remarkable that they typically REMARK POSITIVELY about it to FIVE of their friends.
Contrast this with satisfied clients, who usually say nothing or at most tell one or two friends about you and your products.
The bottom line is that complaining customers should be cherished as valuable partners helping you improve and grow your business.
Your dissatisfied customers can become your best raving fans!
So...how do you go about identifying dissatisfied customers? ASK! You can use a customer questionnaire; a follow up phone call; a return guarantee card with room for comments; or simply ask them. But whatever you do, listen carefully and identify areas you need to address. Check the following areas:
- Is your Marketing attracting qualified leads?
- Are you Sales Team listening prospects to determine their wants and needs and then educating them on the features and benefits of your products, thus helping them to make an informed decision about what to buy?
- Is you Operations Department delivering your product/service and fulfilling your customer’s order?
- Customer Care – Do you help the customer install, operate, and maintain your delivered product? Proactive and reactive education is key to helping the customer understand and appreciate the full value of what they purchased.
- Finance – Make it easy for the customer to understand and pay their bill (Accounts Receivable) and, in turn, pay your bills (Accounts Payable).
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