Customers Are Often a Challenge

by smartamarketing

Customers Are Often a Challenge

You can learn from that challenge.  The more you learn, the more you’ll enjoy your job.

Learning to calm upset people is not easy.  There is no single technique that works with every upset person.  But there are skills that can be learned, with a positive attitude and practice.

Why is it Important to Calm Upset Customers? 

In a survey of service quality, it was discovered that twenty five percent of customers had expressed a complaint in the previous twelve months.  The survey stated, “In light of this significant percentage, everyone in the organisation-from teller to president-must become increasingly aware that he or she is either serving the customer directly or is serving someone in the organisation who serves the customer.  All positions exist because of the customer.  ”

Calming upset customers is rarely pleasant, but it must be done.  If upset people continue expressing their anger and frustration without intervention, it can upset the whole office.

Upset Customers Don’t Come Back

A recent study showed that customers stop buying from a particular business for the following reasons:

1%       die (not much you can do about that)

3%       move away

5%       form other interests

9%       for competitive reasons

14%     due to product dissatisfaction

68%     because someone was rude, indifferent or discourteous to them.

It is clear that people want and expect good service.  When they are not treated well they don’t come back.

It can be expensive for your company if your customer decides not to come back.  One study found that the average cost of acquiring a new customer was $120.00 yet to keep a current customer happy costs only $21.00. It is six times more expensive to acquire a new customer than to keep a current one.  That money could be spent improving your work environment, giving you a raise, or keeping you employed.

Word of Mouth Spreads Quickly

If your organisation has a reputation for quick, courteous responses to complaints, people will be more apt to begin their conversation with you rationally.  When customers scream and yell it’s often because that’s what their friend had to do to get some action from your organisation.

One study found that, on average, one dissatisfied customer told 11 other people, who each told 5 others.  That’s 67 (1 + 11 + 55) people spreading bad word-of mouth about your organisation.  Most organisations are going to be hurt by that much bad advertising.

You Want Customers to Complain

Yes, you do.  Because if they don’t complain they’ll just take their business elsewhere, and tell their friends not to do business with you.  Think about what happens when you are treated poorly: do you usually complain? Most people don’t.  They just say “I’m never coming here again.”