There are some schools of thought that high sales and no complaints are the only indicators of a happy customer. According to research done by CMSwire.com, in 'Key Metrics For Measuring the Customer Experience, by Marissa Peacock, what's important is to understand what the customer prefers and the efficiency of which information is expedited to the customer.
A recent online comment from a customer about a West Hartford Blind company says, ‘After a great experience in Florida, we called the 800 # to use them at our home in Connecticut. West Hartford responded right away, came and measured all of our upstairs windows for much needed blinds. Normally this would be a straightforward task, however, our house was built in 1767. They were meticulous in making sure each blind was measured perfectly and fit within all of the slopes and irregularities of the old window casings. We absolutely love the end result! I highly recommend. ‘
CMSwire.com concluded happy customers tell 3 friends, unhappy customers tell 10 people. And that 65% of customers want their problem resolved the first time.
The customer experience is the sum of all experiences a customer has with a supplier, business and or service. Look at experience as service, reach, feedback, sentiment, and online reviews. A company's ability to deliver an experience that sets it apart in the eyes of its customers to increase consumer spending and optimally inspire loyalty to its brand. Loyalty is now primarily driven by a company's interaction with its customers and how well it delivers on their wants and needs, says Jessica Sebor, 'CRM Get Serious', in CRM Magazine.
In 'How to Win Customers and Keep Them for Life', Michael Leboeuf shares why customers quit:
- 1% die
- 3% move away
- 68% quit because of an attitude of indifference towards the customer by the staff
- 14% are dissatisfied with the product
- 9% leave because of competitive reasons
Your team of employees and yourself, make the difference. The best organizations have visible leadership working to improve the customer experience with their processes, products, service and people. The leaders inspire employees to feel connected.
- Always keep your promises—There’s nothing worse than being lied to. If you say you’re going to do something, do it. It only takes one mistake on your part for you to permanently lose all credibility with a customer. So, always keep your promises.
- Do more than they expect—Beyond simply keeping your promises, take things a step further and give your customers more than they expect. This takes you from simply satisfactory to excellent and remarkable. Your goal is to make the customer pause for a moment to say “Wow. This company really went the extra mile for me.”
- Reward loyal customers—Simply saying 'thanks' can go a long way to making a customer feel appreciated so they keep coming back. Rewarding your customers can be as simple as giving them a special discount, or it can even mean sending them a special gift in the mail.
- Be great every time—Consistency is one of the most overlooked aspects in achieving customer satisfaction. Customers want to know exactly what they’re going to get from you when they buy your products and services. Don’t make them doubt you by being inconsistent. Strive to be great every time.
- Ask your customers for suggestions—If you’re really serious about making sure your customers are happy, just go right out and ask them what you can do to accomplish this. A good way to do this is to send them a survey after a transaction where they can grade your performance and make suggestions as to how they feel you can service them better. Make sure you actually take these suggestions to heart rather than just filing them away somewhere.
- Solve problems immediately—When a customer complains, you should address the problem head on to find a solution. Don’t waste time trying to pass the blame onto someone else or by arguing back and forth with the customer. The customer only wants you to solve the problem, so hurry up and do it.
- Be easy to contact—Few things are more frustrating than being unable to contact a company when you have a question or complaint. Make it as easy as possible to get in touch with someone from your company. Publish all your contact information on every page of your website, and do your best to respond to emails as quickly as possible.
91% of unhappy customers will not willingly do business with you again. ( Lee Resource, Inc.)
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