Your most unhappy customers are the ones you will learn most from!
Digital is the age of
customer. Customer intimacy is the most sustainable strategic platform, from it
comes with the fountain of innovation and meaningful operation performance
adapted to customer needs. Not only shall you embrace your loyal, repeat
customers, but also do not feel frustrated with your unhappy customers because
your most unhappy customers are the ones you will learn most from.
Getting the feedback is the first part of the
resolution process. Actually
acknowledge that the problem could be within, and not because a customer is
overly demanding is the next step. Don't discount the complaint of a single
customer. There is almost always a true issue and root cause at the heart of the matter. When
your organization is 'open' for feedback and once you make a genuine effort to
get one through follow-up calls, questionnaire, etc, you will see >80% of
'unhappy' customers will tell you what they thought about your service and make
suggestions on how to improve it. However, don't force customers to deal with
your complexity--you will lose them if you do.
Business process review: Sometimes you even need to look at your
business process of how you're requesting feedback for your services, but once
you have customers’ feedback, the questions is, what are you going to do about
it. Do you have a process to 'learn' from these and 'apply' changes into organization
in systematic way? Learning is
only valuable when it results into making changes for better outcomes.
Great companies find ways to engage and lead. To be successful as playing in the social
media space becomes critical to long term business success, companies must
become part of the conversation and monitor the conversation as well in order
to determine what's important and needs changing vs. what's anecdotal.
Everything can't change all at once - that would be chaos - but users can know
what makes the agenda and what cannot and why. Those conversations might just
"earn" some credits in the marketplace while building trust within
the specific social community. More often, if you introduce and apply the
correct contact strategies and proactively engage with your customers, you can get
the collective insight through strategic fact find, to determine:
1). general perceived belief - cost and service delivery
2). service requirements / need analysis
3). root cause of business issues
1). general perceived belief - cost and service delivery
2). service requirements / need analysis
3). root cause of business issues
The cultural emphasis-treat your employees as
your customers as well.
And if your customer-facing employees are satisfied and enjoy their work, they
will be more likely to address the customer's concern; if employees who don't
feel well-taken-care-of will often have a tough time taking good care of
customers...but customers pay the bills and keep people employed.
Hence, it is strategic to learn from your most unhappy customers. Introducing such strategies not only allows a more open and honest rapport with customers, but also allows business growth and change - in line with customer needs and build the right products/services.
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