Every day, we come into contact with a variety of different services that help us optimize our tasks. We choose them for one simple reason—they work! (Or should work).
On the other hand, if this service you use so much starts to show flaws, you will be very disappointed and will complain, simply because it doesn't give you the experience you expect , right?
It is also your responsibility to charge for these results, since you paid for this service.
And here comes the big question. Unfortunately, the word "complaint" has a negative connotation for most people, but it shouldn't. However, it's worth reflecting briefly on this concept.
For example, if you arrive at the company early in the morning and receive a call from an unhappy customer, you might think, "I already have a complaint this morning."
However, this complaint represents a chance for you to make things right and strengthen your relationship with your customer . And to change this negative perception of the word "complaint," could we call it feedback? So that early call was feedback, right?
New consumer behaviors
The phrase: “consumers are more demanding than ever, you need to think of something different for this new audience” has become a cliché.
Okay, that's true and everyone already knows it, because the success of any company , regardless of its area of activity, depends on the same thing: customer satisfaction and loyalty.
Another phrase you're probably tired of hearing is that "the customer is always right." After all, they're the ones who pay the salary, and they're the ones who bring growth and profitability to your company.
Therefore, you should keep in mind that feedback is valuable information that your customer is giving you about what they expect from your service or product.
Whether the feedback is negative or positive, it will highlight areas where you need to improve, such as inappropriate behavior or something that ultimately affects your store's performance.
However, it is the company's role to understand the customer's side and provide the necessary support and attention to ensure satisfaction and loyalty .
Keep loyal customers close
Customers loyal to your brand recommend your company to others and also have a high return rate for new business, so you achieve a higher closing rate than your competitors.
Ever heard the phrase, "You know who the best salesperson in the world is? The satisfied customer!" They sell your company, brand, and product without charging commission. Are you ready to focus more on customer loyalty ?
Another very important factor that companies need to pay close attention to is customer profile. The biggest challenge today is young consumers, who are connected to the internet and have access to all kinds of product and company information with just a click.
Research shows that the younger the customer, the lower their level of satisfaction , as they were born into a society that offers countless options.
Therefore, invest your time in getting to know your company's target audience better. The more you know your ideal customer, the better your communication with them will be, and the more convincing your marketing and sales teams will be to close new sales.
Invest in a customer loyalty program
Just as important as ensuring good service to each of your customers is creating reasons that make them remain loyal to your company and continue doing business with you.
A customer loyalty program is a great idea for this, because through this program, your company offers real reasons for the customer to continue doing business with you.
Therefore, it is essential that your company is prepared and creates ways to know which customers are dissatisfied and why.
You need to understand what's going on in your customers' minds, what their perception is of the product or service offered by your company, and, most importantly, what aspects your company needs to improve to ensure their satisfaction.
The numbers don't lie
A very interesting statistic, according to Philip Kotler , is that 95% of very dissatisfied customers don't complain; they simply switch suppliers. In other words, if a customer complains, it's because they care about remaining your customer. And this should be considered.
A case cited by Kotler in his book " Marketing Management " is that of 3M , where he claims that more than two-thirds of its ideas for improving products and services arise from customer complaints . This shows us another important factor: Simply listening to your customer's feedback is not enough. Actions for improvement must be taken.
Kotler states: "Of the customers who file a complaint, between 54% and 70% will do business with the company again if their complaints are resolved. This percentage rises to 95% if they feel they were responded to quickly."
But unfortunately, the reality is that only half of those who complain say they receive a quick and satisfactory solution to the problem.
Another very important statistic about customer dissatisfaction is that, on average, a satisfied customer tells three people about their positive experience with your company. Meanwhile, a dissatisfied customer tells eleven people about their negative experience.
I believe this last number is a bit outdated, as today with just one click it is possible to impact thousands of people, either positively or negatively, regarding the brand experience.
What's more, we're increasingly more likely to recommend good products and services. But regardless of the number, negative publicity isn't good for your company!
Additionally, other pertinent data on the importance of listening to and acting on your customer's feedback:
- 58% never use a company again after a negative experience – NewVoice
- For every unhappy consumer who complains, 26 remain silent – White House Office of Consumer Affairs
- It takes 12 positive experiences to make up for 1 unresolved negative experience – Glance
- Investing in customer retention is 5-25x cheaper than acquiring a new one – HarvardBusinessReview
- Resolve a complaint in a customer's favor and they have a 70% chance of doing business with you again – Lee Resources
- On average, loyal customers are worth up to 10 times more than their first purchase – Institute of Customer Service
Conclusion
I imagine that by now, it must be clear how important it is for you to retain customers and resolve their complaints, right?
If you don't have any mechanism to gather customer feedback to learn how to improve your business, you're wasting time and money. Be sure to listen and evolve your business regularly, stay competitive, and stay attentive to customer needs.
Ensuring the success and satisfaction of your company's customers is no easy task, but it is a factor that can guarantee the survival of your brand in this competitive market.
Companies are created to solve someone's problem. Based on this principle, you need to understand the problem to be solved, the best way to solve it, and, most importantly, how people experiencing the same problem would like to have it solved. Embrace the consumer's shoes and be the service you'd like to have !
