For most companies, only 10 percent of complaints are ever articulated by customers. The other 90 percent are unarticulated and manifest themselves in many negative ways: unpaid invoices; lack of courtesy to your front line service reps; and above all, negative word of mouth. With the internet, especially social media, an unhappy customer can now reach thousands of your would-be customers in a few keystrokes. Head off bad press before it happens. Make it easy for customers to complain, and treat complaints seriously. Establish firm guidelines regarding customer response time, reporting and trend analysis. Make employee complaint monitoring a key tool for executive decision making.
Action Step: Review every customer touch point within your company. Brainstorm with staff on how to turn each customer touch point into an opportunity to capture customer complaints and other feedback. Experiment with how to make the feedback mechanism as easy for customers as possible.
Source: Griffin, Jill. Customer Loyalty: How To Earn It How To Keep It. 2002.
More Loyalty Countdown:
#12 – Store Your Data In One Centralized Database
#11 – Collaborate With Your Channel Partners
#10 – Give Your Front Line the Skills to Perform
#9 – Use Multiple Channels to Serve the Same Customers Well
#8 – Win Back Lost Customers
#7 – Know Your Customer’s Definition of Value
#6 – Get Responsive & Stay That Way
#5 – Aggressively Seek Out Customer Complaints
#4 – Serve First; Sell Second
#3 – Know Your Loyalty Stages & Ensure Your Customers Are Moving Through Them
#2 – Practice the 80/20 Rule
#1 – Build Staff Loyalty