Anyone who works with the consumer whether it be retail, restaurants, or other services at some point will experience an upset customer. What might happen if you (or an employee) simply shrugged your shoulders and said, “oh well.”? While non-confrontation is almost always the right course to take, we all know that it’s not that simple. In this day and age, that scenario would be no-where close to being over. How you respond and how quickly you handle any situation can be costly!
We’ve all been taught that customer service should always our priority. But, do we always follow that rule? Where does customer service end? At the register? At the parking lot? Truth is – It never ends. Your customers go home and review their experiences on business websites and social media to their friends and acquaintances. Potentially, some of those friends and acquaintances will also share this experience reaching an untold number of potential customers. When it’s a negative review, it’s the kind of “viral” experience you don’t want. According to Statista.com*, there are approximately 2.5 billion social media accounts in the world and nearly 78% of the population in the United States alone are using social media sites. This number is expected to exceed 200 Million by the year 2020.
Consumers are using their online voice to reach others, and it’s having an effect on small and large companies alike. Peers listen to each other, not the companies. Every unanswered negative review or comment is costing you money! What’s worse, 60% of companies do not respond to negative comments. The result is that oftentimes, the negative comment is the only comment their customers have to review. What’s worse, 88% of customers are less likely to purchase from companies that do not respond!
Additional stats from Statista.com* are listed below. These are staggering!
1.1 Million reviews on Yelp
88% of consumers are influenced by reviews and customer comments
46% of users engage with brands
39% of users offer feedback
22% expect same day response
29% expect response within 2 hours
1 Million consumers view tweets about customer service every single day
80% of tweets about customer service are negative
60% of companies don’t respond to Tweets
88% of twitter customers are less likely to purchase from companies that do not respond to feedback
Companies that respond gain engagement with the customer resulting in a 20-40% increase in average ticket price over non-engaged customers
Jeff Bezos, the Chief Executive Officer of Amazon may have put it best when he famously said: “If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000.”
In summary, one bad consumer experience is all it can take to ruin a business. It may be necessary to go outside of normal procedures or take more time to find the right solution for a customer – but it’s worth it. A customer’s lifetime of purchases and accolades will most likely outweigh the cost of investing in their complaint resolution. It’s important to remember that this same customer has the power to take their issue to your business website or to social media. With the potential for a single complaint to touch up to 6000 potential customers, a great customer service process and complaint resolution process is critical. Respond quickly, respond positively in all areas of customer service should be our mantra.
Here are a few great ideas for your business:
*fast response time (Pre-select several people you trust to respond.)
*kindness & humor (Not at the consumers expense.)
*Not defensively (Apologize for whatever happened but don’t make excuses)
*Thank the customer (hopefully for their understanding and continued patronage)
*Always suggest a solution (no suggestion = no resolution)