Most businesses make a point to respond to customers quickly and to address their concerns as best they can, but they probably don’t know exactly how effective their customer service efforts are.
If you’re not sure about the effectiveness of your customer service, consider these three points.
Having Few Complaints Doesn’t Equate To Great Service
The average business hears from only 4% of its dissatisfied customers.
If a customer doesn’t have a very good experience with you, they probably won’t waste more of their time telling you about it.
This means that 96% of those unhappy customers are still at large wreaking havoc on your brand name . . . and you don’t have any clue who they are or how you can reach them.
Assuming there are dissatisfied customers out there right this minute is a safe assumption, even if you aren’t hearing from them.
Customer Acquisition Should Not Be #1
It’s much more expensive to acquire a customer than it is to keep one satisfied.
Companies that focus only on finding and wooing new customers are probably missing the opportunity to save money by keeping the customers they already have.
A bird in the hand is worth two in the bush.
If customer acquisition is far and away your #1 goal, customer service probably isn’t getting the attention it deserves, and your customers are feeling it.
Speed Isn’t Everything
There it is. I said it.
Being a quick responder doesn’t necessarily translate to having top-notch customer service.
In my experience, customers prefer competence over speed. Get it right the first time as efficiently as possible, and they’ll be happy.
It’s also important that you don’t rush customers. If they don’t feel heard, they’re not going to feel satisfied.
Now it’s time to reassess your own customer service efforts.
What are your thoughts on these three points?