Building Customer Relationships
What could be positive about an unhappy customer?
Consider it a second chance. Integrated marketers who monitor conversations about their business and act quickly to address customer complaints have an opportunity to turn customer frowns around.
A survey commissioned by RightNow called the Consumer Experience Impact Report indicates what consumers expect in terms of service and responsiveness, and how fast they go elsewhere when a company fails to deliver. Here are some of the key takeaways from the study.
Good Service Pays
A whopping 86 percent of respondents said they’d pay more for a better customer experience.
But if your customer doesn’t have a good experience, don’t let them go away mad! The time to address a complaint is short: half of those surveyed give a company just one week to respond to a question before they go elsewhere. And once they leave, they don’t come back: 89 percent take their business to a competitor after a bad experience.
Bad News Travels Fast
After experiencing poor service, 26 percent of consumers went and posted a negative comment on a social networking site like Facebook or Twitter.
Astonishingly, 79 percent of consumers who went online to complain about poor service had their complaints ignored! This is a missed opportunity for many businesses. For more tips on how to handle negative feedback, see our post on What To Do With A Bad Online Review.
Here’s the silver lining. A simple reply can make all the difference and give your business a chance at turning a negative experience around. According the CEI report, here’s what happened when a company responded to a customer’s complaint:
Satisfaction – Of the 21 percent who got a response to their complaint, over half felt positively about the same company they were previously dissing.
Advocacy – 22 percent posted a positive comment about the organization.
Four Things Customers Want
Answers – 52 percent want easier access to customer service help and information before purchasing. Don’t hide your contact informa