The business magazine Forbes recently featured an article that suggests only 25% of dissatisfied customers let companies know that they are unhappy with a product or service received. The vast majority of customers stay silent and just never return to your business.
This is important to remember when planning a customer service strategy because it shows just how many customers can be influenced. If you are not receiving very many complaints, it does not mean that every customer is happy and satisfied, yet this is often the conclusion that is drawn.
So if you turn this around and make the quality of interactions a focus of what the company plans to do well, then what can be achieved? In short, your company is going to earn a lot more – a focus on improving customer interactions will almost certainly lead to an improvement in revenue.
This process can be kick-started in three ways:
- Make it easier for customers to complain – ask for comments. You don’t want customers to be silent if they are not happy. You want an opportunity to fix the problem so an initially upset customer goes away happy and loyal, rather than silent and never to return.
- Analyse what customers are saying, even if they are not saying it to you. At Teleperformance we have a Customer Experience Lab in Portugal that can analyse social networks, blogs, media, and forums to find out what customers think about a product even if they are not telling the brand directly. This is the kind of intelligence you should also be seeking out.
- Have an opinion. Create more content to help customers with your products. Use multimedia channels such as video and audio to publish your ideas. This not only helps customers, it can prevent many complaints, and it can solicit discussion to help generate improvements and future products.
How have you tried addressing silent customers? Leave a comment here or tweet me on @matt_sims1.
Photo by Bob Comics licensed under Creative Commons