Satisfied customers aren’t the same as loyal customers. While the overall service experience is important, it’s the connection to the customer that can make an even bigger difference. For a company that provides good service, 66 percent of customers would be more loyal, 65 percent would be willing to recommend the company to others, and 48 percent would spend more money. If the numbers in the NVM survey scare you (and they should), there is some good news. They want an experience that, at a minimum, meets their expectations, or even better, exceeds them. Customers of any type of business want the same things. And, when it’s time for a B2B customer to renew a big contract or restock supplies, don’t think they aren’t comparing you to that shoe salesperson too, because many of them are. A B2B customer may have fewer options than a typical retail consumer, but they do have options. Are you and your company as good as the last great experience your customer had? Whoever provided great service – from whatever company – has now set the benchmark for your customers’ expectations.Īnd, while the NewVoiceMedia survey focused on call centers and B2C customers, don’t think that B2B is immune from this customer behavior. Yes, that service may have come from your competitor, or it could be that knowledgeable and helpful shoe salesperson at the department store who just sold the customer a $25 pair of “on-sale” shoes. Instead, they compare you to the best service they have ever received – from any company. Your customers no longer compare you to just your direct competitors. And even if you are, you must recognize the way your customers are thinking. However, only 30 percent felt the companies they had interacted during the past year had made that connection.Īnd, what does all of this mean? If you’re not already customer-focused, it’s time. When the surveyed customers experienced poor service, 39 percent said they would never use the offending company again, and 36 percent would write a complaint letter or send an email.Įighty-six percent of customers surveyed said that if there was an emotional connection with a customer service agent, they would be willing to continue to do business.
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