Talk is Cheap...Or Is It?
by Mary Jane
Mapes
Customers talk! Whether service is good or bad, they talk. If you provide
exceptional customer service, your customers may tell as many as four or five people, but
when service is less than expected, those same customers may tell as many as twelve
people. In fact, 13% of unhappy customers will tell up to twenty people. This is called
the "ripple effect." When the news being spread is bad, it's costly to you and
your business.
Unfortunately, most people who are unhappy will never complain to you. 91% just won't be
back. But, for those customers who do complain, just 4%, we must give our thanks because
these are people who are giving us the opportunity to make them a customer for life.
That's right! Research shows that 82% - 95% of unhappy complaining customers will become
our most loyal customers if we handle their problem in a prompt, polite, and professional
manner. The problem might not ever get solved, but if we handle the problem situation in a
timely manner and in a way that shows care and concern for the feelings of the customer,
we can be sure that most will sing our praises for the effort we expend.
Make good feelings an important part of your service mission, and you will be richly
rewarded. Remember, it's 5 times more costly to get a new customer than to keep an
existing one happy!
©Copyright 1999-2006 Mary Jane Mapes All rights reserved.
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