BY: Michael A. Aun, CSP, CPAE Speaker Hall of Fame
Reference - http://www.nsacentralflorida.com/Articles/Thirteencsfacts.pdf
Thirteen Customer Service Facts.
Fact Number One
Dissatisfied customers tell an average of ten other people about their bad experience. Twelve percent tell up to twenty people. In very simple terms, bad news spreads rather quickly. Don't think for a moment that your poor performance in servicing your client goes unnoticed. Not only does it go unnoticed, but you pay a very dear price for that kind of publicity.
Fact Number Two
Satisfied customers will tell an average of five people about their positive experience. Conversely, the good news, unfortunately, doesn't spread so quickly. To the contrary, the bad news moves twice as quickly as the good. While customers do appreciate good service, they either don't reward it quite as soon or they don't reward it at all. In most cases, customers have come to expect good service as "part of the deal." While they do expect it, rarely do they get it. The "bum wrap" here is that the bad apples are causing problems for the whole bushel.
Fact Number Three
It costs five times more money to attract a new customer than to keep an existing one. Before you go out investing hundreds or even thousands of dollars chasing after new clients, think about the acres of diamonds in your own back yard. The people that you've done business with previously thought enough of you at some point to buy from you. Why not go back and re-cultivate that relationship? It will cost you one-fifth of the cost of finding a new client.
Fact Number Four
If 20 customers are dissatisfied with your service, 19 won't bother to tell you. Fourteen of the 20 will simply take their business elsewhere. Most customers just don't want the hassle of having to straighten a problem out. They know, that in many situations, it's their word against the word of the company. Who needs the aggravation? They simply take their business somewhere else. Unfortunately for the salesperson, they will end up losing the business and may not even know the reason why. That's why it's critical to do follow up surveys to check on your performance. Ask questions like: -Were you satisfied with our service?
-If not, what can we do to improve?
-Had you been the sales/service person, what would you have done differently in this transaction? -Why did you choose to do business with us?
-Is there any other way we can be of service to you?
Many will say, "by asking these questions, you are just opening yourself up for criticism." Perhaps you are, but that is the intent of the questions...to find out what's going wrong. Always remember to separate the criticism of the performer and the performance. When the performance is under attack, there's room for growth. When one attacks the performer, many times that criticism is "value judging" in nature. We should listen to those remarks but not support them. Usually they are not constructive in nature.
Fact Number Five
Up to 90% of dissatisfied customers will not buy from you again, and they won't bother to tell you why. Statistically speaking, you would be lucky if 10% of your unhappy customers would come back and do business with you again. Most customers become dissatisfied when the salesperson violates their trust. Trust, in any relationship, once violated, negates the relationship. It takes a mighty forgiving customer to let you stick him or her twice. Honesty in any relationship is not conditional. Lincoln said you are either unconditionally honest or you are not honest at all.
Fact Number Six
Ninety six percent of dissatisfied customers do not complain of poor service. They figure, "What's the use? Nobody's listening!" Maybe they're not used to getting service after the sale. Many feel they are victims of a crime. The sales person has their commission. Now he or she will simply ignore the please of the client. As a sales...